The Challenge
The Tree Center came to us in 2017, wanting to boost their organic presence across key categories and products. As a highly seasonal business, it was crucial for them to be visible during their busiest months of the year.
Our Approach
We put together a tailored strategy focused on building links to key pages ahead of the peak selling season. During the quieter winter months, we scaled back link-building and shifted our focus to identifying on-page improvements and new 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.
The Results
By aligning our SEO efforts with the industry’s seasonal trends, we made sure our work had maximum impact, particularly by getting key target categories to rank during the peak sales period. Plus, by scaling back link building after the summer months, we had more time to focus on improving the site’s on-page technical aspects.
