Direct Agents, a data-driven, full-service digital marketing agency, has been recognized as a winner of the 25th Annual Communicator Award of Distinction by the Academy of Interactive and Visual Arts (AIVA).
The Communicator Awards is the leading international creative awards program honoring creative excellence for communication professionals. The Communicator Awards are judged and overseen by the Academy of Interactive and Visual Arts (AIVA), a 600+ member organization of leading professionals from various disciplines of the visual arts dedicated to embracing progress and the evolving nature of traditional and interactive media.
Direct Agents won The Communicator Award of Distinction for its voice search marketing. For this campaign, AvoDerm, a large, business-to-consumer brand in the natural pet food industry enlisted Direct Agents to win voice search placement to increase brand visibility on Google and drive sales on Amazon.
The Direct Agents’ SEO team performed thorough keyword research, identifying quick answer opportunities for blog content that would convert to voice search queries. The content marketing team then designed posts to answer these queries; optimizing the titles and formatting the content of each post to be easily selected and read by a voice assistant. From content planning to onsite HTML, each article targeted the voice search position.
Direct Agents’ strategy resulted in unprecedented results for AvoDerm. AvoDerm’s blog posts saw a 5,300% increase in quick answers. This correlates to a significant rise in visibility as AvoDerm’s content was presented by Google Assistant as answers to various informational voice queries.
Direct Agents’ Amazon team used each AvoDerm product’s unique ingredients and formula to optimize its keywords, product titles, bullets, and descriptions. By targeting both high-search volume keywords and long-tail keywords on each product page, Direct Agents brought AvoDerm products to the top of Amazon search results, where Alexa would highlight them in response to voice queries.
On Amazon, product optimizations increased keyword visibility by over 800% between January and August 2018, including a strong 320% increase in Page 1 keywords. AvoDerm’s products also began being featured by Alexa in voice searches. As voice search increased visibility, AvoDerm products saw a 34% increase in sales.
The three blog posts with the quickest answers represented 79% of total blog sessions, showing the growing importance of voice search in organic visibility as more people use voice assistants.
“Through a holistic approach to Voice Search, Direct Agents was able to exceed the expectations of our client. Our unique combination of content marketing and Amazon organic management sets us apart from the common lot as true innovators,” said Jonny Waite, Director of Search at Direct Agents.
To learn more about our voice search solution, reach out to [email protected]