Vintage Cash Cow SEO and PR Case Study: 3x Organic Conversions

Fresh from a funding round and a site rebuild, Vintage Cash Cow needed organic search to pull its weight alongside a substantial TV and radio spend. The audience was over-50s, and the target was commercial selling terms.

An online platform for selling preloved vintage items in bulk. With a team of 100+ vintage and antique experts, their specialists aim to provide a free, convenient decluttering service.

Industry

Retail

Services

Digital PR

The Challenge

Organic that had to keep pace with a national ad spend

Vintage Cash Cow had secured multiple rounds of investor funding, launched a new website and committed a serious budget to offline channels. Organic search needed to convert the demand that TV and radio were creating, not just exist alongside it.

Two jobs, then. Improve rankings and traffic for the commercial selling keywords that drive enquiries, and run a Digital PR campaign that reached an over-50s audience in the publications they actually read.

Technical Fixes
Landing Page Audit
CRO Fixes
Focused Link Building
Niche PR
Blog Content Strategy

%

increase in organic conversions

keywords moved onto page one

keywords moved into the top three

Our Approach

Fix the foundations first, then build demand around it

We front-loaded the technical and conversion work so the site could convert what was already arriving, then built content and authority around the topics the audience was actually searching.

Technical Fixes

A comprehensive on-page audit uncovered unoptimised metadata and keyword gaps across the new site.

Landing Page Audit

Our content team reviewed every category landing page and rewrote it with better-optimised copy.

CRO Fixes

We fixed broken links on landing pages and surfaced category pages in the main navigation, so visitors arriving from any channel could find what they came for.

Focused Link Building

We built links to the commercial landing pages that mattered most: silver, gold and jewellery, rather than spreading them across the site.

Niche PR

Coverage in lifestyle publications read by the target audience, alongside national press including The Sun and the Daily Mail.

Blog Content Strategy

Mid-funnel content aimed at people researching selling, antiques and decluttering, reaching the audience before they were ready to act.

Let's Work Together

Gareth Hoyle

Managing Director

The Results

Conversions tripled inside three months

Rewriting the key page content and building links to the commercial categories moved the needle quickly. Organic conversions tripled within three months, with 127 keywords reaching the first page.

Sequencing mattered. Fixing the conversion barriers before the rankings arrived meant the traffic converted as soon as it landed rather than a quarter later.