Everything that you need to
make anything possible
A bundled service case study
Services
SEO, Content, Development, PPC
Industry
Outdoor Equipment and Supplies
Resources hired
07
Association period
4 years
Introducing
the client
Extreme Marquees is a leading Australian provider of premium marquees, gazebos, and outdoor event solutions. Their high-quality products cater to various events, including corporate gatherings, weddings, sports events, and market stalls. Offering a wide range of sizes, styles, and customization options, Extreme Marquees prioritizes functionality, style, and durability. Their marquees are built using top-quality materials and advanced manufacturing techniques, designed to withstand Australia's harsh climate.
Seeing that the times were right, Extreme Marquees decided to expand their business. And for this, they needed to revamp their present website to accommodate their increased reach in the near future. As for their reach, they decided that digital marketing campaigns were the best way out to get their reach across. With their goal set, Extreme Marquees joined hands with a team from Virtual Employee with development, testing, content, and digital marketing skills.
Solving the toughest
development challenges
Challenge #1
Improving the website's
performance for faster page
loading times.
We followed this methodology, regularly updated and maintained the website's performance, to create a faster and more enjoyable user experience, leading to higher user engagement and improved search engine rankings for Extreme Marquees.
Performance audit
We started with a comprehensive audit of the website's current performance. Tools like PageSpeed Insights, GTmetrix, and Lighthouse helped us identify areas that needed improvement, such as slow-loading elements or large image sizes.
Identify bottlenecks
Then we analyzed the website's code and server response times to pinpoint performance bottlenecks. We investigated render-blocking resources, excessive HTTP requests, and large JavaScript or CSS files that hindered page loading.
Lazy loading
Implemented lazy loading for images and other non-essential resources below the fold. These delayed loading until users scroll down, enhancing the initial page load time.
Caching implementation
We used browser caching to store static resources locally, reducing the need for repeated downloads. Configure cache settings to optimize loading times for returning visitors.
Image optimization
We compressed and resized images without compromising quality to reduce their file size. Considered using next-generation image formats like WebP for browsers that support them.
Database optimization
Firstly, we examined the database, its queries, and performance to spot slowdowns. We improved slow queries in WordPress and sped up data retrieval using tricks like indexing.
Code minification
Minimized CSS, JavaScript, and HTML files to remove unnecessary whitespace and comments. This reduced file sizes and improved the loading speed.
Responsive design
Ensured the website is responsive and mobile-friendly and adapts to various devices and screen sizes, since a well-optimized mobile experience contributes to faster loading times.
Third-party scripts
Limited the use of third-party scripts that slowed down the website. We chose lightweight alternatives or added custom coding when possible.
PageSpeed Insights
GTmetrix
Lighthouse
CSS
JavaScript
HTML
MySQL
Challenge #2
The project scope expanded,
we needed to create
a custom
product template plugin.
The specialized plugin aimed to offer tailored solutions for managing product templates that catered specifically to Extreme Marquees’s offerings. We decided to use WordPress for factors like its user-friendly interface, a vast ecosystem of plugins, and scalability. Utilizing WordPress offered a robust base for creating and handling the website's content.
We prioritized understanding their unique product catalog, ensured seamless integration with their existing systems and provided an intuitive user interface for easy management as well as customization of product templates.
Planning and design
Based on the gathered requirements, we created a detailed plan outlining the scope and features of the plugin. Our WordPress expert designed a user-friendly interface that ensured seamless product template creation, customization, and management.
Integration with existing systems
Ensured seamless integration with the existing website. The plugin was synchronized with the website's inventory, payment gateways, and order management systems.
Customization options
Included an array of customization options within the plugin to cater to diverse product types and categories, allowing Extreme Marquees to modify elements like product name, description, images, variations, and more.
Plugin development
Began the actual development of the custom product template plugin. By utilizing WordPress development best practices and coding standards. Implemented custom post types and taxonomies to handle product templates efficiently.
Testing and quality assurance
Conducted rigorous testing at every stage of development and thoroughly validated the plugin's functionality, identified and fixed bugs, and performed compatibility tests to ensure smooth operation with other existing plugins.
WordPress
Challenge #3
Ensuring scalability, and or
maintainability for the long
term
We made certain significant technical choices considering various factors like project requirements, user experience objectives, performance enhancements, maintainability, and scalability. The ultimate objective was to develop a website tailored to Extreme Marquees' precise requirements, guaranteeing a high-quality, effective, and user-friendly online presence.
Development approach
The development process embraced modularity by breaking down the codebase into smaller, reusable components. This method greatly improved maintainability, as specific sections of the website could be updated and modified without affecting the entire system.
