Baby clothing is a highly competitive market. With a high number of large retailers stocking baby and children’s fashion who all have a loyal following plus vast resources for marketing, how do you compete on a low budget? By locating a niche and targeting what the big retailers were ignoring.
The objective for Tilly and Jasper was a simple one, to grow organic traffic and sales to aid their target of increasing their overall monthly revenue. The total jump from their initial monthly revenue to their target was around a 445% increase – definitely a challenge with a small retainer, but not impossible.
Since beginning work on Tilly and Jasper’s SEO, their overall revenue has successfully grown by 475%. Surpassing the original target and driving a huge increase in organic traffic too.
Over the course of our time working on Tilly and Jasper, we have achieved the initial target of increasing monthly revenue whilst ranking highly for a number of key search terms to aid organic sessions and revenue growth too.
A number of niche yet highly searched keywords were improved, which helped grow the site’s organic visibility, leading to a significant increase in traffic and sales for key areas of the site. This allowed us to compete within a market full of large retailers and well known brands, all whilst working on a low scale budget.
The demand for sustainable products has increased in recent years, and none more so than within the clothing industry. Many customers are turning away from fast fashion in favour of more environmentally friendly options. Tilly and Jasper are one such retailer who offer organic baby clothes. This was the key selling point that we honed in on, the niche that we used to side-step the competition from the major retailers.
Content, although a well adopted strategy within SEO, was one that we used strategically. As well as utilising page descriptions to target our chosen keywords, we also factored in the audience type. Creating content that spoke to the customer wanting organic, sustainably sourced items with values and green ethics.
As well as the ethical consumer, we also wanted to ensure our content spoke to parents through the creation of a content hub via the site’s blog. This was conducted by utilising the expertise of a parent within the content team to create relatable articles that allowed us to properly tap into their consumer base.
A number of duplicate URLs and page titles were apparent during the technical inspection which was causing a preventing of the site ranking highly for key terms. There was also a large number of low quality backlinks coming into the site which was harming the domain quality. Resolving these issues allowed us to ‘clean up’ the structure, improve the domain authority and provide Google with a site that was much easier to crawl and index for our targeted search terms.
Tilly and Jasper had a very small number of credible backlinks. To support our optimised site, we carried out strategic link building which focused on gaining coverage on sites that matched with our niche. Not only did we reach out to women’s interest and parenting sites, we also looked towards digital publications producing content that related to organic and eco friendly topics.
A team of experienced digital marketers, who are efficient and flexible in delivering a tailored service for our business. Minimum fuss, good results and a pleasure to work with.
It worked because we didn’t follow the crowd and we didn’t stray from our initial plan. Targeting niche, relevant terms proved to be much more viable in the long run than chasing down the more popular, high search volume keywords that the big hitters were opting for. Even in a market dominated by big names, we were still able to compete and achieve our client’s targets.
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