Case Studies

In December 2013, Sky Bet approached Blueclaw to build them a tool which would collate all the hottest football transfer news from Twitter to engage and access the buzz around the 2014 January and summer transfer windows.

Our task was to create a tool that was not only designed to meet SEO objectives, but also provide content angles for the sports book operator’s social media team. It had to integrate with the bookmaker’s odds feed and provide opportunities for users to place bets.

Using Twitter’s Streaming API, our developers built the tool to filter through all our trusted sources including newspapers, journalists, and news sites. The tool was also able to tally Retweets of Tweets, using the Twitter’s REST API. All the data was then assembled into a league of transfer trends.

The campaign was re-launched following the World Cup and an iFrame was created, allowing bloggers and publishers to embed their team’s Transfer Trends page within their posts. We followed up and finished the campaign with a timeline, highlighting the biggest transfers of the summer and integrating top Tweets, Retweets, and even Sky Bet’s odds history.

J R Rix and Sons is a multi-million pound business group that mainly focuses on fuel distribution and is a leading supplier of heating oil across the UK. Following a partial manual penalty action by Google on its site - www.rix.co.uk - the company engaged Blueclaw to undertake backlink and penalty removal to help restore the site’s organic search rankings.

Headline Stats:

• Google Manual Penalty removed within 3 months
• Rankings for the main keywords returned (and improved) within 2 months after the penalty was lifted
• Online orders for heating oil has now surpassed pre-penalty levels.

SemRush data for rix.co.uk - A clear uplift in traffic post penalty.

We were tasked with providing consultancy and support for mobilephonesdirect.co.uk's migration to a new platform. As we were involved from an early stage, we were able to provide best practice advice on URL structure, page titles and site hierarchy, as well as proper implementation of canonical tags and Meta robots instructions. This stage of the process involved a full site audit and list of prioritised optimisations that were implemented until we were convinced that the new platform was a considerable step up in terms of architecture.

Since the relaunch of the site in late August 2014 we have charted the following improvements in site performance and visibility compared to the benchmarks we took prior to migration:

• Number of position 1-5 keywords increased from 285 to 826, an increase of 189%
• Number of position 6-10 keywords increased from 904 to 1427, an increase of 57%.
• 161% increase in organic traffic year-on-year (from September to December).
• 86% increase in organic transactions year-on-year (same period)
• 451% increase in organic revenue year-on-year (same period)
• 160% increase in number of landing pages driving traffic to the site (same period).

One of the most fundamental issues with the proposed site structure was a lack of keyword cornerstone pages and a high risk of duplicated content - multiple pages existed for each handset (in some instances sim-free, PAYG, contract & upgrade variants) with near-identical content. Our strategy resolved around retaining these pages to provide functionality for users, while consolidating their authority into the page with the best ranking and revenue potential.

Client Testimonial:

“Blueclaw’s SEO work for our new ecommerce platform is nothing less than remarkable. Online sales are up significantly and we’re on target for record Christmas sales, a vital period for any large-scale internet retailer. We’re looking forward to a long and lasting partnership with Blueclaw”.

Director of Online Marketing at Mobiles Phones Direct.

Tyres On The Drive came to Blueclaw in May 2013 as a dynamic start-up within the mobile tyre fitting space.

Backed by a fresh injection of venture capital, they were looking for an ambitious and performance-driven agency to match their growth targets and take on household names like Kwik Fit, Tesco and Tyre Shopper in an extremely competitive and expanding market.

Headline Stats:

• 38% increase in booked fittings within 3 month period
• 67% increase in Conversion Rate in 4 month – 1.37% to 2.30%
• Booked Fittings peak month saw 99.6% increase still maintaining a Cost Per Conversion 8% lower than starting benchmark
• Booked Fittings – peak month saw 282% increase from starting benchmark
• Cost per Conversion lowered by 34% in peak month and average of 26% over 10 months
• Conversion Rate increased by 87% from 0.97% to 1.82%