CLIENT
Papermill Direct
SERVICES
  • SEO
  • PPC

Papermill Direct

Papermill Direct is a provider of high-quality paper, card and craft products. The e-commerce business works with suppliers across the UK and Ireland, plus several EU and Scandinavian countries.

As a large stockist of coloured paper and card, Papermill Direct is committed to being as eco-friendly as possible by ensuring that products are ethically sourced and supply chains are kept as pollution-free as they can be.

The company also prides itself on excellent customer service, as Papermill Direct wants all clients to receive the best experience and products.

Insight

Papermill Direct offers a wide choice of paper, card and craft supplies to both individuals and trade clients, meaning the company has a varied clientele looking to buy many different products.

For this reason, Papermill Direct was looking to boost organic search rankings to attract a wide range of potential customers and drive more sales. The brand wanted to showcase the vast range of products available to clients and drive online sales at or above a 500% return on ad spend (ROAS) – this meant Papermill was looking for revenue of £5 for each £1 spent.


SOLUTION

As part of our SEO campaign and our commitment to improving rankings in search engine results pages (SERPs), we carried out competitor content analysis and keyword gap analysis. The results enabled us to understand what competitors were doing and which keywords needed to rank.

We also performed click-through rate optimisation to gain a competitive edge in search and promote rank positions.

In addition, we carried out technical SEO fixes while working closely with Papermill Direct’s external developers, which allowed us to ensure the website is well-optimised from a user perspective and for SERPs.

We used Microsoft Clarity to conduct behavioural analysis and search for ways to improve the user experience and increase conversion rate optimisation.

Our goal was to encourage as much relevant organic traffic to the website as possible. This meant traffic for top-level, broad, high search volume keywords and product level, high conversion potential keywords.

Our SEO campaign included optimising relevant blog pages for long-tail keywords, which helped Papermill Direct see an increase in organic traffic to the site via the blog page.

Another key element of our digital marketing efforts is the PPC work we carry out. We run several Google Shopping campaigns and Smart Shopping campaigns that allow us to promote the full range of Papermill products to people who search for them.

Papermill Direct provides a large number of products to its clients, so we focus on a variety of paper, card and craft supplies, not just a handful of products. By doing this, we can display many different items to people interested in what Papermill has to offer.

We created different ads to ensure maximum visibility and exposure, including adverts at the top or side of Google’s search page and on the shopping tab.

The Results

Since working together with SQ Digital, Papermill Direct has improved its rankings and seen a boost in online sales. Take a look at some of the results we accomplished and continue to achieve with our ongoing SEO and PPC campaigns:

  • The company ranks between number 1 and 3 in SERPs for over 225 relevant keywords with search volume.
  • When comparing February 2020 to February 2021, Papermill Direct saw a 111.5% increase in organic sessions (31,563 vs 14,924).
  • Papermill is also in the number 1 position for “cardstock”, a keyword with 2,400 searches per month.
  • The company also ranks number 2 for “coloured card” (4,400 searches per month), a position behind only Amazon, and number 1 for “card blanks”, which receives 2,900 searches a month.
  • Since we started our PPC campaigns, Papermill’s ads have been seen by 33 million people. From this vast figure, almost 400,000 clicked on the ads, generating over £500,000 in revenue.

Testimonial

At SQ Digital, we value our customers’ feedback and here’s what Liz from Papermill Direct had to say: ‘We are really pleased with the results and revenue generated by investing with SQ. As a small team here at Papermill Direct, we have neither the time nor the in-depth knowledge to do such a good job. We trust Andy and the team a great deal in understanding our business, customers and goals.’

As a digital marketing agency in Lancashire, SQ Digital supports SMEs with their websites and online marketing. Our 20 years’ experience means we can offer the right solution for your business.

Contact us if you’re looking to improve your digital marketing, get a new website or increase your sales.

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