July 23, 2015

Delivering Revenue Through Non-Brand SEO

iCrossing explain how they devised a non-brand keyword strategy for Boden


Brief

Boden has long been a prominent brand within the fashion retail space with a large volume of sales driven by their catalogue. Boden partnered with digital marketing agency, iCrossing, with the key objectives to increase non-brand visibility and create awareness amongst new audiences through search channels.
Strategy

iCrossing devised a non-brand keyword strategy, creating high quality, natural links to provide Boden with sustainable search benefits. They encouraged consumer engagement through online competitions and community outreach to facilitate social sharing and reach new customers.

In order to promote awareness of Boden’s clothing range, iCrossing pursued a non-brand optimisation campaign to focus on more generic terms that Boden were currently not ranking highly for but which could drive significant traffic.
Execution

iCrossing employed both SEO and PPC tactics to improve the visibility of the Boden brand online. They focused their SEO attention on non-brand keyword optimisation to focus on generic search terms that the brand was not ranking for and therefore only attracting a fragment of their potential audience. They optimised and generated high quality links around terms such as ‘babies clothes,’ ‘ladies skirts’ and ‘men’s quilted jacket’. Ongoing content optimisation and technical recommendations were also provided to maximise the reach and visibility of the Boden site.

To grow consumer engagement, iCrossing contacted influential parent, shopping and fashion bloggers to review sample merchandise that would complement Boden’s product lines, generating high quality links. This facilitated referral and social sharing opportunities and ensured increased visibility with new audiences as well as helping to build the brand’s credibility in a highly competitive industry.

From a paid search point of view, they ran a series of Facebook campaigns targeting fans within the Boden demographic.

iCrossing invested in the non-brand search space to aid new customer acquisition. They employed a keyword/match type PPC strategy that allowed us to capture low cost long-tail traffic, in combination with more competitive generic terms that provided us with new search queries to grow the campaign.

A data led strategy was employed using targeted non-brand SEO, link building and PPC tactics to broaden the awareness of Boden online and increase site visibility by focusing on more generic keywords with significant search volumes, opening the retailer to new conversion opportunities.
Results

iCrossing’s strategy created a significant uplift in non-brand traffic for Boden resulting in a 900% increase in non-brand SEO revenue and a 28:1 return of investment in SEO.

Boden also saw a 53 per cent relative increase in SEO market share versus Boden’s core competitors over the course of the campaign.