How SEO Creamed the competition

The muffin case study between two competing muffin stores.

Case study background

The Baker brothers, Barry and Bobby have been in the hospitality industry together for many years.  They have run many successful businesses together but they have both felt it is time to go their own separate ways and form their own companies.  They both enlisted their younger brother Ben to build them a website and they are not currently doing any other advertising other than Ben's recommendation of SEO.  

Both businesses are geographically located in similar spots in the CBD with very similar foot traffic past each store.  

For the simplistic nature of this case study all elements outside of Bobby outsourcing his SEO, both businesses are very similar. 

 

Business Stats

Keyword to position for - Fresh Muffins
Monthly search volume - 10,000 searches
Conversion rate from website - 20% of web traffic turn into paying customers

 

 

Barry's Muffin Store
Barry has decided to do his own SEO.  He feels confident on computers and wants to save some startup money.


Business Stats
Current Page - 2nd 
Current Position - 3rd 
Page Views - 1,000*
Click Rate - 1%**
Conversion Rate - 20%

 

Based on the above information Barry can expect:
Current visitors to the website - 10
Number of paying customers from website - 2 per month

 

Forecasted Sales
Average sales per customer - 2 muffins a week
Average Muffin Price - $4.00
Monthly sales from web traffic - $16.00

 

Bobby's Muffin Store
Bobby has decided to outsource his SEO for $299 a month to his brother Ben (who created his website).


Business Stats

Current Page - 1st  
Current Position - 1st 
Page Views - 10,000
Click Rate - 30%
Conversion Rate - 20%

 

Based on the above information Bobby can expect:
Current visitors to the website - 3,000
Number of paying customers from website - 600 per month

 

Forecasted Sales
Average sales per customer - 2 muffins a week
Average Muffin Price - $4.00
Monthly sales from web traffic - $4,800.00

 

From the above information, you can see that because Bobby spends $299 a month outsourcing his SEO, his brother Ben managed to get him into the top position on Google.  This has resulted in 300x more leads and generated him 300x more monthly revenue than Barry.  
We aren't saying that this will happen for every business but in this case, it did. 

 

This is a very simplistic view of how your business position can affect your bottom line.  There are a lot of other factors to take into account like your website conversion rate, the keyword competition, your industry etc.  

If you want to talk further about how we can help raise your monthly traffic resulting in more leads for your business then send us an email at info@amplifi.nz today.

 

 

A few of the stats above explained:
 - *Page Views - only 10% of leads will click past page 1.  From 10,000 searches a month, only 1,000 will go past the first page.
 - **Click Rate is based on position.  On average the 1st position on page 1 will receive around 30% of all clicks.  The % varies between studies so 30% is an average.  All positions on page 2 will be 1% or less.