As of August 2020, brand-related search terms were driving 75% of Runaway The Label’s traffic, with other brands on their site (notably, Prem The Label) responsible for the remainder. However, in a post-COVID/lockdown retail climate, the competition was fierce – from the likes of Showpo, Whitefox, Meshki, Saboskirt etc.
Sparro’s goal was to work with Runaway The Label to deliver more organic traffic, thereby increasing organic transactions in a saturated market.
The project was primarily content directed, improving key category pages to inspire profitable customer action.
We identified keyword opportunities (mainly focused on non-branded generic terms as well as occasion/seasonal events) and incorporated them into main pages to bolster rankings, visibility and transactions.
At the start of the project, they had 7 keywords ranking in the top 20 (with 1 keyword in the top 3) – they are now ranking for 30 keywords in the top 20 (with 14 ranking in the top 3). These include highly competitive examples, notably “Dresses” – ranking 2 (from no ranking at all) with a 103k monthly search volume – and “Midi Dresses”, ranking 3 with a 26k monthly search volume.
Our content strategy also included generating timely sales pages that focused on peak demand periods, such as Black Friday. Meanwhile, an overhaul of the site’s navigation improved UX and visibility, pulling trending/in-demand category sections into the main navigation and better categorising the sub menu.
This was complemented by additional technical improvements: adding product markup schema, updating titles and meta descriptions, creating an HTML sitemap and improving interlinking between pages.