GMC

Capitalizing on the un-branded opportunity to intercept undecided shoppers at search engines to drive consideration.

The Challenge

GMC and iProspect decided to test whether un-branded lifestyle content would drive organic traffic to GMC.com. Without a benchmark, GMC and iProspect approached the project with an experimental mindset. The team was not certain if GMC could rank well with un-branded content, or – if they did – whether it would drive meaningful, qualified traffic. For this pilot campaign, the primary KPI was quantity of visits to the un-branded content pages. Overall, however, the team was most interested to learn what was possible with un-branded content.
Misty Locke President of the Americas and CMO, iProspect
GMC and iProspect decided to test whether un-branded lifestyle content would drive organic traffic to GMC.com. Without a benchmark, GMC and iProspect approached the project with an experimental mindset. The team was not certain if GMC could rank well with un-branded content, or – if they did – whether it would drive meaningful, qualified traffic. For this pilot campaign, the primary KPI was quantity of visits to the un-branded content pages. Overall, however, the team was most interested to learn what was possible with un-branded content.

The results

  • 1st

    page rankings for 70% of targeted unbranded terms

  • 14k

    incremental organic site visits per month

  • 300%

    lift in monthly traffic with paid amplification

  • 6:30

    Average time spent on new un-branded lifestyle pages

With innovative thinking and collaboration, iProspect and GMC improved un-branded SEO ranking and drove traffic GMC also gained some surprising and valuable insights about the traffic.
Tim Aten GMC Website Manager
GMC - Content Research