How an SEO Agency Leveraged Raw SERP Data to Achieve Over $2 Billion in New Revenue

(Challenge) Finding Revenue Opportunities at Scale

A leading multinational mass retailer came to LSG with a substantial request: to identify local organic search opportunities in their markets that would generate at least $1 billion in revenue. The retailer knew they’d need to improve sites to get more local search traffic but didn’t know where to start. Enter LSG and Traject Data.

LSG’s client provided a list of markets and product categories they wanted to optimize — 5,000 markets across their top 40 revenue categories. LSG quickly found they needed to track roughly 10 million keywords. With such a large list size, they found limitations with enterprise SEO platforms and knew they could get high-volume search results from Traject Data at a fraction of the cost of a subscription SEO platform.

(Results) SEO Insights Leading to Over $2bn

LSG started by analyzing where their client ranked well in both Local Packs and local organic results in Google, and where they were deficient. In markets and categories where the client was not ranking well, they assessed competitors that were winning, to determine if there was an opportunity for their client to compete. Using Traject Data’s output, they created a metric to score a site’s rankings for various keywords called Share of the Voice (SOTV). In markets and categories where the winning sites had a relatively weak SOTV, they recommended their client prioritize those for SEO.

The client tested their initial recommendations on a small number of locations. The mass retailer’s analytics team qualified it as the most successful SEO test they had ever run with a 93% certainty that it would hit the team’s target KPIs. LSG estimates their client has made over $2.3 billion in revenue as a result of their SEO insights — more than double their goal.

Ultimately, LSG was able to use data from Traject Data to create a novel process and approach that successfully identified the best local SEO optimizations.

Looking Ahead

LSG’s CEO Andrew Shotland explains, “Traject Data allows us to look at the SERPs at scale. So now whenever we start with a new client, we do this project around Share of the Voice as part of our strategy.”

Beyond getting trustworthy data, LSG was able to create a new methodology for identifying SEO opportunities within categories and markets. They realized having access to more data meant more opportunities for innovation. Now, using Traject Data’s SerpWow API, they’ve expanded their use to create an innovative SERP analysis tool for specific industries. They plan to make it public, with the potential to monetize it in the future.

Learn more about LSG SEO.