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CAMPAIGN HIGHLIGHTS
- Increased organic traffic by 3.3 million visitors in year 1
- Increased revenue from organic (SEO) traffic by 33%.
- Ranked 1st for “Going Out Dresses” with over 33k of searches per month on average.
- Increased online visibility by 6x
BACKGROUND
Oh Polly is a global online retailer with a focus on womens fashion. Iconic styles make Oh Polly an easy brand to spot. The business has offices in Glasgow, Liverpool, Los Angeles, Dhaka, and Guangzhou and employs more that 1,500 people around the world. With more than 5.8 million followers online, Oh Polly has a great social presence and asked Red Cow Media to help improve their visibility on Google using the latest strategies in SEO.
THE BRIEF
Oh Polly already had a massive share of the women’s fashion market but Google Ads, Paid Social and other marketing channels are very costly. Oh Polly needed more presence online via organic Google rankings. With giant competitors such as ASOS, Pretty Little Thing and Boohoo, we created a strategy based on our bespoke competitor analysis.
We began with a focus on core pages such as “Going Out Dresses” and initial optimisations saw great success with dozens of page 1 rankings, however we needed more of our technical technique to move in top 3 positions, where much larger traffic volumes are generated.
Oh Polly also asked Red Cow Media to identify conversion rate issues. We audited the website and worked with web developers to improve website speed, accessibility and other technical techniques to see the conversion rate improve.
The Results
As you can see from Search Metrics graph (a third party tool used to score overall organic visibility) we began our work in March 2022 with a score of 2,432, in June we began to see an uplift in traffic and by November we’d double their online visibility to 5,189. Fast forward to April 2024, their online visibility is 13,301 with hundreds of top position keywords offering millions of additional users.
In only one year their organic traffic increased by 3.3 million visitors and sales from organic (SEO) traffic had increased 33%.
Below are just a few of the priority keywords that we improved performance on. We helped to improve performance on their core collection pages, and also created new collections to target users looking for specific styles.
An example of one of the keywords we have improved substantially is ‘going out dresses’, this keyword receives an average of 33,100 searches per month, almost 400,000 searches per year. We have got this keyword to position 1 ranking above the likes of QUIZ, Pretty Little Thing and Boohoo. The more keywords that rank well, the more the website’s visibility goes up and in turn the more the traffic and sales increase. We’ve replicated this success on a vast range of other category pages.
The Work
- Successfully internationalised the brand to the USA, UAE and Australia
- Audited the website from an SEO and UX perspective to improve the traffic and conversion rate.
- Technical SEO
- Content Optimisation
- Brand and Product expansive using trend research
- Improved overall online authority to compete with global competitors
Our focus isn’t just on improving rankings, but improving rankings for keywords that are relevant and therefore will have a good conversion rate from people landing on the page. The proof of this is in the fact that organic traffic increased 29% year on year but sales increased 33%, the equivalent of £5 million over the course of the year meaning there was not only more traffic but more relevant traffic.
Get in touch with the team that works with Oh Polly and many more ecommerce and lead generation brands here. We offer an honest analytic of websites and can give you a visibility score to give you an idea of your current position online.
