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.