Object-oriented programming (OOP)
OOP principles were employed to organize the code, encapsulate functionality, and promote reusability. Creating classes and objects with clear responsibilities and relationships enhanced both maintainability and scalability.
Separation of concerns
We strictly adhered to the principle of separating concerns between different application layers. By distinguishing between front-end presentation and back-end logic, we facilitated independent development, easier maintenance, and scalability.
Caching and optimization
To boost performance, we implemented database query caching, page caching, and asset caching. These efforts reduced server load and significantly improved response times for users.
Scalable infrastructure
The technical architecture was meticulously designed to support scalability, harnessing the potential of scalable cloud infrastructure and services. This ensured the website could handle increased traffic and loads efficiently.
Regular code reviews
We conducted code reviews at regular intervals to uphold coding standards, detect potential issues or bugs, and maintain the overall code quality. This approach proved instrumental in enhancing maintainability and minimizing technical debt.
Cloudflare
The agent of
change
Lead Developer
11 years of experience
Naveen managed the design and development of the team. He infused creativity and precision into every line of code, ensuring the website's seamless functionality and captivating user experience. With him as the Lead Developer, the Extreme Marquees project became a testament to innovation and technical prowess. His dedication to creating cutting-edge digital solutions has made a lasting impact on the company's online presence, leaving clients and users in awe of his work.
Website 
Next goal:
Rank on SERP
Overview
The client operates primary two e-commerce brands, Extreme Canopy and Extreme Marquees, targeting the USA and Australia markets, respectively. These brands stand as leading sellers of canopy tents and marquees in their respective regions.
Once the two websites were ready, the next was achieving high rankings on Google SERP, establishing a strong backlink profile to enhance their authority and expertise, creating compelling content to boost user engagement, and periodically running targeted paid campaigns on Google to drive relevant traffic to their websites.
Action points
SEO optimize all products and the landing page of the website.
Improve website's technical health.
Strengthen the interlinking structure of the website.
Run periodic deep crawls of the website to get an exhaustive list of issues and resolve those.
Generate monthly off-page content for backlink building activity through guest posting.
Optimize meta tags, hreflang tag, heading tags, server redirection errors, alt tags.
Ensure that the project is well tracked on all the tools and any anomaly can be rectified immediately.
On page SEO efforts
Keyword research
We began by conducting extensive keyword research to identify relevant and high-traffic keywords related to canopy tents, marquees, and the specific products offered by Extreme Marquees. This research formed the foundation of our on-page optimization strategy.
Page-level optimization
Each page on the website was individually optimized to target specific keywords. We ensured that the page titles, meta descriptions, and heading tags accurately reflected the content's focus and included the targeted keywords for better visibility in search results.
URL structure
We optimized the URL structure to be descriptive and keyword-rich, making it easier for both search engines and users to understand the page's content.
Page speed optimization
We optimized the website's loading speed through various techniques, including caching, compression, and minimizing HTTP requests, providing a positive user experience and earning search engine favor.
Internal linking
We strategically implemented internal links to connect relevant pages within the website. This helped search engines crawl and index pages effectively, improving the overall website's SEO performance.
Content enhancement
High-quality, engaging, and informative content was created and optimized on each page. This involved incorporating the targeted keywords naturally throughout the content while maintaining readability and relevance.
Web vital fixing
We addressed Core Web Vitals issues, enhancing user experience and page loading speed, resulting in higher search engine rankings and increased organic traffic.
SEMrush
Moz
Deepcrawl
Google Search Console
Google Keyword Planner
Ubersuggest
Off page SEO efforts
Link building strategy
We developed a robust link building strategy to acquire high-quality backlinks from reputable websites. This involved outreach to industry-related blogs, influencers, and authoritative websites. We also crafted engaging guest posts for each website's audience.
Content promotion and
link outreach
To expand the reach of valuable content, we engaged in targeted link outreach, reaching out to relevant websites and blogs to share our content and secure backlinks.
Community engagement
We actively participated in online communities and forums related to the outdoor and event industry. Providing helpful insights and building relationships within these communities fostered organic link acquisition and brand awareness.
Monitoring and analysis
Throughout the off-page SEO campaign, we closely monitored backlink profiles, rankings, and overall performance. Data analysis allowed us to refine our strategies and adapt to the ever-changing search engine algorithms.
Ahrefs
Screaming Frog
CognitiveSEO
BuzzSumo
Moz
The digital
growth experts
Assistant Team Lead - Digital Marketing
With over a decade of extensive expertise in sales management, client development, and achieving consistent revenue growth, Rahul holds a verified history of creating successful web-marketing strategies that have catapulted brands from lesser-known status to prominence. He has adeptly formed valuable partnerships, boosted revenue, and increased profits in highly competitive markets.
