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URL: www.vertbaudet.co.uk
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Key Industries:
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Clothing
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Mail Order Retail
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Key Sectors:
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Vertbaudet
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Brief
Our challenge was to help Vertbaudet – a major children’s mail order clothing brand – to raise its profile in organic search.
The only realistically converting organic search traffic came from the brand name as the search phrase. Ahead of this project, the brand was rebuilding its website from the ground up – all pages on the site would be changing their name and URL structure.
Strategy
Our recommendation to the client was to implement a campaign of link building to build and improve the brand’s reputation in order that we could achieve relevance and prominence in the search engine rankings.
Execution
We engaged in a number of key link building tactics to initiate a controlled and measurable campaign. These included:
- 301 redirection - Receptional ran a custom program to be able to redirect all links prior to the site redesign onto relevant pages post redesign, preventing a loss of link equity.
- Analysis of best phrases - to use as key performance measurements, including “boys clothing” and “girls clothing”.
- Online PR Strategy - Scheduling a series of biweekly announcements over a nine month period to create online buzz and mentions.
- Blogger Outreach - Building personal relationships with targeted bloggers in the field and providing them with clothing samples for review.
- Majestic SEO Clique Hunter – using this tool to identify hubs of authority where competitors already had presence that could be duplicated or enhanced.
- Content creation - Creation of specially written articles surrounding the Vertbaudet products to provide quality content to third party properties.
Results
Over a period of nearly a year, the rankings for major search terms steadily achieved number 1 positions for “Boys Clothes” and “Girls Clothes”. The table in the left hand column maps the progress across an 11 month cycle.
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