The Client
Ice Barrel is the first of its kind. Ice Barrel’s main goal is to bring cold therapy to athletes, bodybuilders, and anyone else interested in trying out a new way to heal their body and mind.
Ice Barrel was created to be an effective treatment for acute injuries and post-exercise recovery.
After enough research, however, the client found that cold therapy had more than just two benefits. Cold therapy can assist in pain management, inflammation, depression, anxiety, mood and brain function, heart rate variability, and vasoconstriction.
Ice Barrel determined that the issues cold therapy could solve were so numerous that people would enjoy having access to a cold-therapy product in their own homes.
The Problem
SEO
As with any start-up business, the question for Ice Barrel was how to get found by users looking for an at-home take on cold therapy. Ice Barrel knew it was starting from nothing, but the company retained its big goals for 2021.
That’s when the business reached out to LSEO for help with its organic presence.
PPC
How to properly scale without overly sacrificing ROAS on both Google & Facebook post iOS 14.
The Strategy
LSEO’s first task for this client was to dive into the research phase.
SEO
We asked ourselves:
After conducting the proper research, the project became a complete overhaul of Ice Barrel’s on-site SEO. The strategy consisted of keyword mapping for each page, metadata and content optimizations, new topic generation, and link building.
PPC
Consolidate Approach:
Larger Audiences:
Longer Lookback Windows:
Analyze Multiple Data Points:
- Facebook reporting is likely to never be the same since the advent of iOS 14.5. But, rather than mope over the data we’ve lost, we decided to look at the other data we do have — even if it’s not found in the platform itself. Google Analytics can provide some great insights for the bigger advertising picture.
- Conversions (last-click purchases)
- Conversion value
- Assisted conversions (which we know Facebook assisted in)
- Assisted conversion value
- AEM (aggregated event measurement) conversions
The Results
LSEO has produced a more than 413% increase in organic users in just one year of SEO consulting.
In February of 2021, Ice Barrel was ranking for only 9 keywords and is now ranking for more than 4,000 keywords with more than 500 first-page positions on Google.