Case Study
Cubelelo
​​A 9 year old online toys brand that has grown well on the back of its niche community. Cubelelo is a one stop solution to all your cubing needs, be it official speed-cubing puzzles, unofficial puzzles, twisters like the mirror cube, cubing accessories like lubricants, tensioning tools, timers & mats, stickers etc – all these are just a few clicks away! Their community connect, brand recognition and customer service are inspirational for any niche eCommerce brand.
Campaign
eCommerce – Indiawide
Industry
Puzzles & Toys
Key Growth Levers
Bing SEO
Case Study
Cubelelo
​​A 9 year old online toys brand that has grown well on the back of its niche community. Cubelelo is a one stop solution to all your cubing needs, be it official speed-cubing puzzles, unofficial puzzles, twisters like the mirror cube, cubing accessories like lubricants, tensioning tools, timers & mats, stickers etc – all these are just a few clicks away! Their community connect, brand recognition and customer service are inspirational for any niche eCommerce brand.
Campaign
eCommerce – Indiawide
Industry
Puzzles & Toys
Key Growth Levers
Bing SEO
Key Challenges
Even though, they were amongst the earliest eCommerce D2C brands in India – Cubelelo had not focussed on SEO for all their years of existence. The category was dominated by international stores, brand stores and marketplaces on organic SERP.
Can we leverage SEO to grow the brand? Can we strengthen the community of Cubelelo using SEO? Can we ensure the prospect sees Cubelelo across all their potential search queries related to cubing? Net net – can we improve a cuber’s affinity to Cubelelo and hence the revenue?
24 Months In, Here Are Our Results
12X
Increase In Organic Search Traffic
9700+
Queries Ranking In Top 5 Positions
10X
Increase in Non-Branded Search Traffic
APPROACH
Solving User Queries Across The Funnel
We leveraged the deep expertise of the Cubelelo team on the subject matter to create high quality content. Alongside, we also focussed heavily on building the domain authority to outrank all major brands and international stores.
User Journey Specific Keyword Research
We identified 300+ topics to cover which play important roles in the purchase decision making and post purchase usage journeys of cubers. Via the former, we drove consideration and via the latter - we were able to strengthen the community and become the one stop destination for the Indian cubing community.
Ongoing UX improvements
We implemented detailed GTM tracking throughout the user journeys on the website to continuously identify improvement areas and improve the website UX.
Strategic Link Building
We kept identifying link building opportunities via SERP competitor research, niche specific website outreach as well as other high authority guest posting opportunities. Through all 3 - we were able to improve the DA from 21 to 45+.
IMPACT
Complete Niche Domination
Our plan gave us consistent month on month traffic growth. But at the same time, we also got a few bonuses with major Google algorithm updates. Our white hat strategies got significant boosts during Google updates creating upto 40% month on month traffic growth, on an already high base.Â
Thanks to a holistic strategy and rigorous execution, we grew from around 14K monthly organic sessions to 170K monthly organic sessions, in 24 months.
SERP Impact
We dominated 9700+ SERPs with top 5 rankings. Including 1000+ Snippet slots – right from featured snippets to image to video slots as well.
Business Impact
SEO became our primary awareness channel contributing over 30% of overall new users. This would then be funnelled into email marketing campaigns as well as in paid campaigns for further conversions.
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