MGWM

Willow

How Willow grew organic blog traffic from 0 to 63k in 20 months

Willow manufacturers and sells wearable breast pumps that are hands free and completely wireless. Going into 2021, Willow’s goal was to grow its organic presence in a way that increased revenue. Since partnering with Uproer, SEO has become a major driver for lead generation and sales.

Our SEO Strategy

Before our engagement, Willow’s traffic was heavily branded. Willow speaks to the modern day “on-the-go” mom, and we wanted to capture this audience by targeting new non-brand opportunities. Along with increasing conversions on key shop pages, we focused on establishing Willow as a sought-after resource for moms along all stages of their pregnancy journeys.

  • Surfaced key pain points by conducting multiple stakeholder interviews with customer service representatives and Willow customers. 
  • Partnered with the Willow brand team to align keyword research with “mom journey” customer data.
  • Held internal content brainstorms after stakeholder interviews to uncover more conversion-focused topic opportunities.
  • Created high-quality, research-driven content incorporating our target keywords to drive traffic from search.
  • Incorporated “Ask an LC” sections into our content where lactation consultants reviewed articles and offered their own pieces of professional advice.
  • Added high volume target keywords to metadata and on-page copy on homepage and shop pages. 
  • Wrote keyword-rich product descriptions for product and collection pages.

Quote needed.

— Margaret, Willow

+163% Y/Y growth in organic blog revenue in our first year

Willow manufacturers and sells wearable breast pumps that are hands free and completely wireless. Going into 2021, Willow’s goal was to grow its organic presence in a way that increased revenue. Since partnering with Uproer, SEO has become a major driver for lead generation and sales. 

  • 1,052% YOY increase in organic blog traffic
  • 163% YOY increase in organic blog revenue
  • 28% YOY increase in organic traffic
  • 21% YOY increase in organic transactions
  • Over 1000 new top 10 keyword rankings in one year

Want to work with Uproer?

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MGWM

Sr. Manager, SEO & Operations

Dave Sewich

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.