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   HighKind – formerly known as Synergy Extracts – were looking to reach new heights organically but were stuck with an outdated website and about to embark on a full-scale rebrand.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.

      Chi Chi’s organic traffic was dwindling after a difficult period post site rebuild (changing platforms in the process) which ran head-on into the early months of COVID-19. As the fashion brand primarily was known for its dresses and partywear, the impact of COVID-19 was keenly felt. The site needed a brand new SEO strategy that would address the rot in terms of organic traffic.

      Solution.

      Terrier set out building a strategy centred around three core ideas.

      Structurally, the site was in need of a lot of TLC post-relaunch. The move to Shopify had caused a number of URL changes that severed a lot of the brand’s existing organic footprint. Terrier got the site to best practice across the board whilst also prioritising page load speed (key in Google’s upcoming algorithm changes).

      From a content standpoint, the site was very low on valuable content. Fresh category texts were created across the site alongside optimised title tags, meta descriptions as well as over 900 fresh product titles (based around searchable terms such as colour).

      Authority was the third area of focus with targeted outreach to micro influencers on an unprecedented scale doing the social signalling leg work. Hundreds of micro influencers every month were sent product in exchange for coverage. We ran a digital PR campaign to capitalise on the same search terms/topics in tandem with this activity.

      Results.

      The SEO activity generated the following results for Chi Chi:

      • Chi Chi’s organic visibility have tripled their weekly organic visibility year-on-year (YOY).
      • Organic traffic is up roughly around 150% YOY.
      • The brand holds key #1 rankings for terms such as Bridesmaid Dresses.
      • The site is up to best practice from a structural SEO standpoint.

      NOT WHERE YOU WANT TO BE DIGITALLY?

        Problem.

        Sons is an exciting new brand addressing problems in men’s health that aren’t spoken about, including male hair loss. They had a great product – a tailored monthly treatment package of hair loss products deliver discreetly to your door. However, they didn’t know how to make their product have an impact in their field and be seen by their target audience.

        Solution.

        In order to reach Sons’ target audience, we conducted a full-scale outreach project across platforms – contacting men aged between 25-35 from a number of backgrounds and lifestyles. We offered a free Sons shampoo in return for influencer promotion to create brand loyalty and raise awareness of the brand amongst consumers.

        Results.

        Our outreach project proved succesful amongst Sons’ target audience, helping the brand to get the awareness it deserved following its product launch.

        A total of 98 influencers have agreed so far: 84 Instragam users, 12 Bloggers and 2 Youtubers.

        The brand has a potential audience of 549,551 unique followers that continues to grow.

        We estimate that the brand has been seen by 102,944 users.

        There has been an engagement of 3451 comments and likes.

        Problem.

        Sacet has an ethical approach to diamond jewellery that deserved to be in the face of consumers. Based off the Sanskrit word for consciousness, sustainability is at the core of the brand’s ethos. However, the site wasn’t performing well in organic searches and the brand wasn’t ranking for lab-grown diamond-related terms – their most valuable selling point, naturally. Put simply: The brand was a leading force in an emerging industry, it just made little to no noise digitally – especially with regards to organic.

        Solution.

        We wanted to make Sacet visible to their core audience group – simple. Our approach was split into building content, diversifying the backlink profile, spreading the word through outreach and technically getting the site into shape. From a content perspective, hundreds of highly-specific categories were keyword mapped and supplied with unique, keyword-rich category texts. In addition, the brand’s ethos was highlighted across the blog – fueling the site with even more content in the eyes of Google. We then set out developing the site from an authority standpoint. This was primarily achieved through building the authority of the site – we contacted over 600 influencers over a three-month period to create content around a piece from the Sacet collection. The brand needed to reach new audiences – influencer outreach allowed us to do this in an authentic, user-generated way.

        Results.

        The Sacet site now has a consistent monthly stream of organic traffic built up from highly-relevant keywords. The site now ranks in the top five for almost all lab-grown diamond-related terms. In addition to these, the site now has an organic presence across a variety of broader jewellery-based terms. There has been a 250% increase in organic traffic over the last six months compared to the previous time period last year. Through influencer marketing, the brand now has a high level of brand awareness and advocacy amongst its primary audiences.

        Here’s a breakdown of the numbers:

        Total Instagram stories live: 181
        Instagram audience reached: 561k
        Total Instagram audience(s): 4.2m

        Total Instagram posts live: 83
        Active engagements: 87k

        Total influencer collaborations: 135

        Problem.

