» The background:
Getting Personal began life in 2005. As a new business with a new website they had limited presence on Google for natural search and relied on Pay Per Click to drive traffic and website sales.
The category killer
The challenge Getting Personal set for dotSearch was to take one single search term and get them into the top 3 on Google natural search for that word. The word chosen was 'Gifts' – the category killer term which at that point was generating over 3 million searches per year..
Within 5 months dotSearch had taken Getting Personal to number 1 on Google for the word 'Gifts' and went on to take the top positions for Personalised Gifts, Xmas Gifts, Christmas Presents and Wedding Gifts.
What's more, over the next three years the campaign expanded to target over 200 keywords, including both niche keywords and highly competitive ones. Getting Personal's MD, John Smith, takes up the story:
"Back in 2005 we were just starting out. We had a small product range and we were happy with the results we were getting from our PPC campaign. That was before a contact at Hitwise told us about dotSearch and the outstanding results they were delivering to businesses like ours, using SEO alone.
» Their marketing challenge:
Today, following dramatic growth led by their dominance on Google and a commitment to delivering exceptional products and service, Getting Personal offers over 19,000 product lines and competes in a hugely competitive online market.
The challenge for the business and for dotSearch as their exclusive SEO agency is 3-fold:
The business is highly seasonal, with the need to get top rankings for seasonal terms at different times of the year, like Christmas and Valentine's Day. The market place is enormously competitive The product range is constantly expanding and changing.
» The solution
dotSearch put together a truly dynamic, bespoke SEO strategy to meet the specific search marketing needs of Getting Personal. A dedicated SEO team are responsible for ensuring the website is continually and optimally updated and a social media team focus specifically on expanding the social media presence of the brand.
"With the gifts search market changing weekly this simply isn't a campaign that can rest on the laurels of its success " says dotSearch CEO Mark Furber.
"We run a mobile campaign which we continually review with the client to maintain their dominance on Google" John Smith agrees, adding
The approach dotSearch take to our SEO is an extremely adaptable one. We meet with the account team frequently to ensure we stay one step ahead of our competitors on Google
» The result:
| Keyword |
Position
|
Gifts
|
1
|
Wedding gifts
|
1 |
Personalised birthday gifts
|
1
|
Mothers day gifts
|
1 |
The results dotSearch continue to achieve for Getting Personal have helped to drive the gift company's phenomenal growth rates and impacted dramatically on both their top and bottom lines.
Ranked an impressive no.12 in the 2009 Sunday Times Virgin Fast Track 100 league table, Getting Personal have maintained outstanding growth in market share whilst dramatically reducing their investment in PPC.
Their SEO campaigns with dotSearch have achieved what so many business would like to achieve: by successfully mirroring their paid search strategy they continue to target large groups of keywords, dominating thousands of organic search positions and enabling them to ramp down their paid search spend.
John Smith sums up the results by saying:
Our SEO and our PPC campaigns both generate the same, substantial levels of revenue. But the difference is we spend one tenth of the amount on SEO that we spend on PPC. The revenue and ROI that dotSearch delivers from our natural search budget is exceptional.
We could be delivering exceptional results for you too. Get in touch today and let's talk about delivering you far more traffic, conversions and leads. Call us on 0207 654 8675 or email our friendly team.