Increase in non-brand clicks
Increase in page #1 rankings YoY
Improvement in Share of Voice
Kogan is a prominent Australian online retailer with a global footprint. As a publicly traded company, it offers an extensive array of products ranging from Electronics, Furniture, and Clothing to Mobile and Insurance services.
Facing rising costs per click (CPC) rates year-over-year (YoY), Kogan, a significant player in the e-commerce space, sought to mitigate risk by diversifying its revenue sources beyond heavy reliance on Search Engine Marketing (SEM) campaigns. Additionally, Kogan recognized the encroachment of Amazon Australia on the market, with their substantial resources enabling dominance in SEM advertising. To counteract this, Kogan aimed to bolster organic traffic as a strategic imperative.
The campaign’s first objective was to achieve a minimum 10% growth in non-brand clicks over a 12-month period. While this percentage might seem modest, given Kogan’s already substantial traffic volume, such growth would be significant, especially in the context of formidable competitors like Amazon Australia and Catch.
The second objective revolved around addressing keyword cannibalization caused by duplicated category-level pages. Kogan’s automated “deals” pages resulted in unintentional duplicate pages that could potentially dilute traffic. With over 44,000 such pages, a comprehensive content pruning audit was required to rectify this issue.
The strategic approach included:
- On-page optimisation for key category landing pages.
- A comprehensive Technical SEO audit to identify and rectify technical glitches.
- A thorough content pruning audit to identify and resolve duplicated category pages.
- Focused Link Building efforts.
Analysing the performance in February 2022 versus February 2023, a remarkable 14% increase in non-brand clicks was observed for the Kogan website, successfully surpassing the initial objective of 10% YoY growth in non-brand clicks.
Notably, among Kogan’s competitors, only Catch and Amazon Australia displayed non-brand click growth, while the remaining contenders failed to achieve such gains. This outcome underlines Kogan’s exceptional ability to defy industry trends, achieving positive outcomes from their SEO campaign despite strong competition.
In conclusion, Kogan’s shift from over-reliance on SEM to a diversified strategy leveraging SEO and other channels was met with impressive success, evident in significant non-brand click growth and the ability to stand out in a competitive landscape.