Yappy

Objective

The brand was lagging significantly behind its competitors from an SEO standpoint, with multiple opportunities lost through on-page optimisation, a lack of meta, and multiple no-index and crawl issues.

We set out to optimise the brand’s on-page content to target keyword opportunities, implement meta, correct no-index issues, and improve the number of new visitors to Yappy’s website to lower customer acquisition costs via paid advertising.

So it was all hands on deck for House Digital’s Paid & SEO teams to achieve some fantastic results for this gifting re-tail-er!

What We Did

From a Tech SEO perspective, our first stop was to conduct thorough tech crawls and a GSC audit to develop a Tech SEO roadmap. Projects included developing a canonical tag strategy to address duplicate content, fixing hreflang and no-index issues, and reviewing and developing a schema implementation strategy.

Our next port of call was to optimise on-page content to encourage better rankings for keyword opportunities and to gain rich snippets. We developed a keyword strategy and optimisation plan to inform our on-page content and metadata creation. In addition, we conducted a large-scale rollout of 1000s of breed categories. This targeted approach resulted in 260 new page 1 keyword rankings and secured the brand position 1 for high search volume keywords ‘personalised dog gifts’ & ‘dog birthday presents’.

Identifying link building prospects was also key to achieving our objectives. We conducted a thorough internal linking review to pursue and fix broken links and secured new links through forums and directories.

We knew that for Paid, a multichannel approach was key. With this in mind, we introduced a robust multichannel strategy across Meta, Google Search, Shopping, YouTube, and Performance Max. We focused on introducing new audiences at the brand awareness level and segmented remarketing at consideration and conversion level.

Furthermore, we ensured that relevant and on-trend creative was being pushed to these new users across the various channels. This saw us achieve a +223% increase in engagement rate across Yappy Meta ads and a +£110k increase in ad budget per quarter!