Lomax 6x doubled visibility on category-defining keywords

As a marketing manager, you are probably used to regularly reporting the department's results to management. The ongoing progress and how your department contributes to the overall strategy. But what do you do if you suddenly discover that your competitors have started to move forward and steal traffic and visitors from the search results?

When the competitors come

At the start of 2021, Lomax found himself in exactly that situation. Lomax is the market leader in office supplies and their competitor had scaled up their SEO efforts. The competitor had overtaken Lomax and had begun to steal important organic traffic on key keywords.

In a highly competitive market, on both organic and paid traffic, Lomax stood to lose visibility, future earnings and all-important market share. A situation that was not desirable in a market with high growth due to the covid-19 pandemic and the many new home workplaces that all needed office supplies.

The process – a focus on the core business

In collaboration with Lomax, InboundCPH created a new SEO strategy. Objective was to first regain the lost keyword positions and then improve the positions of 80 key keywords that defined the category. If successful, Lomax could confirm their role as market leader.

The strategy was created on the basis of a thorough benchmark and performance analysis of the keywords that were important for the category and the core business. In total, 80 keywords were selected based on how much traffic they generated, how much revenue they generated and how effective they were in acquiring new customers. The strategy had to be supported by both content and proactive outreach in the form of new links.

The result

The project ran over 8 months with regular status meetings where the effort was evaluated. The benchmark and performance analysis showed that there was an estimated traffic of 1,500,000 monthly searches on the selected keywords. Due to the rise of the competitor, Lomax averaged 46th place in the organic searches. Which equates to a spot on page 7 of the search results. A place where few people come. Here, 8 months later, Lomax is in an average position of 7.8 – in the middle of the first page. A sixfold increase in the visibility of the category-defining keywords.

Converted to estimated traffic, the change in the positions of the 80 keywords has meant an increase in organic traffic from 1,100 visitors per day to as many as 4,000 visitors per day. A quadrupling of the organic traffic corresponding to potentially over a million more visitors annually.

Together with Inbound CPH, Lomax has, through a targeted SEO strategy, managed to keep the positions afterwards and outpace the competitor. For Lomax, this means that they can confirm their position as market leaders when they are clearly present on the key keywords that define the office supplies category. Precisely that position gives Lomax a strong foundation for future growth.