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Case Study

Designer footwear brand steps up with a 184% improvement in seasonal keyphrases

In A Nutshell

A designer footwear retailer were keen to improve rankings and boost sales from organic search. QueryClick achieved a 99% increase in sales for non brand keyphrases, with a 184% increase in traffic for some of it’s most important seasonal keyphrases compared to 2011. Brand and generic traffic saw a 103% increase in sales year on year.

The Background

The retailer are best known for their outdoor footwear and specialist footwear for fieldsports and riding. When they approached QueryClick, the team wanted to improve rankings and boost sales from organic search.

Our Analysis

QueryClick performed a technical audit of their site. Not unusual for an ecommerce site, we discovered a range of identical product pages and duplicate content being caused by the functionality of the website. This was hindering the ability of the website to perform as search engines saw multiple versions of each page, the joint value of which was split unevenly among these duplicates.

We concluded the site was in need of onpage optimisation as many pages lacked keyphrase focus. The next stage was therefore to conduct keyword research.

Our team agreed with the client that there was a seasonal opportunity not to be missed. We also felt there was potential to improve visibility for gender-specific phrases.

The Process

QueryClick thought it best to start the client’s SEO campaign by resolving the duplication on site. To tackle this we implemented a URL canonicalisation plan. Simply put, canonicalisation refers to the process by which one version of multiple URLs with identical content is given precedence over the others. Read our canonicalisation blog post for details on how this is carried out.

To improve page relevance we integrated the most topical keyphrases into page titles, meta descriptions, headings, and body copy. Where there was no original copy present on category pages, we made sure descriptions were written and added to the page.

Together with seasonal factors, the keyphrase research also helped us determine the best route to take for link building. For the duration of the summer, our strategy was thus focused on terms relative to seasonal opportunities.

We published numerous online articles on topics. The client also provided us with press releases that we optimised for publication through online PR channels. Press release content was also related to new product launches.

Our monthly link building also included advanced gap analysis. We carried out competitor analysis, and explored new opportunities such as blogger outreach and niche directory submissions, focusing on specific product ranges like gardening footwear, and kids’ footwear.

Work started on a content audit for the blog section of the website. The audit is the first step in a longer term content strategy that will see the section turned into a blog.

The Outcome

Six months on we’re happy to report an 99% increase in sales for non brand keyphrases with a 184% increase in traffic for non brand season keyphrases. Brand and generic traffic saw a 103% increase in sales year on year.

The client's website has consistently appeared among the top 3 Google results for one of it’s core seasonal keyphrases with a brief stint in the number 1 position, and currently in #2.

As a result of this success, the client engaged QueryClick to work on the campaign for a further 6 months, into the critical Christmas period.

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