The Good Roll +23% growth in revenue

The Good Roll, a mission-driven organisation with colourful, sustainable toilet paper, brought in DGTLbase to increase their online visibility and boost conversions. Through an integrated SEO– and SEA approach, a solid foundation was laid for sustainable growth in multiple markets.

+23%

Growth in revenue

+404%

Commercial keywords

+1,640%

Growth in ROAS

ABOUT

The Good Roll

The Good Roll is a mission-driven company that produces 100% recycled toilet paper and contributes to sanitation in developing countries. Its unique proposition combines sustainability, design and impact, but to bring its story effectively to a wider audience, a targeted digital strategy was needed.

THE

CHALLENGE

Despite The Good Roll's strong mission and distinctive product, there were challenges on the digital front:

Increasing organic visibility: The focus was on both branded keywords (such as “The Good Roll toiletpapier”) and non-branded keywords (such as “duurzaam toiletpapier”) in multiple languages and markets.
Optimising technical performance: There were issues such as duplicate content, where several pages had the same content, which confused search engines and negatively affected Visibility. There were also pages with incorrect references, such as redirects that didn't lead to the right destination or links pointing to a page that no longer existed. In addition, the hreflang tags weren't set up correctly, making it less clear to search engines which page was aimed at which country.
Increasing conversions: Both through SEA campaigns and improvements to the user experience on the website.

OUR

RESEARCH & GOALS

DGTLbase carried out an extensive analysis to identify opportunities and bottlenecks. The main goals were:

SEO optimisations to increase visibility and traffic, with a focus on international markets.
An SEA strategy aimed at improving the current conversion rate through optimised Google Ads and Google Shopping campaigns.

Technical improvements to optimise the website and lay a strong foundation for future growth.

“

The combination of technical and content optimisations has led to more traffic and strong growth in conversions

THE

SOLUTION & IMPLEMENTATION

SEO approach:

Content optimisation: Identified more than 1,000 commercial keywords in five countries. Rewrote 400 titles and meta descriptions in eight languages and supplied content for local markets.
Technical: Resolved issues with canonicals, hreflang tags and duplicate content. Developed new category pages for international markets.
Link building: Built authority through strategic link building campaigns.

SEA approach:

Campaign strategy: Set up and optimised new Google Ads campaigns for the Dutch and Belgian markets.
Google Shopping: Fully set up and optimised to achieve a higher conversion rate.
DSA campaigns: Launched to generate extra traffic and maximise ROI.

THE

RESULTS

Our efforts led to impressive results in a short time:

Ranking keywords: +612% growth (from 160 to 1,139 keywords)
Search results for commercial keywords: +404%, with a 300% increase in daily traffic
Visitors from search engines: +21%
Revenue: +23%
ROAS: 1,640%, partly thanks to effective campaigns

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