The Challenge
The Tree Center approached Marketing Signals in 2017 looking to improve their organic presence across a number of key categories and products. Being a highly seasonal business, it was imperative that they had strong organic visibility in the key trading months of the year.
Our Approach
We created a bespoke strategy that focused on delivering links to the main target pages in the run-up to the peak selling period. We then reduced this activity in the winter months and used the additional time to focus more on finding on-page improvements and opportunities.
Seasonal Based Strategy
We targeted specific types of trees based on their peak conversion period, ensuring they had link equity built up in advance of the best-selling months of the year.
Targeted Outreach
We reached out to garden bloggers in order to earn links that were thematically relevant but aligned with the correct target audience.
Gifted Reviews
Some gifted tree samples were sent to some of the most influential bloggers in order to build relationships and promote the brand.
Blog Content Creation
We researched the web for relevant mid-funnel topics centred around the products, including “how to” guides plus other informational articles. We then created optimised content to capture users researching their most popular selling trees.
Competitor Link Audit
A manual audit of all the best links from all the main competitors provided an additional number of outreach targets to complement the main outreach campaign.
Content Review
We reoptimised a number of key category and content pages in order to better meet the search intent of the top queries for each page.
