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Despite being a household staple for 100 years and having an enviable online profile, Bonds undertook a significant overhaul of its digital strategy in early 2015 which saw a major relaunch of its website.
It sought a partner that had the experience to audit the new sites from a technical SEO perspective and also build out a road map to help them achieve some fairly audacious stretch targets.
The company engaged Bonfire to develop and manage their SEO strategy as part of a significant group-wide digital push. Put simply they wanted us to deliver the following:
A detailed data-driven approach combined with comprehensive content and link acquisition strategies were the essence behind the Bonds SEO success. The SEO activities have delivered a significant increase in revenue and website traffic over the period.
|63% increase in revenue and transactions from organic search|
|43% increase in website traffic|
|14% increase in search conversion rate|
Results as at 8th August 2016
These results alone are very impressive. But when you consider they were achieved in tough economic and retail conditions, and at a time when eCommerce competition is at a record high, the SEO results delivered by Bonfire for Bonds are really quite remarkable.
Embarking on an extensive research and analysis phase was our first step. During this stage, we identified search behavioural trends related to the Bonds product range. The key was to recognise activity and trends that suggest strong purchase intent and that influences the pivotal parts of the buying cycle. Once these areas we’re identified, they were cross-referenced with competitive data to refine the focus on opportunities that combine the best scope for improved placement and user engagement.
Equipped with a clear picture of the Google organic opportunity and SEO objectives, the team set about developing a road map to deliver the organic growth needed to deliver on Bond’s digital stretch goals.
The key first step in the SEO plan was completing a thorough review of the Bonds website both from a technical and content perspective. Given the size of the website, the team embarked on a significant code and content optimisation process. The challenge was to ensure content coverage and placement was adequate enough to seed the SEO plan without it compromising user experience and aesthetic requirements. The technical audit also analysed key elements like load speeds, XML sitemaps, data structuring, server settings and schema mark up. Getting these to industry leading levels is the key to delivering organic search dominance.
Designed to dovetail in with other internal content and communication strategies, our link acquisition approach successfully broadened the depth of the website’s inbound link profile through content, promotion and brand mention based opportunities. Bridging offline with online, there was also a detailed approach to optimising Google Maps for the wide network of Bonds retail outlets, further bolstering their local SEO exposure.
Extensive analysis and reporting was undertaken to quantify the campaign performance and create an on-going improvement loop.
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We were obviously impressed with Bonfire’s capability and approach, and are looking forward to working with them to take our SEO program to even greater heights going forward
Ryan Wilson Digital Marketing Manager, Pacific Brands
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