Superb Digital has used the following skills/services in the project.
Bitcade has become one of our best success stories of 2020. With very little search presence and a website in need of a revamp, in 12 months Superb Digital has delivered a 296% increase in leads and a 370% upturn in revenue for the Bristol-based retro arcade machine manufacturer, through a combination of PPC, SEO and a slick website redesign.
Founded by qualified electrical engineer, Jack England, in 2017, Bitcade is the UK’s largest producer of custom-built arcade machines.
Jack approached us in late 2019 after he noticed that many of his competitors were far easier to find online than Bitcade. Whilst the company had seen consistent and manageable growth for the last 2 years, it was becoming apparent that the company’s weak search presence was holding them back and an untapped source of new business.
It became clear that Jack knew the potential was there for real growth and was keen to start working with an SEO agency in Bristol in order to deliver it through both organic SEO and PPC
PPC
Within a week or so we were up and running with Google Ads (both text and shopping ads) and by the end of the first month sales from the website had leapt 181%. Over the next couple of months, we honed the campaign further, driving down the cost per acquisition (CPA) and gradually increasing revenue by further 30% on top of the initial jump.
With our proof of concept proven, Bitcade wanted to up the ante and started taking on organic search, through our process of regular on-site optimisation, regular blogging and link building.
On-site
As with all SEO campaigns, the first port of call for Bitcade was a comprehensive site audit. This would highlight any technical SEO or website development work that would be needed to get the website up to speed.
Combining competitor and keyword research, allowed us to get a solid understanding of how much work was needed in terms of onsite content and link building in order to start getting Bitcade onto page one across a number of target keywords.
Content Strategy
As with any SEO strategy implementation, content is the meat on the bones that drives the relevancy and onsite authority that causes a website’s rankings across the board to rise. After optimising service pages with relevant information and a common FAQ, the ongoing content production would take place on Bitcade’s blog.
Link Building
With a growing body of insightful and entertaining blog content on the site, we began our link building campaign around month 4, calling on our extensive network of lifestyle and gaming bloggers to place links in their existing content as well as writing guest blogs for publication on these sites.
Over time, these links to Bitcade’s key transactional pages, as well as blog posts, have seen the site’s overall authority grow and rankings spike.
Web Design
One of the key hurdles to success for us from the outset was getting the website redesigned. The original build, whilst entirely functional, had a certain DIY appeal to it and ultimately this would be hurting conversions due to poor UX. However comprehensive and effective SEO strategy, a campaign is always going to be constrained by a poorly designed or clunky website. Whilst entirely functional, Bitcade’s original website lacked the visual flair that would really help sell their products to a keen audience.
Ultimately you have to convert traffic into enquiries and sales when you get it there so website build and design is an absolutely critical element of successful digital marketing. After discussions with Jack, the decision was made to ride this wave of SEO success and invest growing profits into redesigning the website, which was built on the Shopify platform.
Our aim was to make the website look more appealing, easier to find what you want, easier to find and add upgrades and simple and intuitive to checkout or contact Bitcade.
Rankings and revenue increased consistently over the course of the first six months or so working on Bitcade’s SEO. Then came lockdown. Fortuitously for Bitcade, retro arcade games became one of those ideally positioned products that appealed to a demographic spending endless weeks of being isolated at home, often on furlough.