MJ Digital designed the digital marketing strategy and executed its roadmap consisting of SEO (search engine optimization), Google Shopping and content strategy, while providing digital adoption consultation to BAM’s marketing team. The marketing team following the SEO project plan and over time the knowledge transfer from MJ Digital’s team had up-skilled the BAM team to be comfortable in the sustainment and management of their SEO.
The SEO plan targeted areas as an online SEO audit covering existing website content, Amazon product listing content, website I.A. (information architecture, website technical insights from a Google-friendly code review, Google Search Console, Google Page Insights and more, keyword research spanning across search engine keywords, social media and Amazon insights. A competitor assessment was also performed to gain insight on what’s working (and not working) with their top competitors.
This audit produced a gap analysis and informed the strategy. The goal was implement the SEO plan on both the ecommerce store and Amazon store so that both Google Search and Amazon would better understand and rank BAM’s website, product listing and products.
Surgical search engine optimization tactics were the tip of the iceberg. This covered the websites content schema, meta tags, H1 and H2 title tags, code and CSS cleanup, photo optimization, content duplication, canonical URLs, 301’s and 302’s, keyword density and focus and more.
MJ Digital also optimized the ‘path to purchase’ based on data-driven insights, SEO’d core pages, optimized the websites technical schema, and launched the first of many SEO optimized evergreen content articles targeting key points in the customer journey.
To attain insight on how everything is performing, MJ Digital helped BAM launch an Google Data Studio dashboard of business KPI’s so that the team has a real-time pulse on how marketing is performing. The team can now see their goal targets and how their pacing to target in realtime. This includes performance of new new customers to their website and store, marketing channel and SEO performance, sales channel performance (Amazon vs. eStore) and ecommerce sales funnel performance with one-click views to filter sales funnel performance by channel, time, source, campaign and more.
When BAM’s marketing team first started looking into SEO, it was a challenge to learn all the technical terms and tackle issues that were new to them. So MJ Digital provided a simple SEO dictionary and mini CoE (center of excellence) of resources linking to the latest educational industry content to help the team get answers to their questions and problems; ex. Google Search developer’s guide, Help Center articles, SMERush, and more.
In addition, the team used various Google tools offered as they worked on improving search engine rankings in Google. Tool as SMERush, Mobile Friendly Test, AMP Test, keyword research tools, PageSpeed Insights, SpyFu, Google Analytics, Google Search Console, Google Data Studio, and more. Combined, provided the tools and capabilities for BAM’s marketing team to gain valuable insights and adopt the latest SEO methods to drive the growth in their SEO plans.
BAM has since partnered with MJ Digital as a digital advisor to continue supporting their digital marketing strategy in areas of new paid, owned and earned channels, and advanced SEO techniques and marketing strategies.
“The knowledge and capabilities the MJ Digital team has provided, now gives our team valuable insights for making SEO improvements and helping us offer a better user experience for our users,” said Chris Sung, BAM’s digital marketing manager who now leads the SEO marketing program at BAM.