CASE STUDY OVERVIEW
TWO BARE FEET
SEO & PPC PROJECT
Two Bare Feet are one of the largest independent watersports and boardsports online retailers in the UK. Established in 1994, it has a great history of providing great quality good to the UK market.
THE CLIENT BRIEF
Our first discussions with Two Bare Feet began in 2018. They were experiencing their best year to date but were concerned that their rankings in their core markets were in decline, and they were not sure what to do about it.
The website had grown to a substantial size, with many product categories and a lot of product movement with discontinued products, new stock, sales etc. This created a lot of problems from a technical SEO perspective but also lost a lot of link authority through broken backlinks over the years.
Our challenge was to stop the ranking decline and turn the momentum around to getting more visibility than ever before. We also need to look at the structure and performance of the paid advertising. This was performing well, however, it was not reaching its full potential.
THE STRATEGY
Research Phase
Our core focus was the summer months with key categories in the paddleboarding industry. We had to look closely at the search market to understand content gaps, backlink profile differences, and the scale of technical SEO work required to achieve the quality we were aiming for.
Implementation Phase
There was a lot of work to do. The website had little to no on-page content or internal links outside of the main menu, so we set about creating content across all key categories of the site. This was alongside full-scale metadata revamp, broken page redirection, link reclamation and other technical SEO work determined in the research phase. We also restructured the Google Ads account for a more expansive approach to longtail eCommerce terms.
Growth Phase
It took a lot of work over a period of 6 months, plus some gradual indexation time, but our keyword ranking between 1-5 on core terms grew exponentially. We wanted to double down on this, creating a blog for the first time on this website, which provided a platform to gain natural links whilst supporting key pages with a growing internal link structure. Further to this, we improved cost per sale on ads with intensive keyword mining and ad copy testing.
WHY THEY CHOSE CRESCAT DIGITAL
Two Bare Feet chose Crescat Digital because we had previously done great work for British Marine and the Royal Yachting Association. We understood their product range and company ethos and provided a clear tangible strategy that could be easily digested. It has been a pleasure working with them to date.
Before working with Crescat Digital we were struggling with a drop in rank in search engines, and they helped us get back on track. We're really pleased with the quality of their work.
GROWTH RESULTS
After working with Two Bare Feet for two years, they have had their best sales year, twice! 2020 saw an organic revenue increase YOY vs 2018 of 317.90%. Considering this was previously their best year to date, this growth has been incredible to be a part of. Organic traffic increased by 206.09% in the same period.
Organic revenue increase YOY vs 2018 of 317.90%
206.09% traffic increase from organic search YOY
107.4% increase in revenue from PPC
Our work with the Google Ads account has also yielded a massive profit. When looking at non-branded terms only, we have seen a 107.4% increase in revenue from PPC, and this is continuing to improve every month.
