Agency: Red Hot Penny

Improving organic visibility for Zoggs with our synchronised services.

The Challenge

When Australian swim brand Zoggs teamed up with Red Hot Penny, it was keen to increase its organic visibility and strengthen its Direct to Consumer proposition. Red Hot Penny’s Paid Search, Organic Search and PR teams came together to kickstart Zoggs’ digital solution.

The Solution

“After hearing Zoggs’ goals, we got to work putting together a tailored plan for their success. We chose to combine marketing services Paid Search, Organic Search and PR in order to increase the brand’s visibility online and win them a bigger share of direct traffic.”

Zoggs meets PPC: The first solution for driving traffic to Zoggs’ site was to introduce Paid Search and Shopping services. Targeting brand specific and generic keywords, for a wide campaign scope, Red Hot Penny set up and managed Google AdWords and Shopping accounts for the brand. The increased visibility on search engine pages helped drive direct traffic to the Zoggs site with the added benefit of revenue coming from a new channel.

A splash of Organic: To support the new Paid Search strategy, Red Hot Penny’s Organic Search team conducted an audit of the Zoggs’ website and updated the content on category pages.  Compiling keyword research and enlisting the help of their copywriters, the team produced optimised content to improve search page rankings and increase organic visibility.

Read all about it: Red Hot Penny’s PR team also worked to support Organic Search, with a link building campaign. The digital PR strategy included gaining mentions in popular ‘Mummy Blogs’ and online sports publications with links back to site.

The team also focused on offline activities including getting Zoggs featured in print publications with large readerships for the added benefit of growing brand awareness.

The Results

Pole position: These combined efforts have helped to put Zoggs in the top position for the search term ‘goggles’. This has increased organic visibility for a product which Zoggs lead their market in.

PR successfully supported Organic Search, gaining coverage across popular blogs and online publications with links to improve Domain Authority. One such publication was Trradar.com which has around 490,000 unique browsers every month.

The offline strategy also proved successful, winning a feature in The Sunday Times. Zoggs’ range of swimsuits for women made the Hotlist, and the brand won exposure to the publication’s 2.3 million readers.



PR Search SEO