How a long-tail keyword strategy unlocked 7 figure revenue growth for Preschool Equipment
Aperitif used an intent-driven SEO strategy to help an established brand reach their next level of growth, achieving double digit revenue growth for the last two years and counting.
About Preschool Equipment
Preschool Equipment was established in 1992 by Anna and Cyril Lutchner. Dissatisfied with equipment available to their grandchildren at the time, they sought to supply high-quality, Australian-made furniture and equipment to early childhood experts, educators and centres. Over time, the business has grown to incorporate three generations of family to deliver natural learning environments through durable, streamlined designs. Pioneering the use of hardwoods, PSE’s versatile range amounts to almost 400 products, majority of which are still handmade in Australia.
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The Challenge
PSE came to Aperitif with ambitious growth targets for the year with a strong focus on net profit.
Having never done any form of digital marketing before, they wanted to reach new audiences in the early childhood learning space that didn’t necessarily know that their products existed. PSE had an extensive catalogue of over 1,100 products yet majority of sales came from only a select group of product categories.
The Approach
Given the thousands of searches available each month via search engines and the resource constraints, we recommended an SEO campaign focusing on long-tail, product-specific searches. Using the product collection pages as the heroes of the campaign, we revamped the on-page copy to use language that PSE’s audience was familiar with, while optimising the site’s architecture to better rank for these search terms.
We also began an extensive outreach campaign, pitching out PSE to young-family specific publications and interior design blogs, with the goal of getting linked mentions from relevant and authoritative articles.
Each month we met with the business owners to discuss changes in industry trends, product priorities due to seasonality and included these new search terms in our campaign well before they became relevant. This enabled us to get a jump on our competitors by ranking before competition ramped up.
The Results
Dispite being our second full year working together, PSE was able to continue to substantially grow its organic revenue and traffic, without any changes to their service fees. They have recently had to expand their warehousing and have brought on a 3PL provider to assist with the new average monthly orders. We’re thrilled by the opportunity to be apart of PSE’s growth journey.
