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Brave Bison has used the following skills/services in the project.
THE CLIENT
Dixons Retail plc, owners of Currys and PC World, dominates the UK market for White Goods, Computing and Consumer Electronics and is Europe’s largest specialist electrical retailing and services company.
The popularity of the US shopping tradition ‘Black Friday’ has continued to soar in the UK, redefining the Christmas shopping calendar in the process. To capitalise on this, Currys tasked Greenlight with creating a Black Friday campaign through SEO.
THE OBJECTIVES
Notably, the biggest commerce difference between the UK and the US is that British consumers spend around £800 more per capita online each year. In order to make the most of this opportunity, we needed to thoroughly optimise Currys’ online strategy optimised in order to reap the rewards of this retail phenomenon and outdo competitors.
To that end, our objectives were:
THE STRATEGY
We developed an all-encompassing SEO strategy to allow Dixons Carphone to achieve these objectives. The strategy was formed around the three main pillars of SEO: strong technical foundations, on-site optimisation and content & engagement activity (through link acquisition).
Thereafter, we:
1) Identified core Black Friday terms to target utilising our proprietary search tool, OneHydra.
2) Ensured Currys’ Black Friday landing page was optimised for these terms
3) Ensured internal linking and correct redirects were in place to and from the page
4) Created Black Friday-specific content for the site and Currys’ TechTalk blog
5) Acquired links to the page from high authority websites through targeted outreach
6) Ensured there was a strong call-to-action on the Black Friday page
THE RESULTS
Post-Black Friday reports have shown that UK consumers spent £1.1bn on the day, 35% up on 2014 and, as predicted, our online spending was three times higher than in the US. As such, our strategy for Currys reaped the following results:
Over 150 high quality links to the Black Friday page in the weeks leading up to the day, making it the second most authoritative page on the site after the homepage. Example sites include The Telegraph, The Huffington Post and The Mirror.
Currys was the most visible retailer on Black Friday, appearing in the top half of page 1 for a variety of high volume Black Friday related terms, including the following keywords and positions: ‘Black Friday’ #4‘Black Friday Deals’ #2‘Black Friday 2015’ #2‘Black Friday 2015 UK’ #2‘Black Friday Deals 2015’ #1
Organic Registrations to the Black Friday page increased by 17% YoY (a 13% increase on the target set)
Organic Visits to the Black Friday page in November 2015 increased by 224% YoY (a 348% increase on the target set)
THE CLIENT
Dixons Retail plc, owners of Currys and PC World, dominates the UK market for White Goods, Computing and Consumer Electronics and is Europe’s largest specialist electrical retailing and services company.
The popularity of the US shopping tradition ‘Black Friday’ has continued to soar in the UK, redefining the Christmas shopping calendar in the process. To capitalise on this, Currys tasked Greenlight with creating a Black Friday campaign through SEO.
THE OBJECTIVES
Notably, the biggest commerce difference between the UK and the US is that British consumers spend around £800 more per capita online each year. In order to make the most of this opportunity, we needed to thoroughly optimise Currys’ online strategy optimised in order to reap the rewards of this retail phenomenon and outdo competitors.
To that end, our objectives were:
THE STRATEGY
We developed an all-encompassing SEO strategy to allow Dixons Carphone to achieve these objectives. The strategy was formed around the three main pillars of SEO: strong technical foundations, on-site optimisation and content & engagement activity (through link acquisition).
Thereafter, we:
1) Identified core Black Friday terms to target utilising our proprietary search tool, OneHydra.
2) Ensured Currys’ Black Friday landing page was optimised for these terms
3) Ensured internal linking and correct redirects were in place to and from the page
4) Created Black Friday-specific content for the site and Currys’ TechTalk blog
5) Acquired links to the page from high authority websites through targeted outreach
6) Ensured there was a strong call-to-action on the Black Friday page
THE RESULTS
Post-Black Friday reports have shown that UK consumers spent £1.1bn on the day, 35% up on 2014 and, as predicted, our online spending was three times higher than in the US. As such, our strategy for Currys reaped the following results:
Over 150 high quality links to the Black Friday page in the weeks leading up to the day, making it the second most authoritative page on the site after the homepage. Example sites include The Telegraph, The Huffington Post and The Mirror.
Currys was the most visible retailer on Black Friday, appearing in the top half of page 1 for a variety of high volume Black Friday related terms, including the following keywords and positions: ‘Black Friday’ #4‘Black Friday Deals’ #2‘Black Friday 2015’ #2‘Black Friday 2015 UK’ #2‘Black Friday Deals 2015’ #1