Sr. Exec. – Internet Marketing
An accomplished internet marketing expert with a passion for driving online success. With a proven track record spanning over five years, Inderpreet has honed his skills in devising cutting-edge digital marketing strategies that deliver outstanding results.
Exec. – Internet Marketing
She is a digital marketer with expertise in strategy and account management for enterprise brands. Aishwarya derives great joy from undertaking thrilling projects and assisting companies in pioneering captivating consumer-centric experiences. She is ever willing to respond to inquiries concerning SEO, SEM, and conversion optimization.
ROI of SEO
campaign
Visualizing website success:
Surging organic traffic, backlinks, and keywords
High authority outreach powered backlink surge
Rise in domain authority
Recovering immediately after a major Google Update
Harnessing the
Power of Storytelling
Content objective
Extreme Marquees was interested in revamping their content strategy for several key reasons. As a company operating under two primary brands, Extreme Marquees in Australia and Extreme Canopy in the United States, along with additional brands such as Extreme Marquees in New Zealand and Flare Shade, they faced the need for increasing online visibility and driving more traffic to their websites.
They realized the need for SEO-optimized content to improve search rankings and attract a larger audience to their products. Another crucial aspect that drove their interest in revamping their content strategy was the desire to position their brands as market authorities. To achieve this, they recognized the importance of creating insightful content.
This content would not only engage readers but also demonstrate the client's in-depth knowledge and experience in the outdoor display market. By establishing themselves as experts in the field, they aimed to build trust and credibility with their audience.
Responsibilities
Research
Define brand voice and tone
Brand personality and voice
Deliverables
Guest blog post
Website content
News articles
Press releases
Infographics
Core brand principles
Differentiated terminology
Each brand has a different terminology, which differs across countries and regions. What they call a marquee or gazebo in Australia is mostly known as canopy tent in the US. Aussies don’t relate to the word ‘canopy’.
Accurate use of keywords
Suppliers of comparable products often use terms such as "windproof" and "fireproof," even when they were not. To safeguard the company's reputation and avoid potential legal complications, we refrained from using such misleading terms while ensuring we maintained a competitive edge.
Highlight variety
They recognized that by highlighting the distinctive features and exceptional benefits of each product, they could effectively captivate their audience and create a compelling narrative around their offerings.
Incorporate tools
To remain agile in response to market dynamics and embrace cutting-edge SEO tools like SEMrush, as well as integrate advanced AI tools such as cChatGPT and Jasper into our content creation workflow.
Breaking barriers
Due to the client's businesses being spread across different geographical regions (United States, New Zealand, and Australia), we were concerned that our content might not possess the natural tone of a native writer, leading to potential disparities in resonance with each set of target audience.
Additionally, the involvement of multiple stakeholders raised the possibility of misalignment in expectations and communication gaps, which could have significant implications on the project's advancement and ultimate results.
Revamping
strategies
Canva
Plagiarism
Checker
Grammarly
ChatGPT
SEMrush
Content exhibits
Our content
smiths
Senior Content Executive
An engineer reborn as a wordsmith, Abhishek thrives in his daily quest for wisdom in the digital marketing industry. His IT roots nourish his flair for crafting cutting-edge tech narratives, persuasive marketing tech guides, and compelling product descriptions and reviews. Amid the whirlwind of adult life and digital marketing, he relishes challenges and learning curves. His free time? A blend of wanderlust, binge-watching, and profound life contemplation.
Content Editor
With an experience of journalist for leading newspapers in India, Shilarze's total professional experience spans over 13 years. His expertise lies in crafting, editing, proofreading, and managing content that resonates with audiences. He aims to skillfully narrate stories and present content in a clear and captivating manner.
SERP Rankings
Next goal:
Maximizing Conversions
Where it all began
Extreme Marquees was already a well-established brand and yet they decided to change their PPC strategy. First, we ran a conversion tracking audit. Recognizing the importance of tracking and measuring the effectiveness of their online advertising campaigns, the company sought to understand the impact of their ad spend on generating conversions and achieving their marketing goals.
Initially, Extreme Marquees invested a significant budget in PPC advertising to drive traffic and increase conversions. However, they soon discovered a major challenge - the conversions were not being accurately recorded. This discrepancy in tracking prevented them from gaining a clear picture of the campaign's actual performance, hindering their ability to optimize and refine their strategies effectively.
Eye on the conversions
Despite the setback, Extreme Marquees remained committed to making PPC a successful part of their marketing strategy. We made a strategic decision to prioritize specific types of conversions in our PPC efforts to better align with their marketing objectives. These targeted conversions included:
Purchase
Extreme Marquee wanted us to track and optimize the number of purchases made through their PPC campaigns. This metric allowed them to directly measure the effectiveness of their ads in driving direct sales and revenue.
