WORX Tools

WORX is a line of lawn and garden equipment built on a platform of innovation. WORX tools are engineered with superior technology to ensure value is built into every contemporary design. A variety of retailers carry WORX products, including Lowe’s, Costco, and The Home Depot.

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Goals And
Challenges

Most of WORX’s organic traffic came from branded searches. This prevented new customers who might not have been aware of their brand from finding WORX through Google.
Taktical aimed to expand their keyword ranking for more specific non-branded product search queries (i.e. “robotic lawn mower”) and help WORX land on the first results page for non-branded keyword searches.

Results

+22%

Transactions

-37.9%

Bounce Rate

+48.1%

Sessions

Strategy

Our strategy involved a heavy emphasis on link-building and content partnerships. We targeted relevant gardening and home improvement bloggers, who were very receptive. For every earned partnership, we were able to include two to three links to specific product categories within posts. This significantly boosted Google visibility.
Taktical also optimized WORX’s product pages with keywords, interlinking, and when page design allowed for it, added copy.

We broke the website into sections and evaluated each from a commercial keyword value perspective,
Defined artist and artwork pages as primary concerns, prioritized those as primary SEO targets,
Developed a robust link-building plan and optimized the website design for conversions,
Utilized tools to track incoming keywords and their likelihood of conversions for each group