YellaWood® SEO Grows Plan Downloads
Updated optimizations and strategic search architecture drove growth in site engagement and in-store purchases.
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58%
YoY increase in plan downloads
At a Glance
- Client
- YellaWood®
- Engagement
- SEO & Content
- Duration
- 6 months
- Focus
- Increase project plan downloads
Overview
YellaWood® needed more site traffic and more DIY project plan downloads. We rebuilt project plan landing pages around search intent and user value. Each new batch of optimized plans helped drive measurable YoY growth.
YellaWood® DIY project plans already had a clear role in the purchase journey. When people downloaded a plan, they were showing intent that could lead to product use and, ultimately, a sale.
The problem was simple: traffic was soft, and downloads had fallen.
We responded with a search-first system that made the pages easier to find and more useful. When the content answers the question faster, users move faster too.
The Proof
Ongoing SEO revisions drove new users to DIY project plans and increased downloads. Each new batch of revisions drove incremental traffic and engagement.
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+40%
Month-one traffic growth, Batch 1
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+194%
YoY traffic growth in six months, Batch 2
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+97%
YoY traffic growth after two months, Batch 3
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+35%
YoY increase in plan downloads after just one month
The Goal
Increase traffic to YellaWood® DIY project plan pages and drive more plan downloads from Organic search.
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Traffic
Increased rankings for plans people wanted to complete would drive them to the site.
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Downloads
Helping people understand what was inside the gated content encouraged interaction.
The Challenge
Project plans encourage smaller scale, but more frequent in-store purchases. The client has seen a correlation between volume of downloads, dealer searches, and in-store foot traffic. But project plan traffic had fallen, and downloads were down in 2020.
The pages need to rank better, answer search intent more clearly, and give users a stronger reason to download.
The Solution
We used keyword research to shape project ideas, optimizing the project plan landing page and six individual plan pages. Then, we expanded the effort across three additional batches of project plans.
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Copy Edits
Tightened page copy to help users get the more impactful information up front ― so they knew they wanted the plan ― and used keyword research to guide optimization based on what users were looking for in a plan.
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Design Improvements
Improved the design so users could see more of the project in the hero image, and more of the content before they got started – including adding a Plan Preview function so they knew what cuts and materials they would need, seeing the value before they committed to a download.
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New Plans
Created new plans based on search intent. Keyword research identified a gap in the market – users wantaed plans they could build with YellaWood® that they weren’t offering yet. We worked with YellaWood® to build new plans that captured user interest, traffic and downloads.
The result was steady traffic gain, stronger download volume, and a clearer connection between search performance and user action. Data and creative worked as one system: search intent shaped the content, and the content and design updates made the pages more useful. Ongoing SEO revisions kept the momentum going.
