Awards

Dorothy Perkins

SEO

Dorothy Perkins SEO strategy reduces CPC by 70%

Objectives

To increase traffic to the website while improving the ranking of its website for key terms on the major search engines including Google and MSN.
To ensure the site has good rankings in natural search on Google for generic women's wear terms and across the multitude of key terms that change with the seasons.
To leverage social media for brand awareness and natural link growth.

Solutions

Tamar worked with technical staff and contractors to recommend and implement architecture and content changes to make the website more natural search friendly.
A themed link strategy was also developed to increase the number of high quality incoming links and to leverage the existing strong presence the site had in the blogosphere.
Dorothy Perkins' PR team was also advised on how to include SEO in their PR strategy including how to optimise press releases for online distribution.

Results

The Dorothy Perkins (www.dorothyperkins.co.uk ) site was ranking for some non-branded terms before the platform change but had no page one rankings in Google. Since the platform change Google has started indexing pages from the domain www.dorothyperkins.com which Tamar has been working on, and has achieved first page rankings for the following terms:

Womens Clothes
Womens Clothing
Fashion Tops

The SEO work has reduced the cost per click by 70% since beginning of 2008 and the site is now ranking on the first page of Google for many of their key terms.

Visitors through non branded key terms increased by 288% since January 2008 as well as an increase in ROI of 467%.

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