2011 Bronze Best use of search, natural and paid-for

Client SportsShoes

What is wonderful about this work? We combined technical SEO, content creation, editorial and creative link building and paid search to drive incremental sales and protect and amplify the SportsShoes brand online, focusing on running-related terms. SportsShoes are now #1 on Google for ‘running shoes’ and ‘cheap running shoes’.

What details of the strategy make this a winning entry? We modelled and forecast keyword search opportunities, identifying running-related terms as a prime focus. Our campaign plan covered three personas: beginners, intermediates and hardcore runners. Technical SEO consultancy provided a solid foundation for other activities. We made content optimisation and creation recommendations and created a video guide to buying running shoes. We undertook ethical and sustainable link building to protect and amplify the brand(s) and drive sales. Online coverage on authoritative sites and negotiated links back to the running page on www.sportshoes.com for all coverage, with keyword anchor text where possible. We were able to recommend the best kit for all types of runners at key times of the year, for example ‘Best Kit for Winter’ and ‘The Best Marathon Kit’. We identified relevant media sites and blogs for each target persona and contacted journalists, web editors and bloggers. These authoritative and ethical links drove the biggest positional jumps and the best returns.

How did creativity bring the strategy to life? Once we had identified and prioritised our targets, we devised a range of push and pull link building tactics to secure high-quality editorial and creative links. These were all ethical and sustainable. We don’t buy links; we help our clients become genuine authorities. We developed a running shoes advice video and an Official SportsShoes Kit Reviewer advocacy programme. The former targeted beginners and the latter hardcore runners. But another key part of our strategy was to cultivate influence using running-themed articles (aimed at different personas), and undertake product placement with key online media and journalists running marathons.

Results We secured first position for a host of terms including ‘cheap running shoes’, ‘cheap running trainers’, ‘running tights’, ‘running jackets’, ‘running shoes online’, ‘ladies sports shoes’... The video guide to buying shoes is number one for ‘running shoes advice video’ searches and in its first week improved conversion by more than 200%. Because our approach to link building emphasises editorial and creative links, we were also able to track direct and referral sales and increased brand awareness.

Team James Sandford, Sophie Coley, Rik Turner, Megan Hart, Dan Goodwin.