Warby Parker Case Study

Increased ROI to 23.8X (i.e. 2380% ROI) For Warby parker SEO Campaign.

Warby Parker

WarbyParker.com is an Ecommerce Website for Warby Parker Eyeglasses to sell glasses, sunglasses, eyeglasses, prescription eyeglasses and custom designed frames. Selling the Glasses & Prescription Eyeglasses is the main business of this US Company.

Improved ROI in percentage

%

Conversion Rate

Top 10 Keywords

%

Online Sales

The Challenges

WarbyParker.com had tried many SEO Contractors and Teams for their website to gain the top page rankings from 2012 to 2016, but none of them got the results for the website keywords. In mid 2016, they contacted us at Webrex Studio to get their website in the top page rankings as well as increase the organic traffic and sales. The website had many bad backlinks created by the older teams which had to be removed as well as good backlinks needed to be created.

The business also needed Online Reputation Marketing as it was getting on top pages for many derogatory reviews and search terms. The bounce rate for organic traffic was more than 81% which had been a major concern as the website had a lot of direct traffic which was fake and not resulting in any conversion. The website keywords were nowhere in the top 10 pages of Google.

After having several online meetings back to back with the Warby Parker partners, they agreed for 9 month SEO campaign to be carried out by us with full freedom to implement our SEO campaign. If they see any improvement in the rankings, then the contract will be extended to 24 Months.

The Problems

In our initial findings, we discovered that WarbyParker.com had not been worked by the previous contractors and teams with White Hat SEO and had been experiencing over-optimization penalty by Google too.

● No optimized Page Titles.

● No optimized Meta Descriptions for the pages.

● No optimized H1, H2, H3, etc. Headings.

● No Keyword Research for specific pages.

● Very bad quality backlinks leading to spam sites.

● Wrong anchor text in backlinks.

● No inner page backlinks.

● No focus over the Link Building and off-page SEO.

● Too high Bounce Rate at 81.6%

Our SEO Strategy

A full SEO campaign with a focus on Keyword Research, Content marketing, Link building was planned.

Keyword Research

First and most important part of any SEO campaign in the world is Keyword Research. If we can’t get this right then I don’t think we are able to get Warbyparker where they are now.

We have fetch keywords related to the Warbyparker niche with high volume and low competition and start assinging each keyword to thier respective pages.

We have also done competitor research and added keywords which are already working for them and implement right keywords for the campaign.

Client has also given us the list of the keywords but we have only put the keywords which is relevant to the niche, Initialy we have tageted long-tai keywords to gain traffic to the site.

Over the months, Google has recognize our efforts and below is the image where you can check how well keywords are perfoming for Warbyparker.

Right now they are ranking for 5927 keywords in top 3 and 6221 keywords in 4 to 10 on Google.

Content Marketing

After we have set up the initial campaign we focused on the content marketing phase. Content marketing will help you rank more keywords and in search engines with the help of SEO-optimized content.

Content marketing focused is to generate more organic traffic. Each webpage should target one primary keyword and other related secondary keywords but the secondary keywords have to be related to the primary keyword.

We have updated quality blog posts that cover good topics in their niche within several months the website starts gaining organic traffic as per plan.

Link Building

Building links is still one of the most used OFF Page SEO techniques and if your agency doesn’t do link building then you are missing out on a lot.

We follow Link building strategies to rank Warby Parker higher in search engines. We first start with Social Bookmarking on various social media sites which has help Warby Parker gain trust in eyes of Google.

After the initial link-building strategies, We focused on building links to the blog posts, each blog post is been linked to the product page so that links could be generated to the product pages.

Results

The ROI for the organic sales for the first few months had been on the negative side as Google penalty was putting a negative stress on the results.

● The ROI for the first year was approx. 7.2% from the website sales.

● The ROI for the second year was 12.2% from the website sales.

● The ROI for the third year was 16.7% from the website sales.

● The ROI for the fourth year was 21.1% from the website sales.

● The ROI for the current year is 23.8% from the website sales which is under stress due to Covid19.

● The volume of organic traffic increased from 13,000+ to 1,600,000+ (i.e. more than 1.6 Million) in these last 4+ Years.

● The number of keywords in organic results increased from 300+ to 180,000+ in these 4+ Years.

● The sales from organic traffic increased significantly through website orders with 23.8X ROI for the current year.

“After trying our many SEO Experts and firms, we’d no hope for our website to show any positive ROI. But the SEO Team at Webrex Studio changed everything within a year.  From removing Google Penalty to getting more than 1 Million organic traffic has been a wonderful journey with them!”

Neil Blumenthal

Partner, Warby Parker

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