BPC Tech

An SEO strategy that recognised the importance of positioning.

Find out how Safari Digital SEO Agency worked with one of Australia’s leading enthusiast PC retailers, BPC Tech, to align its SEO strategy with its ideal audience, increase organic traffic by 218%, and increase organic conversions by 454% in 12-months.

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About BPC Tech

BPC Tech is one of Australia’s leading Computer System retailers with a focus on custom built PCs, speciality parts, GPUs, CPUs, as well as pre-built gaming PCs. BPC Tech has amassed a cult following in the Australian PC gaming space and are recognised as one of the top 5 retailers for specialty gaming and PC parts in the country.

BPC is a textbook example of know your market and cater to it. Rather than trying to chase large retailers for common PCs and parts, BPC Tech has established themselves as a go-to for enthusiasts and those that know exactly what they are looking for.

The Challenge

BPC Tech had a functional website that worked for users once they reached the website. The issue is that, outside of brand name searches, they were almost invisible in the organic search results.

We picked up from the work of a previous SEO agency who had (wrongly) chased search volume for brands like Apple, HP, and similar instead of focussing on what the client actually wanted to sell. In consultation with the client, we worked to understand their priority product verticals and how we could align our Ecommerce SEO strategy with their business objectives.

Rather than chasing national electronics retailers, we went after the enthusiast market. This market is highly educated which means the way they search is different. Less general search terms, more specific searches for things like SKUs and unique product identifiers.

To add further complication, our project took on the precarious challenge of marketing products that were becoming increasingly scarce for our client. A global shortage of GPUs meant that we were temporarily redirecting our SEO efforts to ensure that the client was getting visibility for products that they could fulfil orders on.

The project was split into three priorities:

  • Creating informational resources that could be used to increase conversion, help customers better understand the difference in performance between similar products, and demonstrate value in premium products.
  • Creating individual product pages for each of the products. While it may seem obvious, the client originally had products like GPUs grouped on a single product page using filters to allow customers to choose their specs (RAM etc.). Moving away from a single page for GPUs, we were able to create individual pages that improved organic and Google shopping performance and ensured the client ranked for SKUs and individual GPU sizes.
  • Create category pages that target informed, tech savvy users. Instead of targeting general search terms, we looked at what made the client unique (gaming focus, in-house tech experts, market leading pre-build PCs) and went after the enthusiast market. This strategy effectively reduced competition and ensured we were generating high-value traffic with a higher conversion rate.

The Strategy

  • Create individual product pages for SKU variations to target informed buyers
  • Implement a new category structure in-line with keyword research and by understanding the target market.
  • Build out Google shopping SKUs to capitalise on free Google shopping listings
  • Consolidate keyword cannibalisation across multiple similar product pages and refocussed those efforts towards category pages.
  • Create category pages for ranges which were previously being targeted on a single product page.
  • Build authority for high-value category pages through targeted link acquisition on industry relevant publications.
  • Create user guides that integrated into valuable collection pages to assist customers through the buyer journey.
  • Create a framework that made it simple to allocate new products into relevant collection pages.
  • Implement structured data for rich results in SERPs and inclusion in Google Shopping.

The Results

Our SEO strategy for BPC Tech saw a significant, tangible impact on their bottom line. By understanding their customer and creating an SEO strategy that aligned with their search behaviour, we were able to increase BPCs organic traffic in less than 12-months and drive a 454% increase in organic clicks.

  • 218% increase in organic clicks
  • 454% increase in organic conversions
  • 177% increase in organic visibility
  • 729 transactional keywords (SV 50>) on page 1 of Google

This campaign was a perfect example of knowing your market. Instead of chasing search volume, we sought to understand the ideal customer profile for BPC Tech and create an SEO strategy that aligned with how those customers search and the products that make BPC a national leader in the enthusiast space.

BPC Tech Home Page
BPC Tech Product Page
BPC Tech Ahrefs Screenshot

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