Zebrano
Background
Established e trader in the garden furniture market under a different brand. The company wanted to offer a new product range which moved away from their previous traditional range into a much more contemporary offering. The new range was not only new to the company but also to market itself. Independent small company with a network of contacts both in the Far East where the product was manufactured but also in UK distribution. This meant that everything was in place apart from a route to market.
Challenges
The challenge was how could we introduce this new contemporary product range to the existing traditional customer base. It was decided that we would design an entirely new brand. The challenge then became creating a new perfect customer avatar so that we could research and understand where the new customer moved online. A new website was needed and most importantly in the e commerce world, we needed to find the right keywords to match our new customers to the product range.
Process
As always our process is led by data. We use software such as Semrush and ahref to analyse traffic for keywords and phrases. Crucial in this process is establishing search intent. We need to be sure that the intent of any given customer’s search query matches our products otherwise we risk high bounce rates and ultimately poor sales. So even if we did reach the top of the search engine results we may not make any sales! Having established the correct keywords to target we built the new site.
We built the site with technical onpage SEO in mind, so made sure Site Structure, Crawlability, Internal linking, External linking, Site Speed, Site Security, Duplicate Content, Indexability, Redirects, Schema etc etc, were all in place and targeting the correct key phrases.
Outcomes
In the first year after launching the new brand and website, online traffic, along with sales took off. The website was awarded a commendation at the Online Retail Awards and then the next year went on to win the Online Retail Awards. With blue chip competition like John Lewis and Marks and Spencer this was quite an achievement. We continued to build high quality inbound links using our Google safe, outreach methods and this in turn build authority to the site. Zebrano went on to dominate their marketplace online and ranked number 1 on Google year after year until being bought out by a competitor.
Client Testimonials
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