Theatre Tokens – Building an Organic Showstopper

Problem.

Theatre Tokens – the gift card arm of Society of London Theatre – was struggling with a website that wasn’t putting in a shift for the business. Theatre Tokens gift cards can be used in more than 260 venues nationwide and are available in a number of nationwide retailers, yet their site was poorly structured and didn’t drive enough of a return on organic traffic.

Solution.

Terrier set out drafting up a full-scale SEO plan over twelve months for the brand (utilising insights gained from working with Official London Theatre, their sister brand). The number one port of call was putting the scaffolding up and improving the technical structure of the site. Due to the site’s complex back-end, the optimisation work had to be done within the existing custom architecture.

A full content strategy was put into play that included keyword mapping, on-site content optimisation and fresh blog content (on a WordPress blog annexed onto the site). The brand’s rankings were consolidated into quite a small niche historically, so Terrier set out optimising pages around specific venues with fresh metadata and copy. This expanded the brand’s level of relevant impressions rapidly.

Plans were drawn up to approach venues that were signed up to Theatre Tokens to become a verified venue in exchange for sharing a logo and some copy on their homepages/blogs/footers (containing all-important backlinks). Our team also reviewed a huge variety of competitor brands (and beyond) in order to find new, untapped backlinking opportunities.

Results.

The site went up between 15 and 25% YOY per month in terms of organic traffic and was visible for more terms than ever in SERPs. In addition, the site now had a functioning blog area and was far quicker in terms of loading, responsiveness and interactivity (the all-important Core Web Vitals).

NOT WHERE YOU WANT TO BE DIGITALLY?

    Problem.

    HighKind – formerly known as Synergy Extracts – were looking to reach new heights organically but were stuck with an outdated website and about to embark on a full-scale rebrand. The brief was to first put together a functional spec to ensure the new build was SEO-ready from the off. Following this, HighKind needed a complete rethink in terms of organic strategy and a jumpstart in terms of optimised copy.

    Solution.

    Working closely with the developers, Terrier set out drawing up a full functional spec for the new WordPress/WooCommerce site. This was the right choice of platform and allowed the site to nail a lot of SEO requirements out of the box.

    Once the site was created, a complete overhaul in terms of site copy was conducted by Terrier’s content team. This started with a full keyword research dashboard across the site’s entire range of pages, products, categories, etc. Fresh copy was drafted up for every product on the site. A new category structure was also implemented the corresponded to how users searched for CBD-related products.

    CBD in itself is quite a new industry so getting a march on the competition in terms of backlinks was vital. Mass link profile analysis was conducted across dozens of brands in the space – all with their own marked link building priorities. This gave HighKind a broad range of options to go after.

    Results.

    HighKind site launched complete with rebranding after the development phase. The site massively outperformed the old build in terms of technical SEO spec – scoring upwards of 90% in various site auditing tools.

    The new category structure gave HighKind far more organic avenues to optimise around. The site’s organic efforts were supported by unique, optimised copy on every page – be it a category, a product page, etc.

    The site was also now readily listed across every trustworthy directory site and 1,000s of competitors links were collated and analysed.

    NOT WHERE YOU WANT TO BE DIGITALLY?

      Problem.

      My Car Credit is an accessible car finance company at the forefront of its industry. However, their site indicated differently – it was losing traffic dramatically year-on-year and the conversion rate was quickly heading in the same direction.

      Solution.

      We had a complete overhaul of the site’s content, optimising existing pages and creating dozens of FAQ-related articles to inform users about the brand. This content was then used to create a series of new YouTube videos. To make all of this work count, we also increased the site’s link profile through seeded infographics to improve its authority.

      Results.

      Our comprehensive approach to content increased the site’s visibility in organic searches almost immediately. This drove organic traffic to the site and increased the conversion rate, making a U-turn of the consistent year-on-year decline that the site had experienced.

      Problem.

      The KiK site had once performed extremely strongly in organic search listings, and reliably brought in a healthy revenue. However, over 2016 the brand lost this momentum. A decrease in revenue was paired with falling organic search listing figures.

      Solution.

      Terrier began exploring methods to build the site’s authority. Technical issues, such as page load speed, were identified and addressed. The site was updated with fresh, reworked content. To increase brand exposure, Terrier contacted hundreds of influential vaping reviewers, experts and vloggers from around the globe. These relationships promoted the KiK brand across a variety of respected channels.

      Results.

      KiK’s organic traffic listings rose back to the figures achieved previously.
      Over 80 vloggers, bloggers & Instagram users agreed to review the product.
      The brand got a top 3 ranking for the term “e cigarettes” in Google.
      Overall sales from organic search increased 46% year on year.

      Problem.

      One thing Original London Theatre has in buckets is original content. As a team, they produce great video content with alarming frequency. On YouTube, they’re streets ahead of any other UK theatre channel. However, this content wasn’t always fully optimised or ticking every technical box.

      Solution.

      We set out getting every piece of content up to best practice. This task ranged from developing strong, long-term themes for videos to sit within, to implementing stronger intros and annotated end cards on their YouTube content as standard.

      Results.

