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URL: http://www.chelseafc.com/
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Key Industries:
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Business
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Entertainment & Leisure
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Internet
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Publishing & Media
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Sport
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Key Sectors:
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Chelsea FC
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Brief
Chelsea FC was only acquiring between 3% and 9% of the traffic to their website from search engines, when it engaged iCrossing in the summer of 2009.
Chelsea FC also wanted to gain a higher share of the Chelsea traffic available globally in search and social networks, and increase the user volumes engaging with them on its own web properties.
Digital marketing agency iCrossing was challenged with generating an increase in traffic to the site, as well as improving the level of engagement of Chelsea users by creating a new strategic framework for Chelsea’s online presence.
Strategy/Execution
Linguistic analysis – In-depth research into the language used by Chelsea’s target audience when searching for information related to the club, the players, tickets, and news, enabling the iCrossing team to identify gaps in coverage and visibility.
Traffic audit & forecasting – Forecasting the potential traffic increases to be gained through covering gaps in Chelsea related content and ensuring all areas of the site were accessible to search engines.
Link analysis – Understanding the sites link equity to ensure it is maximised to deliver increased search benefits and user experience levels.
Knowledge transfer and consultancy – With limited internal resource a part of the brief was to provide knowledge transfer to Chelsea’s internal online team, as well as helping their journalists to write more search friendly content.
Marketing plan – co-created the client’s 2009/10 plan in a consultancy role, developing strategies to optimize the website to drive more traffic, to create engaging content for a more effective and engaging web presence, and to connect various online Chelsea FC communities via a common social platform.
Results
An increase of 53% in Google UK visibility from the benchmark in June 2009 to March 2010.
In March 2009 search engine traffic accounted for 9% of overall traffic to the site, and increased to 19% in March 2010.
A 66% increase in natural search traffic year on year from March 2009 to March 2010.
An uplift of 228% of non-brand traffic and 36% brand traffic year on year from March 2009 to March 2010.
To learn more about this case study please click here
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