SOCKSHOP
SOCKSHOP create socks that make a difference, making it their mission to inject colour and life into the unsung heroes of the wardrobe. Boasting a wide range of everyday essentials, luxurious loungewear, fun novelty gifts and over 90 designer brands, SOCKSHOP.CO.UK is their biggest store to date.
Background
SOCKSHOP’s existing strategy was heavily dependent on costly Paid channels like Google Search. Their Organic presence had been neglected, resulting in a channel mix that was less than ideal. SOCKSHOP’s highest channel of acquisition was Paid Advertising, which was driving up their CPA. Paid Search was well and truly living up to its reputation as a high CPC channel. Ultimately, SOCKSHOP were paying a premium for customer acquisition.
To unlock SOCKSHOP’s full potential, we needed to achieve an optimal channel mix. Establishing a strong organic presence was essential to reducing their reliance on Paid channels. As 75% of people never scroll past the first page of Google search results, SOCKSHOP’s category pages needed to be ranking as highly as possible. This called for an all encompassing organic strategy, including boosting keyword rankings, improving their backlink profile, and raising overall brand awareness.
Background
At House Digital, we firmly believe that you’re only as good as your strategy. So as always, we started with thorough keyword research to identify what keywords we would be targeting. Informed by our research, we created a robust keyword strategy, which included all of SOCKSHOP’s category pages.
On a monthly basis, we selected 10 priority category pages. Each page was optimised according to our keyword strategy, with refreshed meta and internal links implemented throughout the website. We were careful to ensure that each category page was targeting a different keyword, this guaranteed that none of the pages compete against each other for the same keyword and had a fair chance to rank organically.
To strengthen SOCKSHOP’s backlink profile in comparison to competitor brands, we performed an in-depth competitor link analysis to locate potential link building opportunities. Our link building strategy involved multiple tactics, from digital PR and link reclamation to forum and directory backlinking. We achieved huge successes in placing links on high DA websites, always aiming for 30 and above – even securing a mention on a local radio show!
Another vital component of our organic strategy was Influencer marketing. Over 6 months, we launched 4 creative campaigns to showcase SOCKSHOP’s vibrant and versatile products. By keeping our campaign briefs in line with SOCKSHOP’s fun and adventurous tone of voice, all content created by the Influencers was authentic and true to the brand. We liaised with and built solid relationships with authoritative figures in the world of lifestyle, fitness and health influencing to raise both SOCKSHOP’s brand awareness and social media sessions.
What We Achieved
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179Position 1 ranking keywords
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312Keywords moved to page 1
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356Keywords moved to page 2
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210Links achieved
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3.5%Increase in domain authority
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8%Increase in serp impressions
Client Testimonial
Since July 2018, House Digital have worked hard with Arriva Click to grow our presence. By implementing a strong multi-channel Paid Advertising and Social Media strategy, we’ve been able to really connect with our audiences and build a community of regular Arriva Click users. Thanks to their ongoing support, the Arriva Click app has gone from strength to strength. From organising asset days to successfully launching two new locations, House Digital are an invaluable addition to our team.
The House Digital team have been a huge support to us over the years. They’ve really gotten under the skin of the business and have become a true extension of the team. They’ve not only helped us to understand who are digital customers are, but have also uncovered untapped opportunities for us in a competitive digital space. House Digital consistently guide us towards the most appropriate channels to reach our customers and our business objectives.
House Digital have really helped Bürkert as a brand. As we are situated within a very competitive industry, HD have really helped us to stand out from the crowd. From high quality content and other SEO services to a strong Paid Advertising strategy, they’ve really helped us to stand out in a competitive market. Through compelling ads and a robust bidding strategy, the Paid Advertising work alone has made all of the difference to our business, particularly during challenging times.
House Digital have shown a great passion for digital marketing and have truly embraced The Global Classroom as their own. Helping us develop and grow our online presence, the team’s expert knowledge has enabled us to reach millions of relevant people across the globe and largely contributed to making each event a success.
Working with House Digital has been a joy! For the first time in my 25 years of working in the digital industry I’ve finally found a team that utterly understand the data world and paid search / social marketplace. Understanding the way all this works is one aspect that House have excelled in but also the results they are getting for our clients is really as good as it can get. It’s a happy union between our two agencies!
House Digital were able to interpret our requirements and develop a turnkey website solution that would enable us to channel customers to Monomer. This has freed up time for us to concentrate on the bespoke aspects of our sister company, Martin’s Rubber.
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