      Put simply: The Official London Theatre channel is now a best practice YouTube channel across the board. This in itself is great, of course, but it’s also supported in the numbers: over 3.5m views a month on average, massing an average monthly watch time of 3.5 million minutes.

      Problem.

      4th & Reckless was a brand new eCommerce site that had only been launched for a year. The site was performing very poorly in organic search and only ranked for brand related terms.

      Solution.

      Working with the internal development team, Terrier helped amend the site’s structure to be inline with best practice. Next, we looked at areas across the site where we could dramatically increase the amount of content.

      Terrier set out creating new content whilst also elaborating on existing content on product pages and categories. We then looked at building authority for the site by contacting hundreds of bloggers and vloggers to review free product in return for reviews.

      Results.

      • Over 52% increase in traffic to the site compared to the previous year
      • Over 76% increase in organic traffic
      • Over 84% increase in overall revenue
      • Over 600 Vlogggers and Bloggers contacted

      Problem.

      Taste Inc. wanted to increase the number of users who were aware of the brand and – in addition – had sampled the product.

      Solution.

      In short: Spread the word through online sampling.

      Terrier set out contacting hundreds of influential bloggers, YouTubers and Instagramers across a wide variety of interest groups, asking users to try the product. Like the product? Perhaps throw a post up about it. No hard sales pitch, no time constraints…

      Alongside contacting influential users, Terrier also got in touch with users already engaging with Taste Inc. to reward them for their advocacy and encourage future activity.

      In an influencer world, everyday consumers can spot an #ad at fifty paces, so it’s important to encourage ‘real’ activity from the off…

      Results.

      Over 1,500 new followers across Instagram alongside increased rates of engagement across the channel.

      Over 10,000 views of Taste Inc. vlogger related video content.

      Over 50 bloggers mentioning the product – over 160% increase in traffic to the site as a result of the increased link profile.

      The brand channels are now tagged in a steady stream of valuable user-generated content. So much so, Terrier and Taste Inc. now have a weekly comp where Taste Inc. re-gram one user food shot a week in exchange for a voucher. #TasteIncTuesdays is now the channel’s most popular feature.

      Real photos of snacks, recipes, salads showcasing Taste Inc.’s versatile product.

      Problem.

      Luxury homeware retailer Rooi had reached a ceiling and needed to propel themselves forward. Rooi highlighted a number of areas of concern:
      – Steady but slow growth year on year
      – Reliable yet lean sales figures
      – A limited customer base

      Solution.

      Terrier set to work increasing awareness of the brand across the UK. To achieve this, we convinced over a hundred influential bloggers, Instagram influencers and over two dozen vloggers to review Rooi products on their relevant channels. All in return for just simply offering them free product off the site.

      Results.

      Rooi experienced growth in numerous key areas:
      • 85% increase in overall traffic year on year
      • 95% increase in organic traffic
      • Over 3,500 engagements across Instagram (£0.10 per interaction)
      • 50,000 views across vloggers’ channels (@ less than £0.01 per view)
      • Over 6,000 referrals from bloggers to the site (£0.25 per visit)
      • 78% increase in revenue

      Problem.

      Ormrod is a distinguished electrical wholesaler of residential and commercial lighting based in a highly competitive area of London, Chiswick. They came to Terrier as their sales figures were dramatically down year on year, combined with fewer inquiries coming through from customers. In addition to this, Ormrod’s organic search performance was lacking behind other rival retailers.

      Solution.

      Terrier set about optimising existing content across the site. We also looked at adding additional content to key, authoritative areas of the site, such as the category pages. Next, we highlighted structural weaknesses in the site that were hindering Ormrod’s organic search performance and began to fix them. Following this, we began evaluating different methods for building authority. We added the Ormrod site to a select group of highly trusted directories. After compiling a list of influential bloggers, Terrier began approaching them in regards to running competitions and giveaways on their sites, as well as editorial and review style content. Alongside this, Ormrod’s social media channels were supplied with a regular source of content, increasing their social media presence as a brand.

      Results.

      Ormrod now appears in the top three for dozens of keywords, something it failed to do previously. Across the board, visibility in organic search results increased by over 40%. Organic site visits, similarly, rose by over 25%.

      Problem.

      Pure Smiles is situated in one of the most competitive districts of London, Fulham. Pure Smiles needed to improve its online presence to stand out from its competitors and improve its site traffic. Furthermore, in 2017 Pure Smiles opened a second branch in the Fulham area which needed to be added to the brand’s digital presence whilst also being promoted.

      Solution.

      Terrier got involved by increasing the amount of content across the site by writing up fully customised treatment pages across dozens of topics. We created engaging blog content around a wide variety of different topics. Increased onsite reviews of the great treatments offered by Pure Smiles and redesigned the entire site 3 times in the last 3 years. Terrier also began a blogger outreach campaign with a selection of motherhood and lifestyle bloggers with high followings.

      Results.

      Pure Smiles received (on average) a 44% increase in total traffic every year compared to the previous year. In addition, there was a 60% increase in organic visitors on average coming to the site year on year over the last three years. The stats continue to increase each month, with the last three months seeing over a 120% increase in users to the site over last three months compared to the same period of time last year. Bounce rates have also improved drastically: 65.96% lower rate over the last three months compared to the same period last year.


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