The Client
- Name:
- Hayes Garden World
- URL:
- www.hayesgardenworld.co.uk
- Sector:
- Gardening, Retail
- Services:
- Search Engine Optimisation
- Conversion Rate Optimisation
- Download:
Background
Following a successful summer SEO campaign leading garden product retailer, Hayes Garden World, wanted to increase their exposure and drive sales of artificial Christmas trees through their website.
The seasonal campaign needed to ensure high rankings for a number of highly searched key phrases over the October-December period (where searches were at a peak) in order to maximise total sales.
Strategy
In order to achieve the objectives, Hayes Garden World needed to compete against a number of well-established websites specialising in Christmas trees and related products. Based on in-depth competitor analysis and detailed keyword research, Mediaworks were able to devise an online marketing strategy that would ensure high rankings in time for the seasonal peak.
Mediaworks undertook a comprehensive link building campaign in order to develop natural, Christmas related links to the Hayes Garden World site to build trust and authority and establish the site in Top 5 positions for the pre-determined key phrases on Google UK.
Results
In line with the campaign objectives, Hayes Garden World experienced a large increase in the Search Engine rankings across a five-month period:
| Keyword |
Google.co.uk Position August 2010 |
Google.co.uk Position December 2010 |
Position Difference |
|---|---|---|---|
| Christmas Trees | Not in the top 100 | 2 | >98 |
| Christmas Tree | Not in the top 100 | 3 | >97 |
| Artificial Christmas Trees | 81 | 1 | 80 |
| Christmas Trees Artificial | 99 | 1 | 98 |
| 3ft Christmas Trees | 12 | 1 | 11 |
| 5ft Christmas Trees | 13 | 1 | 12 |
| 12ft Christmas Trees | 7 | 2 | 5 |
This resulted in an increase in the volume of traffic generated for Christmas tree related key phrases:
In line with this increase in traffic, Hayes Garden World saw online sales and revenue increase such as:
- A 96.94% increase in Christmas related Organic traffic (December 2009 vs. December 2010).
- Over 33% increase in total non-brand sales.
- A 36.48% increase in average non-brand order values.
“Since taking on Mediaworks to do our optimisation and link building, results have been so successful in increasing our Christmas turnover year on year that this is now seen as our most important advertising spend. We move forward annually with an expectation of further growth as a result of the trust and confidence that Hayes have in Mediaworks.”
