Case study: Why content for commerce is king | Twelve Three Media

Content for Commerce Wins Big for Auto Aftermarket Brand

The Challenge: Search Traffic & Customer Reach

PowerStop is a leading automotive aftermarket company selling high-quality brake upgrade kits for a wide variety of vehicles. Our goal was to increase the organic search traffic on their website and better engage both segments of its niche customer base.

  • DIY (“do it yourself”)
  • DIFM (“do it for me”)

Twelve Three Media was tasked with finding a way to increase organic traffic.

The Solution: Website Reorganization to Improve Click Depth & High-Quality Content for Niche Audiences

PowerStop needed authoritative content that spoke to its DIY and DIFM audiences. Through exhaustive keyword research, we identified a treasure trove of search queries and phrases that spoke directly to each audience’s questions and goals.

Next, our SEO and Content Team developed high-quality original content tailored to these key customers. This encompassed updates to the product pages, as well as blog posts to support and drive traffic.

Our goal in creating “content for commerce” was twofold:

  1. Improving search rankings
  2. Positioning PowerStop as a preeminent, trustworthy brand to capture the attention of customers interested in brake upgrade kits

We adjusted our content strategy over time to capitalize on emerging patterns in search traffic. This includes an emphasis on niche and specialized content for the DIY audience, content that entices people to click from search, highlighting PowerStop’s key differentiators, and more.

Finally, we undertook a massive reorganization of the website structure to improve the site’s click depth, which can have a significant impact on SEO. Click depth represents the number of clicks it takes a user to go from the homepage to another page within the website Our goal was to make it easy for users to access various types of high-quality content for commerce, including:

  • How-To Content
  • FAQs
  • Articles
  • News & Media

In addition to reorganizing the website menu, we introduced a dynamic search feature that enables users to find content that speaks to their needs. This is ideal for serving PowerStop’s distinct DIY and DIFM audiences.

The Results: Organic Search Traffic Improved 120%, with Nearly 100K Visitors a Month

Since Twelve Three Media started this comprehensive SEO and content for commerce strategy, PowerStop’s organic search traffic has increased by leaps and bounds. The total number of users accessing the website via organic search has grown by 120%.

Content for commerce has led to a steady increase in organic traffic throughout this timeframe. Our most recent quarterly analysis revealed ongoing gains across several key metrics:

  • 96% increase in clicks
  • 97% increase in search impressions
  • 105% increase in conversions
Example of a featured snippet search result for PowerStop content for commerce created by Twelve Three Media

With this massive increase, we’ve unlocked several milestones in Google Search Console:

  • 60K clicks to 70K clicks in November 2023
  • 70K clicks to 80K clicks ALSO in November 2023
  • 80K clicks to 90K clicks in March 2024

Today, the PowerStop website is on the cusp of unlocking 100K clicks from Google search in a 28-day period.

Achievements in Google Search Console showing increasing clicks from search for PowerStop | Twelve Three Media

Finally, our reorganization and restructuring of the website reduced click depth from 6 clicks to 3 clicks. Lower click depth means users are able to find what they’re looking for more easily, resulting in a better user experience.

Bottom Line: Improving Click Depth and Developing Niche Content Can Create Extraordinary Success

Content for commerce is a must. E-commerce brands need to stand out in their market—no matter how niche. They do this by creating content that drives awareness among the target customer base.

Organizing websites so customers can find content is also crucial. This expedites the user experience, reducing the number of clicks required to access content and increasing the likelihood that the user will find the information they need, form a positive association with the brand, and make a purchase.