Plugging the gaps when paid ads went offline
Our remit when coming on board was to to prove SEO as a revenue driver and plug gaps when paid ads went offline (which was a regular occurrence due to the nature of the product). There were also niggly technical issues preventing proper international targeting.
Plugging the gaps when paid ads went offline
Our remit when coming on board was to to prove SEO as a revenue driver and plug gaps when paid ads went offline (which was a regular occurrence due to the nature of the product). There were also niggly technical issues preventing proper international targeting.
Solution
Coordinated optimisation activity for maximum impact
To start off, our SEO experts systematically overhauled SEO copy to target unbranded keywords while not compromising brand tone of voice. We identified seasonal search peaks & troughs and coordinated optimisation activity ahead of this to maximise impact - e.g. bridal lingerie ahead of summer.
Following this, we optimised the site ahead of time to capitalise on Black Friday by setting up landing pages and targeting rising search terms, as well as coordinating a canonicalisation and HREF LANG tag plan for developer implementation.
Results
Results that speak for themselves
Through the work undertaken Bluebella saw 74% increase in global organic revenue (vs YOY), with keyword targeting and intent matching helping to push conversion rate up by 42% and AOV up 15%.
Black Friday week smashed organic records with a 54% uplift in revenue globally - and a huge 197% uplift for the US.
Results
A record breaking Black Friday week
0
%
Uplift in global organic revenue
0
%
Increase in conversion rate
0
%
Increase in AOV
We saw amazing growth in H2 last year, with Organic. s360 UK have helped us to achieve that growth and they are completely aligned on our business goals and challenges. We are looking forward to growing Organic even further this year, with their continued collaboration, strategic planning, and ongoing optimisations.
Tina Hayward, Head of Ecommerce, Bluebella
Tactics
How we achieved these results
The Team
An extension of the Bluebella digital marketing team
Mitigating Risk with a careful SEO Migration
