Andy Frisella is an entrepreneur, bestselling author, consultant and speaker. He is the CEO of 1st Phorm, a supplement company valued over $175 million, and has founded five other businesses that generate over $200 million in annual revenue.
Frisella created the 75 Hard Mental Toughness Challenge - “an ironman for your brain” designed to help people transform mentally over the course of 75 days.
After 75 Hard went viral, sites like Forbes, Today, and Healthline wrote about the program, and these sites began out-ranking Andy for valuable, high-volume secondary keywords. 75 Hard was a major traffic source for Andy’s site; losing the SERP for 75 Hard keywords hurt Andy’s brand and threatened revenue.
After bringing the issue to Frisella’s team, we began an integrated SEO and content strategy to make Andy’s site the authority on his program. The main page for 75 Hard on Andy’s site isn’t structured like a standard page, so intentional optimization and consideration of how to address the SERP and user needs was vital to our success. We used a hub & spoke approach and internal linking to connect low-ranking KW content back to the main page, and we created new content.
In just one month, our new content brought in 12,000+ sessions to Andy’s site. The SEO and content strategy has increased YoY traffic to Andy’s site by 37%, and YoY revenue by 23%.
Andy’s site is now ranking in position one for over 200 75 Hard related keywords, including 75 hard (MSV: 185.0K) and 75 hard challenge (MSV: 114.0K).
We expect continued growth as additional content and optimizations go live, and as we use the traffic momentum to connect visitors to Andy’s podcast. Once people engage with Andy, they become lifelong followers and customers – they buy his books, listen to his podcasts, and come to his events. Organic traffic and awareness are key for helping future customers have their first touchpoint with Andy. Our work had a direct, tangible impact on that traffic and awareness, which will only continue to grow in the future.
1st Phorm is a leading supplement company committed to producing quality products for fitness performance.
1st Phorm partnered with 97th Floor to increase profitable traffic to their site, and 6 years later the relationship is as strong as ever.
Through strategic optimizations, 97th Floor increased traffic to high impact /collections and category pages that drive real organic revenue.
Executing on intentional strategies focused on profit has paid out massively.
73% Increase in organic revenue
/collections/protein-bars saw a 98% increase in organic sessions (1.9K vs 3.8K)
/collections/mens-fat-burners saw a 6% increase in organic sessions (1.5K vs 1.6K)
1st Phorm’s organic traffic is actually at a 12% decline, while revenue is increasing at 73%, showing that the team is putting their efforts where it matters.
97th Floor is effectively addressing this with a strong blog strategy that is pulling in organic traffic to the blog at a 47% increase YoY.
Zhou Nutrition is a supplements company committed to combining nature’s nutrients with science-backed formulas, offering a line of clean supplements to support an active lifestyle.
Zhou Nutrition’s products were about to perform a geographic test-launch in Target. In order to show their worth to the retailer, Zhou Nutrition wanted to boost sales not only through e-commerce, but also in-store Target, a digital campaign that can be challenging to track.
97th Floor targeted 430+ stores and created 160+ ad sets. As part of these ad sets, we targeted those individuals that lived or were recently in an area around the stores that Zhou’s products were in. $30,000 in ad spend was budgeted for these 433 locations meaning that each location only got $4.62 in daily ad spend.
In addition to this geotargeting, we retargeted women who were on customer purchase lists we got from Zhou and we also created a lookalike audience from those lists.
As the campaigns were running, we further optimized them by identifying underperforming stores & locations, shutting off low performers, and re-allocating budget from low performers to top performing segments.
These launched campaigns and optimizations resulted in week-over-week improvements in click-through rates and costs-per-click. Partnering with Zhou Nutrition’s partner at Target, we were also able to track improvements in foot traffic and in-store sales at Target.
Zhou Nutrition’s geo-targeted Target campaigns yielded profitable sales for Zhou Nutrition, while also leading to increases in non-Zhou Nutrition products, thus strengthening the relationship with Target.
