SEO
Clothing & Ecommerce
Medium
Australia
About Bespoke Baby
Established in 2015, Australian eCommerce store Bespoke Baby, offers premium baby gifts, nappy cakes, baby toys, essential Mum and newborn baby items. Priding themselves on curating stylish and thoughtful gift boxes, baby hampers and fun nappy cakes, Bespoke Baby has evolved into one of Australia’s leading online retailers for unique baby gifts.
Challenges
Reaching out to Online Marketing Gurus in March 2020, Bespoke Baby wanted to get in front of shoppers with improved Google rankings and visibility. As such, our Gurus implemented an evidence-based SEO and content marketing strategy with our client’s business goals in mind to skyrocket their success.
- Looking to differentiate themselves in the competitive online baby product market
- Low search engine visibility for core product pages
- Had an array of low hanging fruit opportunities
- Unorganised site structure impacting rankings and user experience
Our Approach
SEO success begins with a deep understanding of a client’s website, competitors, and industry. That’s why when Bespoke Baby partnered with OMG, we got to work right away with conducting a Digital Audit, leaving no stone unturned. The Gurus uncovered the low hanging fruit (quick wins), along with all the technical and on-page SEO elements to catalyse sustainable growth. We then created an SEO strategy to take their online presence a leap ahead of their rivals.
- Technical SEO to optimise a high-potential, high-value categories and products
- On-page SEO and content to accelerate rankings, targeted traffic, user experience, and more organic conversions
- Data-driven market and keyword research to unearth the most useful and profitable short to longtail keyword opportunities and gaps
Strategy & Execution
Crawl before you can climb
Through our initial website technical crawl and digital audit, our SEO Gurus discovered several actionable ways to make the Bespoke Baby online store perform better so our marketing efforts could soar. This included optimising their GMB, addressing 200 and 404 errors and updating missing meta descriptions, improving site speed, and optimising pages with “thin content”.
Google uses hundreds of signals and factors to determine a website’s rankings and authority. So rectifying these important onsite actions early allowed us to hit the ground running and position the eCommerce website for fast growth.
Capitalising on categories
As a team, we evaluated Bespoke Baby’s products on an individual page level – but also on a macro level. The Gurus developed a category expansion strategy to synthesize user experiences which would lead to more conversions and revenue. We also uncovered new opportunities which would capitalise on seasonal search trends.
Our Gurus then provided strategic advice around which category pages to launch and a roll-out plan, how to feature more premium products, and optimising conversion paths. Within 12 months, we’re already seeing a 5000% increase in monthly organic revenue.
Conquering with content creation
High-quality content is a crucial ranking factor for a page. Early on, we noticed a key growth opportunity in Bespoke Baby’s category and product pages – several of which featured thin content which lacked important keywords. Furthermore, based on the initial site architecture, the set up important “baby clothes” pages were resulting in keyword cannibalization.
That’s why concentrating our strategy on the SEO content front was one of our next big goals. We restructured the site to have category pages and relaunched new subcategory pages. We also implemented internal linking optimisation from category service pages to their products, optimised metadata, and crafted a new sitemap.
The endgame? More qualified traffic reaching the site and converting into customers.
Skyrocketing non-branded search
To drive Bespoke Baby’s sustainable organic growth, we mapped out non-branded keyword opportunities and gaps. One of those goals was to increase product-related searches, which would open the floodgates for new ready-to-buy customers.
We focused on individual product page optimisation from creating unique product descriptions, answering FAQs, and implementing schema. We then built out relevant blog content on a monthly schedule which would increase our client’s expertise, authority and trustworthiness. Next up, tactical product link building to very niche-specific products helped us to climb up the search engine results pages for competitive terms.
Outcomes
From our consistent efforts, they’re already starting to rank for 283% more keywords. Currently, Bespoke Baby is sitting on page 1 for 200+ competitive profitable terms — such as ‘nappy cake’, ‘baby gifts online’, ‘unique baby gift’ and ‘nursery wall art’.
We also achieved the following:
Organic results within 6 months
- Increased Organic Visits by 191% MoM
- Increased Organic Conversions by 249% MoM
- Increased Organic Revenue by 266% MoM
- Increased Total Site Revenue by 241% MoM
Priority keyword wins since March 2020
- P1 for ‘girl nappy cakes’ – from P16
- P1 for ‘amazing nappy cakes’ – from P18
- P1 for ‘baby boy nappy cakes’ – from P22
- P1 for ‘nappy cakes for girl’ – from P37
- Top 3 keywords increased by 4200% (from 1 to 43)
- Top 4-10 keywords increased by 1940% (from 5 to 102)
GMB results since the start of the campaign
- Website clicks – increased by 1,783% YoY
- Website total views – increased by 1,521% YoY
- Domain rating – increased from 0 to 8 (100%)
