Client Summary
WoodenToyShop.co.uk has worked with Blueclaw since its inception in 2010, first on a site build and then as part of a continuing SEO campaign. Riding the front of a new wave of interest in high quality, eco and child-friendly toys, WoodenToyShop.co.uk has become one of the UK’s most prominent online retailers of traditional and contemporary wooden toys.
Project Brief
As interest in the wooden toy market increased throughout 2011 and 2012, brands such as John Lewis, Tesco, Asda and The Early Learning Centre showed renewed interest in their wooden toy offerings.
Blueclaw’s objective was to realign WoodenToyShop’s online marketing strategy to help it compete against these major high-street brands.
Strategy Implementation
Competing with large retailers required an overarching, holistic approach to SEO. In the summer of 2012 the WoodenToyShop.co.uk site was migrated to the powerful Magento platform. A bespoke SEO extension was also developed to ensure the team at Blueclaw had complete control over all on-page elements. A series of cornerstone pages for the site’s most important keywords were also created.
Off-site, the team concentrated on utilising WoodenToyShop’s fantastic reputation for customer service and quality products to build brand evangelists from their dedicated social media followers; simultaneously utilising these relationships to create quality editorial on the brand’s blog and with other industry-leading publications in the parenting and toy sectors.
Results
Blueclaw’s approach to marketing WoodenToyShop.co.uk has resulted in continued year-on-year growth for the site in terms of traffic, user engagement and revenue. As the business is seasonal, with a considerable increase in sales during the run up to Christmas, these figures compare JULY-DECEMBER 2013 versus JULY-DECEMBER 2012.
ORGANIC REVENUE - An increase of 26.27% between 2012 and 2013.
ORGANIC UNIQUE PURCHASES - An increase of 26.93% from 2495 in 2012 to 3167 in 2013.
4th QUARTER ORGANIC TRAFFIC - up by 31.48% as compared to 2012.
4th QUARTER REVENUE - up by 45.38% in 2013 compared 2012.
Blueclaw has also achieved its goal of improving and retaining key rankings in the face of increased competition:
- #1 for ‘Wooden Toys’
- #1 for ‘Wood Toys’
- #1 for ‘Wooden Toy’
- The site also enjoys Top 5 positions for leading toy brands, “Le Toy Van”, “John Crane”, “Bigjigs”, “Janod” and “Melissa & Doug”
26% increase in organic revenue
45% increase in Christmas organic revenue
"Blueclaw have given us the edge in what is a very competitive sector, their understanding of off and on-site organic search strategy is second to none."
Wooden Toy Shop
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