Specialist footwear retailer DUO Boots turned to ClickThrough to increase non-paid search traffic. After isolating the non-brand keywords that drove conversions, ClickThrough doubled sales by blending Internet marketing techniques.

BRIEF: Boost traffic, improve SEO, increase visibility in search engines
TARGETS: Increase keyword rankings, traffic and sales
OUTCOME: 106% increase in sales from non-brand organic traffic

The Client

Specialist footwear retailer DUO Boots, online since 2004, offers ‘perfect fitting boots’, which fit both the foot and lower leg – a unique product women can struggle to find.

The Challenge

Despite offering a bespoke boots service which was relatively rare elsewhere, duoboots.com was not capturing enough of the natural search traffic generated by female consumers seeking made-to-measure boots. DUO Boots turned to ClickThrough to increase non-paid search traffic, and ultimately, sales.

The Strategy

Working alongside DUO Boots, ClickThrough identified the top keywords that would drive both conversions and traffic. ClickThrough then devised a search engine optimisation strategy to boost natural search visibility for these phrases: Firstly, we created unique site content to target fashion conscious women. Next, an internet marketing campaign using tailored press releases and articles, alongside forum marketing, helped increase DUO Boots’ search visibility for the keywords we knew would bring results.

The Results

Sales from non-brand organic traffic grew by 106%. Of the new target keywords, 168 now rank #1 in Google UK – in total, 220 target keywords rank in the top three organic search positions. Visits to duoboots.com from non-brand organic searches increased by 45% year-on-year, and high traffic relevance pushed down the bounce rate by 20%.

“ClickThrough took time to understand our business. That has paid dividends. Natural search traffic and sales increased this year as a direct result of the strategy they put in place. Where other agencies promise, ClickThrough deliver”.

Gareth Irvine, Online Manager, DUO Boots

Key SEO Campaign Takeaways

  • Increase in non-brand organic search traffic: 106%
  • Increase in traffic volumes: 45%
  • Increase in traffic from top 30 non-brand organic terms: 69%
  • Number of target keywords ranked top three on Google UK: 220
  • Reduction in bounce rate: 20%