Live chat (Online)
Recognizing the value of online live chat interactions, Extreme Marquee sought to track the number of live chat engagements initiated through their PPC campaigns. This metric provided insights into their customers' real-time interactions and engagement levels.
Live chat (Offline)
In addition to online live chat, Extreme Marquee also wanted to monitor and measure live chat interactions that occurred offline, such as through phone or in-person conversations. This enabled them to understand the impact of their PPC efforts on both online and offline customer engagement.
Forms
With their website featuring over 140 different forms, Extreme Marquee aimed to track all form submissions that resulted from their PPC campaigns. By closely monitoring these interactions, they could gauge the effectiveness of their ads in generating leads and encouraging user interactions.
Call tracking
Initially, Extreme Marquee employed Call Rail tracking to monitor calls generated from their PPC ads. However, they later switched to Delacon, a different call tracking system, to enhance their call tracking capabilities and gain deeper insights into the performance of their phone leads from PPC efforts.
Zendesk chat
Extreme Marquee sought to integrate and track Zendesk Chat interactions resulting from their PPC campaigns. This allowed them to assess the impact of PPC on customer support interactions and identify opportunities for improvement.
The winning methodology
Competitive analysis
We conducted an industry-based comprehensive analysis of the competitor’s PPC strategies. By identifying their strengths and weaknesses, we gained valuable insights into effective ad formats, keywords, and landing page strategies.
Keyword research
Through advanced keyword research tools, we identified relevant and high-converting keywords related to Extreme Marquees’ products and services. These keywords were grouped into tightly themed ad groups to improve ad relevance and Quality Score.
Ad creation and optimization
We crafted compelling and relevant ad copy for each ad group, incorporating target keywords and unique selling points. A/B testing was implemented to identify the most effective messaging and design elements, and ad performance was continuously optimized based on CTR, conversion rates, and other relevant metrics.
Landing page optimization
Dedicated and optimized landing pages were created for specific ad groups to enhance user experience and improve conversion rates. We ensured that landing pages were mobile-friendly, fast-loading, and aligned with the ad messaging. A/B testing on landing pages helped identify the best-performing layouts and content.
Conversion tracking and tagging
A comprehensive conversion tracking system was set up to capture all targeted actions, including purchases, live chat engagements, form submissions, and phone calls. Conversion tags were meticulously implemented on the website using tools like Google Tag Manager to track customer interactions accurately.
Budget allocation and
bid management
The PPC budget was strategically allocated across campaigns and ad groups based on performance and goals. We implemented automated bid strategies and manual adjustments to optimize bids for the best possible ROI.
Geo-targeting and
audience segmentation
We used geographic targeting to focus campaigns on regions with higher potential for engagement and sales. Audience segmentation based on demographics, interests, or behaviors allowed us to tailor ad messaging for specific customer segments.
Ad extensions and ad formats
Relevant ad extensions like sitelinks, call extensions, and location extensions were implemented to enhance ad visibility and user engagement. Various ad formats, such as display ads and responsive search ads, were utilized to reach a wider audience across different platforms.
Performance monitoring
and reporting
Regular monitoring of campaign performance and KPIs allowed us to identify areas of improvement and optimize underperforming elements. Detailed and insightful reports were provided to Extreme Marquee's marketing team, showcasing campaign progress and offering actionable recommendations.
ROI of the
PPC campaign
The PPC campaign achieved remarkable results, with conversions experiencing a substantial 50% increase compared to the previous year. Additionally, the number of phone calls generated through Ads witnessed an impressive surge, soaring by an impressive 72%.
The campaign's impact was striking as it led to a remarkable 68.10% increase in transactions.
The revenue witnessed a surge, soaring by an astounding 100.95% in revenues, showcasing the outstanding success of the endeavor.
Form fills skyrocketed with an astonishing increase of 95.87%. This remarkable surge in user engagement through form submissions demonstrates the campaign's exceptional effectiveness in driving lead generation and customer interactions.
The live chat engagement experienced an exceptional surge, with online interactions increasing by an impressive 96.43%. This remarkable growth in live chat usage underscores the campaign's outstanding success in fostering real-time customer interactions and enhancing the overall user experience.
The PPC
pioneer
Assistant Team Lead
A dynamic and result-driven PPC Team Lead, who has played a pivotal role in propelling Extreme Marquees to unparalleled success. With a passion for digital marketing and a keen eye for data-driven strategies, Puspashree has consistently exceeded expectations and achieved remarkable outcomes.
