This review was updated on May 8th, 2018 by the client. New content is below.
Could you please confirm your business the title of your role there?
I was the digital manager of our lawn care company until March 2018. Our organization supports an umbrella of five core brands. Recently, I transitioned to the digital media manager.
Would you mind describing the business challenge or overarching goal you were trying to address when you approached Acronym again?
We were trying to ensure stability during the upcoming increase in voice searches. Last time, Acronym helped us with paid search. This new project targeted higher answer box rankings. We specifically targeted our lawn care website.
Could you detail the scope of their work?
We were trying to win answer box results to attract higher volume shorter queries such as over-seeding and longer-tail queries for our step-by-step lawn care how-to guides. Acronym identified queries that were right in line with these goals. The team helped us achieve our desired results through content optimizations and backlink auditing. They thoroughly researched how to make our content more consumer-friendly than the current answer box winner.
Was there a specific recommendation they made or challenge they overcame that you'd like to highlight?
Much of Acronym's work was based on how we could produce more consumer-focused content that showcased our expertise so we could become the category leader. Their recommendations and guidance prioritized quality and value over metrics like word counts. Together, we defined the essence of our consumers’ questions to better provide them with adequate insight and detail. We achieved the answer box goals that offer the results upfront on Google, which increased both traffic and click-through rates. These major successes entice our users to further engage with our site.
Just to clarify a few logistics, when did you start this voice search work with Acronym?
We started this ongoing project about a year ago. Since then, we've continued to expand this goal and make it a priority. This work has produced more online real estate and new listings for our company. We've tried to carry that strategy through to our other brands, as well.
Are there any other statistics or general results you'd like to share that speak to the impact of Acronym's work?
Our number of pages visited from voice-driven queries rose 266% across 40 themes. About 31000 pages on our website’s hit targets. Clicks on the answer box rose 1,500%. At the time, we didn't have an e-commerce platform. Our major key performance indicator (KPI), which was focused on "buy now" or "where to buy," rose by 1,050%.
You touched on this last time, but has anything about their project management style changed since we last spoke? You mentioned that you speak with an account director every weekday morning. Do you have anything else to add?
We’ve established an effective meeting cadence. Communication has been key throughout our partnership, especially since we're located in different states. Acronym helped us overcome the challenges of being a very seasonal and high-volume company. Our workflow has been smooth since the start of our work together.
In terms of what you find most impressive about Acronym, last time you said it was their depth of expertise, top-notch client base, and their personalization. Has that remained consistent?
In addition to those strengths you mentioned, I admire how well deftly they stay ahead of the curve. Even now, they're in the minority of vendors with the acumen to focus on voice search. Their level of innovation has definitely put us in the ideal position for now, and they constantly seek out cutting-edge techniques to excel in the search space.
Any areas for improvement? Last time you suggested asking them for updates if there's a delay because they frequently get busy again.
No, I don't think that this time.