How Musician’s Hut tunes up search marketing to boost conversions

Musician’s Hut, a web-only retailer of guitars and drum sets, has increased conversion rates through paid search by 400% while spending less by concentrating on long-tail keywords like model numbers, president Eric Archuleta tells InternetRetailer.com.

“We have accomplished a 400% increase in ROI by concentrating on long-tail terms and reducing our budget for brand products and general terms,” Archuleta says. Musician’s Hut has focused on keywords related to specific product SKUs and manufacturer’s model numbers, terms that shoppers typically use when they’re ready to purchase a particular item, he adds.

“By targeting buyers so deep into the buying cycle that they are looking up a SKU or model number, we have been able to reduce our spend and increase our conversion,” Archuleta says.

Musician’s Hut, based in Hollywood, FL, has also tripled traffic volume from natural Internet search by developing new brand-related content and making its page locators more easily indexed by search engine spiders, he adds.

“Our URLs are now much more search engine friendly and indexed better than ever before,” Archuleta says. “We have also created a ton of content pages around each of our brands and product categories and are embracing user-generated content, which has proven successful in improving our rankings in the search engines.”