Why the Google Focus?
Expand Reality.io focuses on selling smart glasses hardware, however, the manufacturers and distributors do not understand Google.
We saw an opportunity to own Google enquiries with:
- The right focus
- The right expectation, it would take a year.
- The right tools.
We explained in the Sales and Marketing section why we selected HubSpot, we omitted one key factor, Google Venturers were the first investor in HubSpot.
HubSpot as a tool gives you the ability to perform in Google if you follow the right plan, which 99% of companies do not.
This page explains how we use three tools to collect data on our Google Performance and make rapid steady ranking and traffic progress.
Researching and Data - the Insights?
SERanking is one of many SEO platforms that helps you research the market, competitors and Google Keywords.
When we started to analyse Google Keywords for initially the Expand Reality Hardware, smart glasses, we found the manufacturers and distributors and competition we not very good at dominating Google Organic listings.
They talked about the product, not what Google wants which is Why you'd use smart glasses to solve a problem.
It was also obvious to use that the software that went with the smart glasses was undersold in Google, Including SimplyVideo, when we reviewed the SERanking Research Data.
Let's explain the approach.
The SEO Competition Brick Wall?
If you are determined, thorough and with a 1 year mindset you can dominate Google Search terms if you have a plan.
The plan, do not use Pay Per Click for anything but tactical, short term advantage, as anyone with deeper pockets can come along and beat you in that game.
Few have the knowledge, patience and persistence to win at Search Engine Optimisation because they lack one or all three requirements.
Our intention having reviewed the Google landscape is to use an SEO strategy to erect a demand brick wall in Google for both the hardware and Software/Ai product ladder.
As they naturally reinforce each other, with smart glasses needing to connect using SimplyVideo and Smart glasses hardware needing on demand information (Ai) the strategy made sense.
The principle is this, build a wall of content for all three product lines, that starts with the hardware and then farm the resulting traffic, investing in content on an ongoing basis, to keep the demand in place.
Effectively cutting off a large portion of demand from competitors, distributors and manufacturers alike.
How did we set the campaign up to Perform?
To win at Google inside a year, you need focus. We selected two smart glasses hardware manufacturers, Magic Leap and Vuzix as our target keywords.
Whilst that sounds focused, we immediately found the need to switch sell HoloLens the Microsoft product into Magic Leap and go after holoLens Terms.
As well as switch sell RealWear demand into Vuzix. Both HoloLens and RealWear are secondary focuses which a logical switch sell into Magic Leap and Vuzix.
Both manufacturers loved the switch sell plan, and backed them with digital assets we could repurpose.
We then set about targeting the Vuzix and Magic Leap content at three sets of keywords.
Those at awareness stage - "what is augmented reality?" "What are smart glasses?"
Those at the consider stage - "Magic Leap v HoloLens"
Those at convert stage - "Buy Magic Leap"
Google Traffic
6th November we started with 35 visitors to the Expandreality.io site from SEO a month
Today we stand at 1022 and increase of 29.2X
Here is an example of how we organised the content campaign : below are the 59 general terms for people search for Magic Leap information.
We started ranked 46 (page 4/5 of Google) we are now 31st on average for all the keywords.
When we fix the website and domain authority in July - Sept if we didn't improve further we should expect 37.9%(visibility) of the 8,100 monthly searches. i.e 3069 visitors a month, currently we get 264 (traffic forecast)
Below Magic Leap "Consider terms"
There are 24 keywords at the consider stage (of the buyers journey) we are tracking like "Magic Leap v HoloLens"
- We have improved from nowhere in November to 19th in December and now 12th on average.
- However, our visibility 30 (30% of search traffic) means we should get 30% of the 110, considering a Magic Leap purchase. We get 3.
- Again we will improve come the new website launch, Shop launch and address our domain authority to get the 30 visitors!
Magic Leap Convert buyers journey stage
There are 50 people looking to buy Magic Leap every month, we get 3 of them.
We ranked 7/8th for the 6 Buy Keywords 6 months ago, we now rank 5th.
Again once we address the site move, domain authority we will get 33 visitors a month wanting to buy a Magic Leap.
Magic Leap Buy Now And Enquire now link to Expand Reality
See below
Ultimate Goal
We will if we continue at this pace or accelerate get to 9720 visitors a month to the Expand Reality site in under a year. (277 X increase)
Here's how we know that:
- 138,870 people search every month for the 1076 keywords we currently track.
- We have 7% site visibility (should be share of traffic)
- If we had a better domain authority , 50/100 not 8/100 we'd get 7% of the 138,870 visitors, or 9,721 visitors (9X what we get now)
- That's before we launch 187 Hardware accessories product pages in July, that reinforce the Hardware lines we already sell.
- Before we tackle a linking campaign to:-
- Education bodies we already have as customers (with high authority website domains)
- Example Leeds Beckett University that helped us win the Innovate Grant for £1m with GMi and Angle Stack.
- With the hardware manufacturers (we already have Magic Leap )
- Software Partners for the hardware devices like Akular, Movinyt
- Partners for the Grant like GMi and Innovate.
- Software Partners for the CCai SaaS product like Autodesk and Procure
We have now 649 keywords in the top 30 - average position 10th
With the search visibility at 41.2 we are poised with the site move, cart upgrade and 187 new lines of product, to dominate Magic Leap, HoloLens,Vuzix and Realwear, Google traffic.
At our current rate the Key manufacturers targeted will , for these keywords break into the top 10 in August. At that point traffic will double on these manufacturers. My prediction therefore is:-
- Rather than the 1,172 SEO visitors today we will get 2,344
- That is without any domain authority movement
- That puts us in a strong position to start to leverage the manufacturers hard
- They will notice that their direct Google traffic has dropped
We will negotiate heavier Manufacturers Development Fund and increase the marketing team to propel ourselves forward faster on:
- Meta and Mesh projects
- Construction GTai SaaS revenues
Below see the main keyword groups we are targeting
- The trending towards breaking into the top 10
- Then the Top 3 is months away
Below you will see the focus for H2
Firstly to continue the progress on core manufacturers of hardware
That will secure the traffic to sell more hardware at a faster rate, secure more pilots, that we will then manage to fleet scale.
New teamsters in marketing part - funded by MDF from manufacturers will target the:-
- Use cases groups by sector
- The Building Safety Act terms
