increase in organic

conversions YoY



increase in organic

revenue YoY



increase in

new users


Normans Case Study

Normans is a leading UK specialist supplier of discounted orchestral and student musical instruments. Anicca was appointed to manage keyphrases through effective SEO strategy.


  • 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

Our solution

After performing a full audit of the website to identify any technical issues which were hindering the SEO performance. We undertook manual keyword research to identify the keywords which were most relevant and had a low level of competition.

We devised a plan and implemented the optimisation across the site.  We created a content marketing strategy to support chosen keywords and drive targeted traffic to the website.  We created and implemented a link earning plan to ensure a steady growth in natural links.


  • 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.

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