// Case study
Cheney Bros
Competitive Analysis Assessment of Potential Traffic Value for Top Rankings On-page Optimization Opportunities Potential Post-optimization Revenue Estimate PPC Recommendations
Cheney Brothers, Inc (CBI) is the fastest growing broadline food distributor in the country with sales in excess of $2 billion. In addition to their food distribution services, CBI also runs several exclusive brands, each with their own web presence and unique set of marketing initiatives. In addition to providing food distribution services, many of these brands also provide B2C products via ecommerce sites.
The marketing team required ROI estimates for their eCommerce channels to help create a marketing budget. Digital Elevator was brought in to provide an opportunities analysis of one of these exclusive brands to evaluate digital opportunities to further capitalize on the ecommerce website.
By evaluating the equivalent monthly cost of traffic from all keywords a site ranks for if paid via PPC instead of ranking organically, we are able to get a sense of how valuable a domain’s keyword profile is.
We can also compare that to other competitors in the space to estimate how profitable their websites are due to their SEO efforts. This provides a basis for SEO expenditures as well as provides a ROI roadmap ((traffic volume x CTR) x (average product sale) = potential profit)).
Cheney is a fine-tuned machine where small changes can have a big impact. However, this doesn’t mean the company is laissez faire with its marketing investments. This is why Digital Elevator provided so much value; they took a deep dive with the competitive analysis, website audit, and actionable recommendations and interpreted complicated search engine data into dollars and cents.
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