Gelato

Gelato wanted to dominate its organic search market. We helped them rapidly grow, starting with in-depth competitive research, strategic consulting, technical SEO, and UX optimization. After a strong foundation was set we focused on content creation, iteration, and promotion through link building. We achieved a 1200% increase in first-page keyword rankings in 12 months with a 3:1 ROI in the first year.

Life without SimpleTiger would be a lot harder.

Minna Philipson

Chief Branding Officer

Gelato

75,000

New keywords ranking in the first 12 months

1200%

Increase in keywords ranking on the first page in 12 months

3:1

ROI achieved in less than 12 months from SEO with a significant level of investment

Project Overview

Business

Gelato is a print-on-demand platform that helps ecommerce businesses sell locally produced products globally with fast, sustainable delivery. Gelato has the largest global print-on-demand network in the industry and offers its proprietary printing facility procurement software to printing facilities to drastically increase efficiency at scale.

Problem

Though Gelato grew quickly through other channels, their organic search channel was not performing anywhere near where they wanted it to. Their ambition was to solidly compete in organic search with the other major competitors in their industry within a year and to be seen as the gold standard for print-on-demand excellence globally. They also wanted to offset their paid media spend by having organic search drive just as much growth, if not more, within a year.

Solution

With our Dominance package we quickly examined Gelato's total searchable market of keyword topic opportunities, analyzed their competitors' best-performing content, and then provided a strategy to facilitate significant organic growth in an accelerated timeline. Once agreed upon we set out to execute that strategy.

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The immediate actions were overhauling the site’s internal link architecture, implementing proper internationalization across their various markets with international SEO best practices, and drastically improving Google’s crawling & indexation of the site by improving technical performance & user experience site-wide.

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We then built and updated critical commercial pages for their most competitive keywords, as well as ideated, wrote, and published 421 customer-focused, educational blog posts which we then promoted by building highly relevant links targeting key pages from 1312 unique, authoritative domains in 12 months.

Process

Before the project began we performed extensive keyword research to understand Gelato's total searchable market, what competitors were doing to effectively rank for hundreds of thousands of keywords, and to loosely understand what on-site opportunities Gelato had that we would have to address.

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These on-site challenges are things such as technical issues, user experience improvements, indexation, and because Gelato is a company that sells products across over 30 global markets, internationalization improvements.

Plan

Creative Direction

After we had a clear picture of the competitive landscape and the unique opportunities we would need to pursue, we proposed our Dominance package in alignment with Gelato's ambition of rapid improvement to become a figure in the industry in a limited amount of time.

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This plan focused on mapping out keyword topics to all content on the site based on user intent and ranking patterns, alleviating technical bottlenecks that kept certain content from ranking entirely, and actively improving the internationalization structure of the site then to rapidly compound growth through content production amplified by building links from authoritative domains.

Production

Design

Immediately upon the project starting we met for our initial strategy discussion where we aligned on page creation and content updates we recommended as well as site architecture changes, blog topics for content creation, and confirming link-building targets.

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After this call, we hit the ground running on all fronts, collaborating with the client's internal content and technical teams to rapidly implement improvements sitewide to immediately kickstart growth, as well as start content production and link-building outreach from our team.

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Within the first month, we had new articles published, new links live, technical and user experience improvements both underway and being launched live, and we were already actively pushing keyword improvements by early in month two.

Iteration

Development

Constant iteration in a project of this magnitude is essential. We constantly examined and analyzed our progression to see where we were having the most efficient growth and doubled down in those areas, constantly adapting as we progressed.

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Our content production and link-building output increased rapidly. We continued to improve internationalization, overhauling Gelato's product pages from a technical and keyword targeting perspective, then built, improved, and revised commercial landing pages covering their core product offerings. We aligned our page optimization recommendations with the types of content we knew drove the most revenue through organic search due to Gelato's deep revenue attribution tracking processes.

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Gelato has a mantra internally, "We change until we win." This iterative approach is core to SEO. Testing, evaluating, adjusting, and improving performance over time is exactly what we have done to date, and will continue to do to help Gelato in their ambition of market dominance in the print on demand space.

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Conclusion Notes

This project reached a positive ROI within 6 months and a 3:1 ROI in the first 12 months with significant spending aimed at overshooting key competitors within the first year, and building a beachhead for future organic growth for years to come by overtaking PPC as their main source of customer acquisition.

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This project is a testament to a partner mindset. The results achieved throughout the first 12 months of this project would not have been possible had it not been for the tireless dedication and work put in from both the SimpleTiger team and the Gelato team, spanning content, technical, and design teams.

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With the work that has been done over the first 12 months of this project, Gelato's CAC will continue to rapidly decrease as rankings and traffic compound from the assets we have created and continue to create, which will naturally increase the ROI of this project. With SEO being such an efficient, compounding growth channel, Gelato’s CAC will continue to drop along with their CAC payback window, constantly increasing the efficiency of all spending on the organic search channel making growth easier and more sustainable for the long-term.

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This project has been an incredible experience for the SimpleTiger team and we look forward to continuing our work with the amazing team at Gelato, and would love to work with more businesses that match their level of ambition and work ethic.

Update:

Since publishing this case study SimpleTiger has better refined the project with Gelato and continued to grow Gelato's organic presence significantly. This growth has resulted in nearly doubling total keyword performance (from 80,000 to 153,000 total keywords ranking), quadrupling signups per month, and achieving a #1 ranking placement for the most important and competitive keyword in the industry.

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Gelato

Project Overview

Business

Problem

Solution

Process

Plan

Creative Direction

Production

Design

Iteration

Development

After

Before

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Results

Conclusion Notes

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FAQs

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