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DUO Boots Increase Sales by 106 Percent Through Non-Brand Organic Search Traffic

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 by on and off line internet marketing techniques.

The Challenge: Capturing More Natural Search Traffic

DUO Boots Increase Sales Through Non-Brand Organic Search TrafficDUO Boots, online since 2004, offer ‘perfect fitting boots‘ that fit both the foot and lower leg, which women can struggle to find. However, duoboots.com was not capturing enough of the natural search traffic generated by female consumers seeking made to measure boots.

The Strategy: Tailored Content, Online PR and Forum Marketing

Working alongside DUO Boots, ClickThrough identified the top keywords that would drive both conversions and traffic. ClickThrough then devised a strategy to boost natural search visibility for these key phrases. Firstly, ClickThrough created unique onsite 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 phrases identified.

The Results: Organic Search Traffic Doubled

Sales from non-brand organic search grew by +106%. Of the target keywords, 168* now rank #1 in Google UK. 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

  • A blend of onsite content and offsite internet marketing techniques saw sales from non-brand organic search double to +106% and traffic volume increase by 45% Y/Y.
  • Compared to last year, traffic from top 30 non-brand organic terms up by 69%
  • 220 target keywords now rank in the top 3 organic search positions in Google UK.
    Bounce rate (% visitors leaving immediately) reduced by -20%.