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Drouin Tree Services – November 2022 Monthly Report

Dec 7, 2022

Manager

SEO performance was quite pleasing during November. The campaign saw 23 keywords in the top 3 spots of Google search results, with a further 92 in the top 4 to 10 spots. Leading keywords included ‘stump grinding Drouin’ and ‘tree pruning Drouin’. Meanwhile, the Google Ads campaign saw 13 conversions from 90 clicks, and a 14.44% conversion rate. Ads displayed more often than competitors for relevant searches, and placed 1st 58.82% of the time. In November, we optimised page titles and headings, and updated the negative keywords list.

Google Ads Analysis

  • 13 Conversions
  • 90 Clicks
  • 5.37% CTR
  • $12.90 Avg. CPC
  • 14.44% Conversion Rate
  • 50.99% Search Impression Share
  • 87.29% Top of the Page Rate
  • 58.82% First Position Rate
  • November marks the last month for the Google Ads campaign. The ads were shown most of the time compared to competitors whenever there were relevant searches. Additionally, the ads were in the 1st position 58.82% of the time. The closest competitor, Gippy Tree Services, was brought down from being in the 1st position 100% of the time when the campaign started in October, to only 33.55% in November. Alongside this, the campaign saw 13 conversions throughout the month, which came from calls and Contact Form submissions.
  • However, another competitor, grandviewtreecare.com.au, is starting to crawl up the ranking with a Top of the Page Rate of 82.73% and 1st Position Rate of 48.18%.
  • For November, we adjusted the campaign budget to $46 daily to accommodate the aggressive bidding for some keywords, which reached up to $20. We also added low intent and competitor search terms in the negative keywords list to keep high intent searchers seeing the ads more.

    • SEO Analysis

  • 27 keywords ranking in top 3 (first page) results
  • 92 keywords are ranking in top 4-10 (first page) results
  • Keyword ‘stump grinding Drouin’ is ranking in the 1st position (first page)
  • Keyword ‘tree removal Drouin’ is ranking in the 1st position (first page)
  • Keyword ‘tree pruning Drouin’ is ranking in the 1st position (first page)
  • Keyword ‘tree services Drouin’ is ranking in the 1st position (first page)
  • Keyword ‘stump grinding Gippsland’ is ranking in the 12th position (second page)
  • Keyword ‘tree removal Warragul’ is ranking in the 12th position (first page)
  • In November, work on optimising page titles and headings, and updating the XML sitemap was completed.

    • Drouin Tree Services – October 2022 Monthly Report

    Nov 7, 2022

    Manager

    The campaign sees a promising start, which is pleasing to see! User visits are almost at 200, despite tracking starting in the second week of October. The overall trend was up and down, but ended on an upward note that appears optimistic. Almost half of total website traffic came through organic (SEO) channels, and they spent almost 3 minutes on the site, showing that the content is relevant to their searches. In terms of keywords, the SEO campaign now has 15 keywords ranking within the top 3 spots of Google search results, with a further 79 in the top 4 to 10 spots – very pleasing! For Google Ads, the campaign gained 3 conversions and positive ad rankings, with 81.03% of keywords appearing at the top. In October, we published 2 service pages for ‘tree services’ and ‘tree removal’, and created 64 location-focused pages as well. For Google Ads, we updated the negative keywords list and set up standard search ads. This November, we will carry out more on-page and off-page strategies to boost vital keywords. We will also be more aggressive with our keyword bids to outrank competitors.

    Google Ads Analysis

  • 5.26% CTR
  • 58 Clicks
  • $1.70 Avg. CPC
  • September has been challenging for the Google Ads campaign. We did not get any conversion and underspent the allocated budget for the Google Ad Grant account. Furthermore, the campaign still got search terms related to psychiatrists and specific psychologist names. Although we have added the term [bulk billing] in exact keyword match type to the negative keywords list, searches related to it still trigger the ads. Finally, due to many broad keywords being targeted in the campaign, there are still a lot of research-inclined and low intent searches that result in ad delivery.
  • However, the campaign saw a consistent level of CTR above 5%, which is the minimum requirement to continue using the Google Ad Grant.
  • For September, we added the other variations using the term “bulk billing”, specific psychologist names, and psychiatry related terms to the negative keywords list.
  • With that being said, the plan for October is to continue updating the negative keywords list to avoid irrelevant, low intent and competitor searches. We will also further refine the keywords and the ads so these can match the search trends that are closer to a conversion. Finally, we will start setting up Google Analytics 4 (GA4) for tracking website statistics. This will be the new standard beyond July 2023, wherein the Universal Analytics version of Google Analytics will be phased out.

    • SEO Analysis

  • October has produced some very promising initial results for the vital keywords as the SEO campaign kicked off.
  • 15 keywords ranking in top 3 (first page) results
  • 79 keywords are ranking in top 4-10 (first page) results
  • Keyword ‘stump grinding Drouin’ is ranking in the 1st position (first page)
  • Keyword ‘tree removal Drouin’ is ranking in the 1st position (first page)
  • Keyword ‘tree pruning Drouin’ is ranking in the 1st position (first page)
  • Keyword ‘tree services Drouin’ is ranking in the 1st position (first page)
  • Keyword ‘stump grinding Gippsland’ is ranking in the 10th position (first page)
  • Keyword ‘tree removal Warragul’ is ranking in the 10th position (first page)
  • Also in October, two new service pages focusing on the keywords ‘tree services’ and ‘tree removal’ were published. The pages can be viewed here: https://bit.ly/3U40uF2 and https://bit.ly/3DpC6qs.
  • 64 location-focused pages were also created based on the Tree Services page.
  • In November, more on-page and off-page strategies will be carried out for the vital keywords to boost, if not keep, their rankings closer to the first page of Google search results and improve customer actions on the site.