Branch Basics

How Branch Basics grew SEO & SEM revenue by 84% in 12 months

Branch Basics sells a non-toxic home cleaning concentrate. In April 2018, their paid search presence was nonexistent. Uproer was able to significantly increase paid search revenue in the span of 12 months. Then, we turned our focus to organic search, growing revenue through conversion-focused blog content.

Our Search Marketing Strategy

Convincing customers to switch to Branch Basics from traditional cleaning products was the biggest challenge at hand. They needed to educate their audience about the benefits of using a concentrate formula to encourage the higher initial cost of switching. They also needed to build trust with consumers after a lifetime of buying traditional solutions.

The case for investing in search was clear. We developed a dynamic strategy aimed at increasing clicks and conversions through paid search. Then, we built a lower-funnel content strategy, designed to educate audiences on non-toxic cleaning alternatives:

  • We used variety of channels to increase profitability and reach, including: Google Search, Bing Search, Display, Google Shopping
  • Once one channel’s profitability was exhausted, we refunneled that budget to retest new channels and tactics that could be more profitable.
  • We used a phased approach of testing to prove performance week-over-week, which kept Branch Basics informed and help build their trust in the process.
  • This let us be sure that at any point we were using ad spend to learn something valuable or to drive incremental revenue
  • We targeted non-brand keywords to build rapport with target audience and grow search for the long-term.
  • We then remarketed segments of these new audiences to stay top-of-mind and relevant with our potential customers.
  • We added non-brand keywords to page titles, meta descriptions, and on-page copy to landing pages to support organic visibility. 
  • We added SEO-optimized FAQ’s to product pages to enhance organic visibility and improve the shopping experience.
  • We built a bottom-funnel hub & spoke content strategy targeting conversion focused keywords like “natural alternatives to dish soap.” 
  • We established a consistent content refresh schedule to ensure blogs were optimized for conversions and SEO.

“Uproer is the best! Not only are they knowledgeable and responsive, they get results. I also really appreciate the in-depth analysis we get, often unprompted.”

— Tim Murphy, Branch Basics

Featured in Google’s Economic Impact Report

In just one year, Branch Basics went from a near-invisible paid search presence to earning an ROI worthy of nomination and selection in the Google Economic Impact Report.

This recognition is given to companies that best highlight Google’s local economic impact through the use of paid ads. In just twelve months, Branch Basics surpassed all the criteria to be considered and won.

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Sr. Manager, SEO & Operations

Dave Sewich

Dave made an accidental foray into digital marketing after graduating from the University of Minnesota Duluth and hasn’t looked back. Having spent the first part of his marketing journey brand-side, he now works with the Uproer team to help clients realize their goals through the lens of search.

When not at work, you’ll find Dave staying active and living a healthy lifestyle, listening to podcasts, and enjoying live music. A Minnesotan born and raised, his favorite sport is hockey and he still finds time to skate once in a while.

Dave’s DiSC style is C. He enjoys getting things done deliberately and systematically without sacrificing speed and efficiency. When it comes to evaluating new ideas and plans, he prefers to take a logical approach, always sprinkling on a bit of healthy skepticism for good measure. At work, Dave’s happiest when he has a chance to dive deep into a single project for hours at a time. He loves contributing to Uproer and being a part of a supportive team but is most productive when working solo.

Founder & CEO

Griffin Roer

Griffin discovered SEO in 2012 during a self-taught web development course and hasn’t looked back. After years of working as an SEO consultant to some of the country’s largest retail and tech brands, Griffin pursued his entrepreneurial calling of starting an agency in May of 2017.

Outside of work, Griffin enjoys going to concerts and spending time with his wife, two kids, and four pets.

Griffin’s DiSC style is D. He’s driven to set and achieve goals quickly, which helps explain why he’s built his career in the fast-paced agency business. Griffin’s most valuable contributions to the workplace include his motivation to make progress, his tendency towards bold action, and his willingness to challenge assumptions.