Ergolab

Background

Ergolab is a South African leader in ergonomic office solutions, tailored to each customer’s specific needs. We worked alongside their team to improve their eCommerce site’s search visibility, drive more quality web traffic, convert site visitors into customers, and create more brand awareness on social media.

Success Drivers

SEO – The first course of action was to perform a technical SEO audit, followed by keyword research. From here we implemented new goals and events in Google Analytics. We then used target search terms to optimise the meta data of all the pages on the Ergolab website.
Social Media – The client needed someone to manage their Facebook and Instagram accounts, both organically and in terms of paid campaigns.
Digital Strategy & Web Design – Ergolab has cemented itself as a prominent authority in office furniture amongst corporate environments and home offices. However, Ergolab recognised that their product is not only beneficial to the office worker, but to those whose hobbies include spending prolonged hours in front of their computer screens.

Outcome

After the initial SEO audit we implemented new goals and events in Google Analytics. We then used target search terms to optimise the meta data of all the pages on the Ergolab website.

Our team noticed that the content on the site was quite thin, so devised a content strategy to generate more quality content, capture more keywords, and in turn hopefully more rankings and better search engine visibility. Here at iMod we truly believe in the “silo” approach as we’ve seen it succeed time and time again with some of the best sites in the world also operating in this manner. The “silo” approach is where content silos are created from the top-level, downward, making navigation simple and logical.

We expanded the content on the main product category pages and optimised it to include long-tail keywords. We then went on to write the copy for new product information pages. New product comparison pages were also added. In addition, a new content silo which is rooted in a new top-level page was identified.

The content strategy we created trickles down to social media too, as we often had topics that we wanted to post about on social media, but then didn’t have a landing page to send users to. The iMod team did some brainstorming and came up with a social media strategy to best fulfill the client’s needs. We researched relevant topics/themes that we incorporated into our social media planning. This included creating a social media calendar, as well as social media design templates that we use on the daily and customise for each individual post.

We regularly post to Facebook and Instagram and also make use of Stories on these platforms. In time, the collection of Instagram stories have formed an informative content highlights reel that we’ve organised by topic, making the page more user-friendly and accessible to users.

After conducting keyword research to narrow down the audiences we needed to reach, one of the top targets was identified as gamers. For a long time, gaming furniture had been more about aesthetics and RGB lighting than healthy posture, comfort and ergonomics. In order to reach this audience it was vital that we create a web page that would speak to the user we were looking to target while remaining true to the Ergolab brand. A landing page aimed to speak specifically to the gaming community was designed and written to aid Ergolab in marketing to this new audience.

Within the first 6 months of working with Ergolab their organic traffic boosted by over 40%.
After about 20 months, their keyword rankings increased by over 80%, growing from 56 to 124 rankings.
We found that social media is a great way to drive engagement and harvest audience insights. Ergolab’s overall brand awareness and post reach improved significantly.
Within the first year of managing their Facebook and Instagram accounts, the website visits from social referral traffic increased exponentially, from under 1K to over 16K.
The latest addition to the website is a sleek and beautifully designed landing page appealing to the things that all gamers truly care about and addressing common problems many face when trying to create a comfortable space to game in.