Campaign Summary
Within two years we had secured Lillicoco 263% increase in organic search traffic year on year and nearly doubled their revenue from organic traffic. We’ve loved the challenge of working with this fantastic ecommerce company, especially creating the rich and educational long form content that has really showcased and contextualised their fabulous collection of antique and vintage jewellery.
Our relationship with Superb has extended beyond just trying to 'rank better on Google'.
Simon Green, Director, Lillicoco
94%
Increase in Revenue Year-on-Year
263%
Increase in Organic Traffic Year-on-Year
Our relationship with Superb has extended beyond just trying to 'rank better on Google' to also encompass digital advertising, content creation and other marketing activities. They are now one of my most trusted advisors.
Simon Green, Director, Lillicoco
About Lillicoco
Established in 2015, Lillicoco is a ten person strong online business specialising in antique and vintage jewellery based in Bristol. The founders of Lillicoco, Simon Green and Stacey Lillico, had a clear and ambitious vision; to build one of the biggest antique jewellery ecommerce websites in the UK.
The Challenge
When we began working with Lillicoco in February 2018, Lillicoco were relying heavily on sales made through Etsy, something that was hitting their bottom line hard with the commission the platform took.
The company had reached the limits of how far they could push the ecommerce site without professional SEO advice and were on the lookout for a local partner who could help them with a range of digital activity, from content creation, technical SEO, onsite optimisation through to managing their AdWords campaigns.
Fundamental to the Lillicoco business model was the creation of a website that didn’t just sell antique jewellery but also educated people about the origins and history of these pieces. From the Georgian and Victorian eras through to the Art Nouveau and Art Deco periods of the early 20th century, Lillicoco has always sought to position themselves as educators and an authority on the origins of vintage jewellery.
The Implementation
We set about optimising Lillicoco’s existing collections pages, adding additional copy to improve the authority of these pages against competitive transactional keywords. We also got more granular and audited individual product pages, tweaking and optimising any copy that needed it there.
About ten months into the campaign the decision was made by Lillicoco to redesign the website, whilst keeping it on Shopify. Liaising closely with Lillicoco, we contributed to this process, creating new category pages to better segment and silo the ecommerce site in order to further optimise it.
Well researched long form content was going to be as essential to establishing Lillicoco’s online reputation, as SEO acumen was to establish their visibility in the search results. Key to our content plan were a series of long-form era and gemstone guides that we created for a new ‘Lillicoco University’ section we built into the site. We were also pushing this content heavily on Lillicoco’s social media channels, especially Instagram, which delivered a lot of traffic to the site.
From an SEO perspective, all this top-of-the-funnel content perfectly complemented the category and product page optimisation we were conducting from month one, creating relevancy and helping us to push up the overall domain authority of the site and improve rankings across the board.
Complementing the organic SEO and content work, was the paid search marketing activity we were running for Lillicoco. For this we set up Google Shopping to run during high demand periods, carefully optimising their feed, bids as well as identifying negative keywords to maximise revenue.
We’ve also supported Lillicoco’s other digital marketing through the creation of four e-books, which were then promoted via email marketing and as a part of a customer loyalty strategy. This work included extensive design work, photo sourcing and copywriting.
Results
With a 263% year on year increase in their organic search traffic and a near doubling of their revenue from this traffic, it’s safe to say that Lillicoco’s return on their investment with us has been significant.
Outside of the results, though, we’ve established a model partnership with Lillicoco, earning their respect as purveyors of high quality content, expertise and advice. As Simon puts it himself:
“We’ve always appreciated Superb Digital’s upfront approach, their flexibility and the quality of the work they’ve produced for us. Our relationship with Superb has extended beyond just trying to ‘rank better on Google’ though and encompasses digital advertising, content creation and numerous other marketing activities.”