What was the scope of their involvement?
Given the work that we had been focusing on, I'll break it down into two parts. The first is a global re-platforming project, which is essentially a CMS migration from one enterprise to a new one. Our existing CMS was never managed properly. At one point we had about 0,000 redirects, which was giving us massive headaches with Google and was really detrimental to our organic traffic. Over the course of several months, they took the 10,000 and reduced it to 3,500.
To do that, they formulated a plan that mapped the path to our goals. They examined key metrics like page speed and mobile performance. Their team was a critical part of that long-term plan.
Secondly, using Google Lighthouse, Crawl, Screaming Frog, different SEO optimization tools, they recommend ways to correct problems with our digital presence. They also pointed us to opportunities to use our deep catalog of articles to benefit the business, taking a very data-driven, customer-focused approach.
For instance, NextLeft did a competitive analysis for one of our brands and found that there was a very significant traffic opportunity related to soil. So, they did some research, finding that the most popular result had not been updated since 2011. We targeted that keyword based on their findings. Their research was instrumental to the project. They were able to synthesize data, identify opportunities, and then execute to meet our customers' needs.
What is the team composition?
We have predominantly two points of contact, Katie (VP Marketing, NextLeft) and Andy (Senior SEO & Content Strategist, NextLeft). We've had occasional inclusion from John (CEO, NextLeft), who comes in for larger strategic planning. They also have a team that does our backlink outreach.
How did you come to work with NextLeft?
NextLeft had actually been with my company prior to my arrival. My predecessor had a wonderful working relationship with them and left our partnership with them up to me when I arrived. I'm actually departing Fiskars soon and I will bring them along to my new position as soon as I'm given the chance.
How much have you invested with them?
We've spent about 300,000 between our two brands.
What is the status of this engagement?
It's been over seven years since we started working with them. Our collaborations are ongoing.