Building and Executing a SEO Plan that Drove Big Results
Background
Overview
Hubrig Crew Marketing partnered with Simpson’s Meats—a Knoxville, TN based butcher shop with a burgeoning nationwide e-commerce presence—to transform organic search into a key revenue channel. By executing a comprehensive SEO strategy built on technical fundamentals, robust keyword research, a compelling content plan, and a dynamic backlink building program, the campaign delivered impressive results.
In just six months, organic search impressions increased by 58%, click-through rates rose by 53%, and total clicks soared by 141% compared to the previous six-month period. Year-over-year, these efforts culminated in a 315% surge in website visitors from organic search, cementing SEO as a leading e-commerce revenue channel for Simpson’s Meats.
Simpson’s Meats has long been a staple in the east Tennessee community. With a growing demand for high-quality meat products, the brand expanded its operations to include a nationwide e-commerce platform. However, despite offering premium products, Simpson’s Meats faced stiff competition online. Recognizing the need to bolster its digital presence, the company enlisted Hubrig Crew Marketing to harness the power of search engine optimization and paid media channels—including Google and Meta—to drive sustainable, organic growth.
- Limited Organic Visibility: Despite premium quality products, the brand’s website needed a SEO boost to dominate nation-wide organic search rankings for the most valuable keywords in its space. Certain relevant keywords weren’t ranked at all while others were “on the board” and needed a focused effort to win a top organic placement. Developing a robust keyword strategy identified the gaps and opportunities.
- Competitive E-Commerce Landscape: With nationwide ambitions, the brand needed to stand out in a crowded digital marketplace for online meat sales.
- Underutilized Revenue Channel: Organic search was not yet a major contributor to the brand’s e-commerce sales, despite its potential for attracting low-cost targeted traffic.
- Monthly Reporting: Regular reporting on keyword ranking progress and backlink acquisition provided transparency and enabled proactive adjustments.
- Adaptive Keyword Focus: With quarterly content strategy reviews, the content strategy evolved to focus on keywords demonstrating the highest potential for driving revenue. We kept relentless focus on specific “money” keywords that needed extra effort to drive rankings for.
- Integrated Approach: While the primary focus was on organic search through SEO, complementary paid channel strategies on Google and Meta ensured broader visibility and conversion reinforcement.
- Organic Search Impressions: Increased by 58% compared to the previous six-month period.
- Click-Through Rate (CTR): Improved by 53%, highlighting enhanced relevance and audience engagement. Our content was resonating and we were winning higher rankings for relevant keywords.
- Total Organic Clicks: Increased by 141%, indicating that a larger share of the target audience was being driven to the site.
- Year-Over-Year Visitor Growth: Organic search-driven website visitors surged by 315%, establishing organic traffic as a primary nationwide e-commerce revenue channel for Simpson’s Meats.
Strategic Approach
Hubrig Crew Marketing developed a holistic SEO plan focused on three core pillars:
- Robust Research & Targeting: A comprehensive keyword analysis identified high-value “money” keywords and their long-tail variants.
- Quarterly Content Calendars: By planning content strategy in quarterly increments and adjusting keyword focus based on real-time tracking, the team maintained agility and responsiveness to competitor tactics and campaign results.
- Evergreen and Linkable Assets: The creation of quality, evergreen content served as a foundation for building authority. These assets were designed to be both engaging for users and attractive to search engines.
- Consistent Content Execution: A steady cadence of fresh, optimized content ensured that the website stayed relevant in search rankings.
- Diverse Backlink Acquisition: Each month, the team secured more than 20 unique referring domain backlinks through:
- Industry Partner Guest Posts: Leveraging relationships with industry bloggers and experts to share content we crafted that provided value to their readers.
- Monthly Press Releases: Distributed across national media outlets to build credibility and visibility.
- Evergreen Linkable Assets: Strategically placed on the website to naturally attract inbound links.
- Real-Time Tracking: Continuous monitoring of keyword rankings and backlink quality allowed for timely adjustments. Comprehensive monthly reports ensured all stakeholders had their fingers on the campaign’s strategic pulse, results, and the direction we were headed.
Conclusion
The Simpson’s Meats case study exemplifies the power of a well-rounded SEO strategy. By combining rigorous keyword research, compelling content creation, and a diverse backlink-building program with real-time tracking, Hubrig Crew Marketing transformed Simpson’s Meats’ digital presence. The dramatic increases in organic search impressions, CTR, and overall traffic underscore how a focused SEO effort can elevate a traditional local business to national prominence in the competitive e-commerce arena.
For businesses looking to replicate these results, this case study illustrates the importance of a data-driven, multi-faceted approach to SEO—a strategy that not only meets but exceeds growth expectations.
Ready to scale your brand's local or national search engine traffic? Get started with our team today!