DATA-LED KEYWORD RESEARCH LEADS TO BIG RESULTS

Since March 2018, LUSSO and Acquiro Digital have worked together on a granular SEO strategy which has gained incredible results for the retailer. LUSSO are a luxury bathroom retailer that has built an incredible online presence for their stone baths, basins and bathroom hardware. For our SEO strategy, PR and brand awareness was a key element. Our aim was to make LUSSO synonymous with luxury and help the company expand into further markets and gain a more high-end customer demographic.

OBJECTIVES

We were approached by LUSSO after their previous company had told them they’d ‘hit the ceiling’ and there was no more growth available online. We obviously took that as a challenge and set about finding the growth which was apparently non-existent. 

OBJECTIVES

We were approached by I Love Wallpaper with one simple objective: to improve SERP visibility for a number of broad keywords – this in turn driving organic revenue from their most popular products. The budget was a monthly retainer value of £1500.

RESULTS

We quickly realised that while the site was doing well for a set of narrow keywords, there was a lot more scope in some broader terms. These proved to be not only achievable but very lucrative.

LUSSO – REVENUE

INCREASE IN ORGANIC REVENUE

LUSSO – Sessions

INCREASE IN ORGANIC SESSIONS

LUSSO – Conv Rate

ORGANIC CONVERSION RATE INCREASE

LUSSO – TRANSACTIONS

INCREASE IN ORGANIC TRANSACTIONS

LUSSO – RANKING

RANKING FOR STONE BATHS

One year after signing up with Acquiro Digital, LUSSO were included in the Fast Track 100 – The Sunday Times list of the UK’s 100 fastest growing companies.

HOW WE DID IT

One element of the strategy was to target specific keywords that would primarily drive revenue as well as traffic. Search terms were chosen based on their conversion rate and CTR, with search volumes being the second factor when selecting terms to target.

Once keywords had been chosen, we produced highly relevant content which focused on these keywords. This was implemented across key areas of the site. When crafting the content, intent was a key consideration of all the copy which was created. 

Local press coverage was gained as well as features in national publications to improve the brand awareness of LUSSO and their products, linking the retailer to pieces related to luxury interior designs and showcasing their knowledge and expertise on luxurious bathroom design.

From this work, LUSSO has secured large scale commercial projects from luxurious hotels across the globe, including Claridges, London. The increase in demand from the high-end customers demographic led to LUSSO approaching us in January 2019 to create a new sales brochure that would appeal to their high-end customers. After looking at competing brochures in the sector, we decided that a simple catalogue-style brochure wasn’t enough to convey the nature of the brand. We decided to create a product that seamlessly fits in with the LUSSO collection, while also acting as an effective sales tool for both on and offline sales. The LUSSO Luxury Living Book was completed and launched in Winter 2019.

SOMETHING TO SHOUT ABOUT…

Our PR campaigns have picked up by a number of media outlets, and we continue to gain coverage for LUSSO and their products.

We’ve proven that, with the correct keyword targeting in place, we can always find some space to grow. We often see websites focus too much on a set group of keywords, or make false assumptions about how people search. Our data-led approach to keyword research is a vital tool in our arsenal, and more often than not, it allows us to spot opportunities that have been overlooked by other agencies.

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