Re:signal

Brief

We identified car hire as a key opportunity for Expedia to improve their organic search performance.

Strategy & Approach

• We analysed the marketplace vs key competitors to understand where the customer search demand was and identify 500 priority keyword targets.
• We updated 650 pages with improved on-page optimisation, around our top target keywords. - We applied a further 90,000 new meta descriptions and 3,000 new title tags on-site and technical SEO recommendations within car hire.
• We built a targeted content hub and created 60 pieces of initial content in order to attract visitors at the awareness and consideration stages of the customer journey, generating targeted digital PR coverage with further monthly content now published.

Results

• Transactions YoY uplift of 19% in organic transactions.
• Traffic delivering an uplift of 37.8% in organic search traffic. Average Expedia categories have grown by 14% in YoY organic traffic. This means car hire has outperformed the rest of the site by 170%.
• Rankings improved rankings for 1,721 keywords – across all 3,013 tracked car hire keywords, we have increased rankings by 5.8 positions since Jan 2017. All targeted around attracting potential car hire customers. In addition to this, our top target term “car hire” has increased from #8 to #3 in Google UK.

Brief

ASICS, one of the leading sports retailers in the world, approached Re:signal in December 2018 with tough growth targets of 30% year-on-year uplift in organic search traffic and revenue across European sites, following previous years of organic search decline and stagnation.

Strategy & Approach

• Identified & implemented key technical SEO actions working together with the in-house team in deployment sprints to ensure we had a solid platform to build upon.
• Created a centralised content strategy prioritised by value across the customer journey to target awareness, consideration and conversion buying cycle phases.
• Analysing paid search data trends, in order to focus on a clear target audience of the running community and sports enthusiasts, specifically optimising for highly popular branded product/category level keywords and the common user paths that took them to purchase.
• Localised research / insight and delivery across 8 key European markets and languages We produced authority content against our strategy across the UK, Germany, Spain, France, Italy, Netherlands, Poland and Portugal.
• Agile approach to test, learn and improve we worked in monthly sprints, with quarterly business reviews to analyse lead and lag indicators, ensuring we were on track and adapting to any seasonality and business changes.
• Produced creative digital PR campaign to strengthen link reputation this was produced and promoted on the topic of how far can you run in a year.

Results

• Organic revenue increased by 93.7% year on year (from Jan 1st to Dec 31st 2019, vs 2018) across the ASICS Europe site.
• Organic traffic increased by 41.7% year on year (across same time period / site).
• We were 2x shortlisted at UK Search Awards (2019) and 3x at European Search Awards (2020) in categories for Best SEO Campaign & Best Use of Search – Retail / E-commerce (SEO) and best pan European campaign.

Brief

We began working with OKA, a British luxury furniture retailer, in Jan 2015 with a clear goal to increase organic search revenue.

Strategy & Approach

• Prioritised SEO strategy by value – focusing on new customer acquisition for interior/outdoor furniture, whilst providing existing customers with information on new designs, and inspirations.
• Worked backwards from revenue target – taking the organic search conversion rate, we determined the new search traffic levels we needed to reach.
• We targeted search terms that would bring in a sufficient amount of traffic to meet the identified target traffic.
• Content creation – we created a production, publish and outreach calendar for each quarter. This allowed us to have the content written, published and promoted as the seasonality started.
• With the target keyword categories, individual keywords and landing pages we were able to improve rankings.

Results

• Since working together we have increased organic search revenue by 109.42% . 
• Won Best Use of Search in Retail at the 2016 UK Search Awards.

Brief

Better Gyms have grown significantly since beginning to work with Re:signal in 2014 – increasing from 115 sport and leisure centres to now over 250 across the UK. 

Our role is to support their internal marketing team and enabling Better’s digital performance to reflect their fast-growing business plans.

Strategy & Idea

• Acquisition of members from organic traffic – analysing analytics and PPC data, our goal was to prioritise by value to create a hyper-localised SEO strategy to build brand awareness and convert non-members to their local Better leisure centre.
• Member retention via content – retention of existing members is hugely important and often overlooked. We ensured that each local centre was easy to find and well optimised with useful information and inspiring content to keep members motivated, attending and paying.
• Increase Better’s organic market share vs key competitors – our goal was to make Better clear organic market leaders, with ambitious offline growth plans, we wanted to reflect this in the digital world.

What We Did

• Prioritising content strategy by value – we analysed PPC data to identify and optimise for the highest converting paid search keywords.
• Fixing technical SEO issues – we discovered a high number of duplicate content and indexing issues, which once reduced to a more manageable size helped us to ensure the quality of live pages was greatly improved.
• Improved local SEO approach – we created a clear model to optimise for localised searches and leisure centres – building a process for future centres which were being frequently added. This included running SEO training workshops for leisure centre managers – to strengthen rankings further with the creation of unique and informative local content.
• Content marketing to strengthen online reputation – building authoritative content, published on leading health and fitness publishers to build awareness and reputation for Better at both a brand and local level.

Results

• Increased YoY organic traffic by 131% from 2014 to 2015
• Strengthened Better’s share as organic market leaders in the UK leisure/gym sector
• Won Best Use of Search in Third Sector at the 2015 UK Search Awards