Campaign Summary

After being given poor advice from a previous SEO agency that led to a drop in search rankings, fashion retailer, Compton House of Fashion was understandably dubious about taking on another agency to help generate more web traffic. After struggling with poor Google rankings for a number of years, however, founder and managing director, Piers Edwards, decided to once again engage an SEO agency and approached Superb Digital in December 2017. The rest, as they say, is history.

Superb Digital have been of inestimable help to my site.

Piers Blakeney-Edwards, Director

102%

Increase in Organic Search Traffic

50%

Increase in Conversion Rate from Organic Traffic

182%

Increase in Enquiries & Sales from Organic Traffic

Superb Digital have been of inestimable help to my site. We were languishing in poor rankings & getting clients by reputation alone.

Piers Blakeney-Edwards, Director, Compton House of Fashion

Compton House of Fashion website in a tablet

About Compton House of Fashion

Founded in 1992 by Piers Edwards, Compton House of Fashion is a 16 strong family business that supplies high end wedding fashion and accessories aimed specifically at mothers of the bride, as well as other special occasion wear. Despite not being a strict ecommerce business, the company has always relied on its online presence to generate enquiries and establish its brand against fierce competition from established brands like John Lewis, Debenhams and Next.

The Challenge

With poor performance in rankings across various important keywords for four years, the lack of web traffic was really impinging on Compton House of Fashion. The chief concern for the business was delivering cost efficiency, whilst having access to genuine SEO expertise, in order to turn around their web fortunes.

The space Compton House of Fashion occupies is incredibly competitive and the search volumes around their primary keywords are significant. Search queries such as “mother of the bride dresses” regularly receive over 90,000 searches per month and the first page of Google was dominated by well known high street brands.

What was needed was a clear solution and the ability to implement it quickly and start seeing results.

Mob blog
Growth

The Implementation

Compton House of Fashion’s website needed a lot of onsite optimisation work to help it start ranking higher. After a number of technical fixes, we set about adapting and optimising the site architecture by introducing content silos based around their core product categories. This would be a huge boost when it came to producing new content for the site, but also in how we arranged the existing content, which we planned on optimising.

The primary problem thrown up by the audit and competitor research, was a mismatch of intent with the homepage ranking, albeit poorly, for many purchase intent search queries. In contrast, many of CHoF’s competition had specific product-focused landing pages ranking for these terms. This is a common problem that we see all the time here at Superb Digital.

To fix this we needed to de-optimise the Compton House of Fashion homepage and redesign and optimise the site’s product-focused pages, such as the main product category pages, to better fit the user intent of the target keywords. We expanded the products and information displayed, created more copy, including a guide to dress size, colour and choosing a style, as well as an extensive FAQ.

Compton’s blog formed a central part of our content strategy and since beginning work in late 2017, we have created numerous articles, rich in images and useful information. We also conducted a sustained link building campaign, helping to boost these blogs, key product pages, and the site’s overall authority.

Rankings are one thing but click-through rate is another. By creating a program of gaining reviews from customers and displaying this feedback to website visitors, the site now has hundreds of hugely positive reviews on its site, helping to improve trust in their brand and boost conversion rates. Using Schema markup, we were also able to show these review stars in the search engine results pages.

Results

The results we’ve achieved in the two years we’ve been working for Compton House of Fashion speak for themselves, with a 102% increase in organic traffic year on year and a 182% year on year increase in enquiries and sales from that traffic. What’s more, we’ve boosted their conversion rate by 50%, in no small part to our focus on gaining reviews and displaying them in the search results with Schema markup.

As Piers has freely admitted to us, if it hadn’t been for the work of Superb Digital, website rankings wouldn’t be anywhere near where they are today and as a result, they’d be in dire trouble with revenue greatly down.

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