The Challenge
After securing multiple rounds of investor funding and launching a new website, Vintage Cash Cow wanted to boost their organic performance to complement a big investment in offline channels like TV and radio. Their main goal was to improve rankings and drive traffic for key commercial “selling” keywords. On top of that, they were also looking to run a Digital PR campaign aimed at reaching their target audience of over-50s. At Marketing Signals, we knew exactly how to help them achieve these goals and take their online presence to the next level.
Our Approach
We took a well-rounded approach, focusing first on making quick technical improvements that would have an immediate impact. At the same time, we created content around topics that would really resonate with their audience to make sure we were speaking directly to what mattered most to them.
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
By making strategic improvements, including rewriting key page content and building strong links to commercial pages for silver, gold, and jewellery, we saw impressive results. Within just three months, organic conversions had tripled, and over 100 first-page rankings were secured — a clear testament to the effectiveness of these changes!
