Rebecca Stewart, Director of Organic
Search engine optimization is simple from afar. It revolves around queries and responses.
A world of complexities that algorithmically shape every e-commerce websites’ organic search presence resides just underneath that superficial exterior. Here, ambitious e-commerce businesses wage a quiet war to control their fates within the search engines. Many of them wisely seek an ally.
Exclusive Concepts (EXCLUSIVE), an agency with roots in e-commerce that date back to 1997, has built its identity around a holistic approach to the e-commerce funnel. Founded by President and CEO Scott Smigler, the company has become an industry leader by harnessing the combined power of its marketing services, including SEO. "We provide a holistic solution, allowing us to drive incremental revenue and growth for our clients,” he said, referring to EXCLUSIVE’s mantra for marketing services. “Our team is committed to being a real partner. We work hard to bring the best technology to our clients and, if there is not a good solution available, we build it.”
True to its mission, EXCLUSIVE has created its own proprietary business intelligence platform for e-commerce, in addition to a sophisticated data feed solution. The company continually builds effective tools that help it mine vast amounts of data and provide the right insights so that its clients can compete in a rapidly changing and fast-paced landscape. "It is not just about having ideas that might increase traffic,” said Rebecca Stewart, Director of Organic Search at EXCLUSIVE. “The key is to identify a tailored strategy that fits the intended e-commerce site and its goals. Sometimes that means pushing the boundaries of established SEO strategies or creating new ones altogether. Finding that balance is part of our expertise.”Rather than providing select services and letting merchants fend for themselves in channels that EXCLUSIVE does not have expertise in, the agency has designed a holistic marketing experience so its services can work in tandem. Each service, with its own skilled strategists and specialists, builds performance individually while contributing on a macro level. The value of EXCLUSIVE’s approach is evident to its clients: performance comes by design. “On the SEO side, we work with the clients to optimize their ability to convert by having SEO specialists that have all been trained in conversion rate methodologies,” explains Rebecca, citing an example of EXCLUSIVE’s holistic approach.
Our clients choose us because they want to get an edge over their competition by blending premium digital marketing services with cutting-edge data technology
Elsewhere under the EXCLUSIVE roof, other services are also capitalizing on the vast data available to them. Paid marketing, social, conversion, email, and others continually leverage its proprietary technology (Business Insights and Reporting, Competitive Price Intelligence and Smart Data Feeds), third-party partner platforms, and e-commerce tools such as BrightEdge, AB Tasty, Hotjar and more.
“By gathering data-based insights, we are able to provide the exact strategies and tactics required by our clients to throttle ahead in the marketplace,” said Smigler. “For example, data enrichment yields better results in paid marketing as Google rewards websites that are providing it the best, highly structured, and rich data sets. Our clients choose us because they want to get an edge over their competition by blending premium digital marketing services with cutting-edge data technology, and at EXCLUSIVE we provide them the best of both worlds.”
Each merchant has a set of unique goals at the outset of an engagement. From capitalizing on growth opportunities to reinventing the way existing products are positioned, EXCLUSIVE has used its expertise to create strategies that serve as marketing catalysts.
In one case study, EXCLUSIVE’s organic search program allowed Eastwood, a merchant in the automotive industry, to reverse a then-inexplicable performance slump. A solution was developed around page-creation that focused on growing keyword opportunities and filling keyword gaps based on search intent. Nine months from the start of the engagement, revenue and traffic went from being down year-over-year to being up 57 percent for revenue and 35 percent for keywords ranking on Page 1. The turnaround has taken Eastwood from a negative trajectory to being a competitive force within its industry.
Envisioning the future, Rebecca sees a web that is accessible for all and believes getting there will offer a competitive advantage. “Google is putting emphasis on an accessible web with information that can be consumed by all thanks to visual, audible, and other elements that aren’t readily integrated into today’s web,” she says. “And Google will begin to increasingly value sites that offer these kinds of features. So we are working toward site designs that help create an enriching experience that is more accessible and benefits all.”
With a pedigree in e-commerce that dates back to 1997, an unmatched technology tool belt and countless client case studies to its credit, the amount of value EXCLUSIVE is able to mobilize in a partnership is a rarity among e-commerce agencies.