        London City Smiles is a great dental practice at the heart of the Islington, but its site wasn’t allowing that to be known by users. The site’s navigation was unorganised and the content was confused – this was affecting user experience and preventing people from conversions.

        Solution.

        We conducted a complete update of the site – re-working its navigation, creating clearer drop down menu options and rewriting every treatment page. These improvements were conducted to improve the user experience and encourage conversions.

        Results.

        The changes we made to the London City Smiles site improved the user experience by making the site easier to navigate and the content clearer to follow. Improving these areas led to considerable gains to the site’s traffic flow:

        • Overall traffic increased traffic by 67%
        • Organic traffic increased by 44%

        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.

        Paladone is the biggest brand nobody had heard of (until recently). The brand began life back in 1994 and has grown into the UK’s premier innovative, trend-based gift & merchandise company. They create some of the best gifts on the market but they struggled with advocacy, especially amongst target B2C audiences. The problem lay largely with lack of visibility the brand had on platforms such as Instagram and YouTube. Put simply: The brand had a lot of fans, they just didn’t know it yet.

        Solution.

        We conducted a mass scale outreach project to raise awareness of the brand across Instagram contacting thousands of influencers. Every content creator we contacted was specifically chosen with one of the brand’s core audience profiles in mind. This was a collaborative process between us and the internal marketing team. We then created a timeline of specific pushes for select products – mini-campaigns within themselves, as such. This tailored approach allowed the brand to rapidly build up authentic brand awareness and advocacy. We are an SEO-first agency, so the added bonus of a growing natural, trustworthy backlink profile – both follow and nofollow – was not by chance. The mix of Instagram social signalling and link building balanced each other out.

        Results.

        The goal of the project was brand awareness and we built this with an enormous number of highly-relevant people who otherwise may not have known about Paladone. A high percentage of influencers had seen, bought or gifted products from Paladone without realising it.

        Here’s a breakdown of the numbers:

        Total Instagram stories live: 735
        Instagram audience reached: 863k
        Total Instagram audience(s): 3.52m

        Total Instagram posts live: 200+
        Active engagements: 46.5k

        Total blog collaborations: 10
        Blog views reached: 28.2k

        Total influencer collaborations: 249

        Problem.

        Trunki is a popular brand that deserved to have that reflected with their target audience. However, when we began working with them, their visibility on Instagram and YouTube was too low and their was no blog content from clients linking back to the site. 

        Solution.

        We launched a full-scale outreach project across Instagram and YouTube, as well as with bloggers. We focused in on Trunki’s main product (the Trunki itself) to get the ball rolling. Following on from some strong content collaborations with successful influencers and bloggers, we created additional outreach around other products. This also enabled us to build relationships for the circulation of vouchers, news, discounts and promotions.

        Results.

        We saw some incredible numbers from our outreach projects, improving Trunki’s advocacy with their target audience:

        Instagram influencers: 77
        Total Instagram audience reached: 980k
        Total Instagram engagements: 17.5k

        Bloggers: 22
        Total blog views reached: 63k

        YouTube influencers: 6
        Total YouTube views reached: 3.5k

        Total influencers worked with: 142

        Problem.

        Trunki’s site was in need of attention. Traffic to the site had stagnated (especially from organic sources) rankings were dwindling and the brand was relying on paid searches, which was burning up valuable spend for the business. The trouble lay with their content and optimisation – in lots of areas this was lacking and in others there were duplication issues.

        Solution.

        We hit the ground running with content. We created category texts, integrated the blog onto the site (which was previously on a separate domain) and rewrote all the duplicate content to be completely unique. We also reworked a large amount of the keyword mapping to make sure that there was a better response to valuable search terms. As a leading recruitment agency, Cobalt constantly connect with potential employees and recruiting employers alike. However, the Cobalt site’s conversation rate was poor and had the potential to be far stronger. In addition, the site suffered from a low rate of organic users entering the site from any page other than the homepage. The bounce and exit rates (from organic search) were correspondingly high.

        Results.

        The content and optimisation of the site brought it in-line with best practice, improving its structure, size and organisation.

        • Strong organic search listings for product-based terms (luggage, suitcases and backpacks being especially popular) 
        • The monthly traffic is up by 15% year-on-year 
        • Paid search traffic is down 40% year-on-year with much less budget going into this area

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