CASE STUDY OVERVIEW
SCOTTS MIRACLE GRO
SEO SERVICE PROJECT
Scotts Miracle Gro saw a 60% organic traffic increase after working with Crescat Digital marketing.
An exciting project that came to us at a time when Scotts Miracle Gro were launching a new website. They wanted to increase the visibility of the new site by implementing a stronger SEO campaign to drive organic growth, and customer conversions.
THE CLIENT BRIEF
The Scotts Company (UK) are the leading supplier of gardening products in the western world. They own household brands such as Miracle Gro, Evergreen, Weedol, Levington, Tomorite and more.
They are an industry leader and need a high standard of digital marketing in order to stay there.
We conducted a full-scale audit of their SEO transitioning from their old website to new and found a large number of technical issues that could have been the cause.
THE STRATEGY
Full-Scale Audit
This was an extremely in-depth audit of the website which took a great deal of time and effort to unearth every possible flaw that could be causing a drop in rank. Once our audit was complete we had a large to-do list to get to work on over the coming months.
404 Clean-Up & Indexing
The most common issue when launching a new website is losing authority through old pages that are not correctly redirected to the new website. We had a high number of 404s to deal with in the beginning that would be a great benefit in the long run.
Next up was making sure the right pages were indexed and more importantly the wrong pages were not. Once this was done search engines would perceive the website as one with greater quality content.
Content Creation & Outreach
In a competitive industry such as home and garden, we needed to produce outstanding content to beat our competitors and attract links from the authoritative websites we needed.
In the case of lovethegarden.com we produced a series of infographics, quizzes and other interactive content to grab both consumer and publisher attention. Our campaigns produced hundreds of new backlinks.
WHY THEY CHOSE CRESCAT DIGITAL
Scotts approached in late 2015 having recently launched a new website. Since the launch of their site their organic visibility was -25% YOY and not returning to what it was despite having their new website.
Crescat Digital were consulted and hired to work on the Lovethegarden.com website, which is a crucial platform for our inbound sales and information online. From the first month they started, the volume of work they produced was staggering, not to mention the quality versus our previous agency. The visibility increase after one year was not something we thought was possible, from both an organic and paid advertising perspective. Crescat Digital are now a crucial part of the team here and we are already planning the next stage growth in the UK market.
GROWTH RESULTS
After our campaigns with Scotts we managed an increase of 60% YOY in organic traffic that came from 65 target keywords on the first page of search results in the top 5. This lead to a record year for the website for both organic and overall traffic.
62% increase in organic traffic YOY
120% increase YOY in newsletter subscribers
65 target search terms moved into top 5 positions
One of the main business goals for lovethegarden.com is to get newsletter subscribers so Scotts can keep consumers and trade customers alike up to date with the garden brands. We delivered 120% increase YOY. We are looking forward to improving on these results with Scotts in the future.
