Normans

Normans – Rising positions of keyphrases through effective SEO strategy

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Objectives

  • To improve organic listings for product related terms and lessen reliance on brand-related search terms
  • To improve organic revenue and conversions
  • To increase online presence and brand awareness

Solution

  • Perform a full audit of the website to identify any technical issues which may be hindering the SEO performance
  • Undertake manual keyword research to identify the keywords which are most relevant to Normans.co.uk but which have a low level of competition
  • Devise a full page plan and implement optimisation across the site
  • Create a content marketing strategy to support chosen keywords and drive targeted traffic to the website
  • Create and implement link earning plan to ensure a steady growth in natural links

Result

  • At the beginning of the project, just seventeen of the target keyphrases ranked in the top 20 positions, and nineteen ranked on pages 100+. Positions of this target keyphrase set rose from an average of 52.6 to 22.6 over a five month period.
  • 25 of these keyphrases ended up in the top 20 organic listings within Google, 15 of which were on the first page.
  • 50.99% increase in organic ecommerce conversion rate when comparing Feb 2014 – May 2014 against the same period the year before (Feb 2013 – May 2013)
  • 39.18% increase in revenue from organic traffic and a 58.51% increase in transactions when comparing Feb 2014 – May 2014 against the same period the year before (Feb 2013 – May 2013)
  • 4.98% increase in organic traffic when comparing Feb 2014 – May 2014 to Feb 2013 – May 2013 and a 16.22% increase in new users visiting the website.