Our SEO Strategy

The first step was to implement on-page optimisations across their site, starting with product page and category page optimisations Optimising these pages for better search engine visibility would allow users searching for general clothing or accessory categories to see Superdry’s landing pages much higher on the SERP, which will almost always lead to an increase in conversion volume.

We also conducted a technical SEO audit and began to implement search engine optimised meta data for each page on the site. This would help us get more keywords ranking and increase our search engine visibility.

As part of our omnichannel brand awareness strategy, we also focused on brand repositioning through social media marketing, handling the production of creatives for their paid social campaigns, as well as the management of their organic social media channels.

Our PPC Strategy

We launched and monitored several high-performing Google Shopping PPC campaigns for Superdry which saw us managing their PPC budget entirely, as well as building their keyword campaigns and improving on existing campaigns, optimising budget and audience targeting where necessary.

Superdry had worked with various PPC agencies over the years and they let us know the results of their campaigns were mixed and inconsistent, at best. We formulated a structured, formulaic and measurable approach that would allow the client to monitor their campaign results through weekly performance reviews and frequent budget optimisations.

Our approach was to build out both branded keyword campaigns and broad match campaigns for specific product categories, based on Superdry’s brand and product information, in order to target relevant audiences with quality ads. We also optimised the landing pages for each of the products we were promoting in order to increase conversions. We used Google Analytics to track traffic sources, conversion rate, bounce rate and average session duration as well as sales figures.

We managed all aspects of the campaign including budget allocation, ad copy creation and setup (including creating new ads where necessary), keyword bids and audience targeting optimisation. We used AdWords Editor to edit keywords lists and set daily budgets based on their allocated budget each day – making sure that there were no days where they spent too much money or too little money compared with what they had allocated.

Our SEO Strategy

In the case of Kurt Geiger, our primary focus was to position ourselves as an extension of their in-house marketing team, writing SEO optimised blogs and completing regular competitor analysis pieces to highlight opportunities for on page content optimisations in accordance with industry trends. Keeping our finger on the pulse of their performance data was crucial, due to the stiff competition for market share in the fashion retail industry. We provided them weekly reports that closely monitored SEO activity for success and opportunity for improvement.

As part of our monthly SEO housekeeping, we ensured that all metadata on site followed best practice as is relevant to the on page content and target keywords were incorporated. We frequently reviewed backlinks for any suspicious activity or links that could be harming their reputation or rankings. Our technical SEO team disavowed questionable links and wrote new ones for them using our proprietary link building process.

We endeavoured to increase their store reputation by implementing a sophisticated category lead outreach strategy. In the past, they had worked with agencies who used a more traditional approach to managing their online reputation but they were not getting the results they wanted. Our PPC management team developed an advanced campaign that involved increasing engagement with customers through social media, building a community of loyal customers, and engaging with those customers in real-time.

Our PPC Strategy

Following a review of their account in our initial audit, it was clear that a partial restructure of their PPC account was necessary, in order for us to manage and optimise their large number of campaigns in a simpler way.

We studied the data in the account and performed a thorough audit of the current structure and strategy. This included refining their audience targeting, reviewing their ad copy and creating multiple iterations of search ads using assets provided by Kurt Geiger. We then closely monitored the results to ensure that we were achieving the best possible ROI for them, scaling spend for high performing campaigns and reallocating the budget for those that were underperforming.