Capitalizing on the un-branded opportunity to intercept undecided shoppers at search engines to drive consideration.
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.
page rankings for 70% of targeted unbranded terms
incremental organic site visits per month
lift in monthly traffic with paid amplification
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.