Autumn 2014 and Love Sales were looking at ways to boost signups to their online shopping price alert service and had previously relied on PPC campaigns to drive a majority of their conversions. Restrictions had recently been placed on bidding for their converting brand terms thereby restricting their ability to gain new customers. Love Sales turned to an SEO led approach for their primary method of driving traffic and chose Harvest Digital to deliver visitors from a highly competitive fashion retail vertical.
After extensive keyword research Harvest Digital discovered a number of converting seasonal patterns which aligned perfectly with the Love Sales business model. During the run-up to forthcoming sale events in the retail calendar these predictable patterns are hugely popular search terms but were largely under-utilised in the UK search landscape. Harvest created a small test campaign targeting August Bank Holiday sales for a handful number of retailers, this resulted in trumping the actual retailers to the number one position in the SERPS for Bank Holiday sales related phrases. Using data from this proof of concept model Harvest Digital proceeded to scale up the campaign targeting Black Friday, Cyber Monday, Christmas, Boxing Day and New Year’s sales events by generating optimised content during the run-up period.
• Love Sales held over 1100 top ten positions in the SERPs for Black Friday related search terms for over 200 UK high street retailers, typically outranking the retailers own campaigns.
• The Black Friday 2014 period generated over 15,000 unique signups.
• The phrase ‘Black Friday’ had only entered the mainstream UK lexicon in 2013, by foreseeing this demand based on mature US trends and seizing the opportunity to become the authority on the event proved to be Love Sales most successful and cost effective campaign in their history.
• To date SEO has been responsible for over 60,000 conversion events.