GOAL ZERO CASE STUDY

GOAL ZERO’S STORY

In 2009, Goal Zero officially launched with one mission: to empower people by putting reliable power in the hands of every human being. Since then, the company has provided relief to victims of natural disasters, brought power to rural villages in India, and pushed the limits of outdoor recreation.

Goal Zero + Stryde

Jumping forward to 2013, Goal Zero grew both its humanitarian efforts and its sales in consumer goods every year. However, that same growth wasn’t happening through digital marketing. Competition grew rapidly online and site traffic started to decline just as quick. Goal Zero reached out to STRYDE for help.

We found that their website had numerous problems with SEO optimization and technical issues. As a result, Google organic search traffic was taking a hit. Traffic had fallen by 3% and dropped below 130K visits each month. Through our analysis we found the following opportunities:

ORGANIC SEARCH AND CONTENT

CHALLENGES

Organic search traffic was the only reason Goal Zero looked to STRYDE for help. The lose in organic search traffic was causing a 21% decrease in revenue. Some of the problems included: little to no keywords in the content across the site, lack of site optimizations for key landing pages, slow site speed from excessive Javascript and CSS files, lack of internal links to category and sub-category pages and more. To get organic search heading back in the right direction, STRYDE implemented these solutions.

SOLUTIONS

Built out buyer personas to understand why people buy their products and what their informational needs are before making a purchase
Compared the informational needs of consumers with the content they had on their site to understand where they had gaps
Reviewed their website’s HTML code and gave recommendations to clean up excessive JavaScript and inline CSS
Cleanup up mobile redirect issues using HTTP redirects along with the Vary HTTP header

GOAL ZERO RESULTS

Organic Traffic Growth

54% YOY

Organic Revenue Growth

25% YOY