The Challenge
After a number of rounds of investor funding and a new website, Vintage Cash Cow were looking to supercharge their organic activity to accompany a large investment in offline channels including TV and radio. The main focus was improving rankings and traffic for a number of key commercial “selling” keywords. In addition, they were also looking for a Digital PR campaign that could hone in on their target audience (over 50’s).
Our Approach
We took a holistic approach to the campaign, initially prioritising technical fixes that would make the quickest impact. We also created a number of content pieces centred around the topics most associated with the target audience, such as decluttering.
Technical Fixes
A comprehensive on-page audit uncovered a number of issues including unoptimised metadata and keyword gaps.
Niche PR
PR coverage in popular lifestyle publications as well as the national press including in The Sun and Daily Mail.
Landing Page Audit
Each category landing page was reviewed by our content team and then improved with better-optimised copy.
Focused Link Building
We built links to key commercial landing pages in order to drive conversions for the most important categories.
Blog Content Strategy
We created mid-funnel content in order to reach audiences who were researching around the broad topics of selling, antiques and decluttering.
CRO Fixes
A number of CRO changes were implemented including fixing broken links on landing pages plus showing category pages in the main navigation.
The Results
0 %
increase in organic conversions
0
keywords moved onto page one
0
keywords moved into the top three
The combined benefits of all the optimisational changes outlined above ensured we quickly achieved over one hundred first page rankings. This was helped by us building links to the key commercial landing pages for silver, gold and jewellery, plus helping to redraft the page content. Organic conversions tripled within the first three months.
