7thingsmedia worked with designer clothing store Tessuti to first recover from a manual penalty and then a build a comprehensive paid and organic search strategy
The Brief
7thingsmedia’s first task was to overcome Tessuti’s pre-existing SEO penalisation. On top of this, through a combination of paid and organic search, they were given the objectives of increasing incremental business and conversions.
Key targets
PPC:to drive non brand share to 40 per cent.
SEO: to drive a 66 per cent year on year uplift.
Strategy
7thingsmedia were initially brought in to manage Tessuti’s PPC account. During this time they successfully managed a PPC remarketing campaign. After 18 months of positive PPC performance their remit was expanded to include SEO management. They utilised historical data from the PPC channel to support this new integrated strategy.
Tessuti recently began to expand their high street presence outside the north-west with the acquisition of Cecil Gee – so they now have stores in Canary Wharf and Bluewater premises. They targeted generic and concession terms to introduce new shoppers to the brand and to grow brand awareness in new locations.
Execution
A priority for 7thingsmedia was helping Tessuti recover from a pre-existing penalty. They completed a critical audit to understand previous bad practice. Then they went through a manual link removal process before the penalty was disavowed.
With the penalty removed, 7thingsmedia wanted to align search growth opportunities with areas of wider business expansion. Through competitor research they identified search gaps and opportunities. From there they launched an expansive geo-targeting and generic build out.
Tessuti partners with many top designer fashion brands – including Hugo Boss and Belstaff- and recently launched a new womenswear range. 7thingsmedia capitalised on the interesting fashion story Tessuti has to tell through developing a content-centric SEO strategy. This strategy allows them to target the long-tail of search and non-brand terms.
Results
7thingsmedia were shortlisted for Best Search Campaign at the Performance Marketing Awards 2014 as a result of their work with Tessuti.
•PPC & SEO combined, hit 101 per cent of overall target
•112 per cent YoY PPC revenue increase
•31 per cent above target, whilst 6 per cent under media budget
•Generic revenue up 97 per cent year on year
•80 per cent SEO revenue increase YoY despite previous penalisation and re-platform
What the client says
Matt Munnelly, Head of Ecommerce & IT at Tessuti, said: “We appointed 7thingsmedia to grow our Ecommerce sales, and that is just what they have done and some! Within 2013 we have seen a phenomenal 103 per cent increase in paid search sales, whilst achieving an impressive 25 per cent increase in revenue from SEO during a difficult re-platform year”