Driving a +34,000 Traffic Surge Through Full Funnel Strategy for an Orthopaedic Footwear Brand

Challenge

Simply Feet, an online store specialising in orthopaedic footwear, came to us for assistance with brand awareness and increasing conversions.

Simply Feet’s main challenge was that many sites sell shoes, and several of their direct competitors sell foot care and health products as well as just footwear. This led to challenges in capturing the right audience - so, a strategy to target both top and bottom funnel searchers was devised.

Here’s how we did it…

Solution

Due to the specialist area Simply Feet is positioned in, there were a number of keywords at the team’s disposal, and a lot of potential scope for positive results.

Firstly, the team focused on several ‘bottom of funnel’ keywords to ensure a high-intent audience could be directed to the site.

These bottom funnel key words were split into three rough categories: Medical terms (‘Arch support shoes’, ‘orthopaedic shoes’), gender terms (‘womens orthopaedic shoes’, ‘men's orthopaedic trainers’) and shoe type keywords, (‘Orthopedic sandals’, ‘Orthopaedic trainers’, ‘wide feet shoes’).

This optimisation was achieved by rebuilding the content structure on the product pages, highlighting each of the items' specific features and USP. It wasn’t a complicated layout, but highly effective at relaying all the necessary information.

It also showcased other related products to improve user experience and increase the number of internal links within the site. Also, in the product descriptions, we linked to any relevant blog posts that discussed a problem the shoe solved or a condition the shoe was designed for. The aim was to increase the authority of the site, and the users' trust in Simply Feet’s expertise.

The blog was the second crucial part of the SEO approach. It was utilised to bring top of funnel traffic to the site, most of whom were looking for informational content regarding an ailment or advice.

The aim was to not only draw target customers to the website, but also to reinforce Simply Feet as industry leaders and experts in their field. Our team took the blog from next to nothing to over 35 editions of high-quality informational content.

Results

The blog was incredibly successful and drove thousands of top funnel users to Simply Feet’s site. The blog as a whole currently sits at over 21,000 clicks, and one blog, ‘How to stop shoes from rubbing’, had 3,000 clicks in three months. This is huge for their brand and consumer awareness.

The website’s overall organic visibility saw a huge jump, with over 1,000 keywords moving into the top 10 positions in the SERPs.

The site built such high authority with the search engines due to the huge increase of visitors and clicks, that it even began to rank above the brands Simply Feet were selling!

Overall, the client was so impressed with the campaign that they asked us to take on their B2B site as well - a true testament to the trust they held in our strategy and approach.