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AvoDerm

CASE STUDY

AvoDerm, a natural dog and cat food brand, had little visibility on Google and Amazon results pages. They wanted to use voice search to increase brand visibility on Google and drive sales on Amazon, the only place where they sell their products.

Goals

AvoDerm needed to be featured in quick answers to become preferred in Google Assistant results. On Amazon, their products needed to reach position 1 to be recommended by Alexa.

Channels

SEO

VOICE SEARCH

Process

INFORMATIONAL QUERIES

Google Assistant reads its answers directly from Google’s featured snippets. 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.

BUY ACTION QUERIES

On Amazon, Direct Agents 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.

Results

In 2018, Direct Agents’ work on AvoDerm’s blog posts resulted in 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. The video below showcases this success.

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.

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 products also began being featured by Alexa in voice searches, as shown in the video below. As voice search increased visibility, AvoDerm products saw a 34% increase in sales.

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5300%

Quick Answer Growth

1244%

Organic Sessions Growth

800%

Amazon Keyword Visibility

34%

Amazon Revenue Growth

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