KeraStraight innovates and produces high end repairing hair treatments and products. We were tasked with improving their organic SEO and brand visibility, with the view to drive sales.

The challenge

Launching in 2009, KeraStraight had worked with a number of different agencies to boost their digital presence. Whilst they had gained some digital traction, their visibility and sales were flat.
We saw an opportunity to use a combination of strategies to improve their organic rankings, using editorial content and copy, supported by a paid strategy to drive sales directly.

What we did

Our first priority with KeraStraight was putting a user experience and content strategy into place. This would provide structure to the content being produced, a larger volume of high-quality content, and a more clear sense of direction for the user through to conversion. This was informed by keyword research, ensuring that key terms were being used consistently within content.

Our first project was working with the team for London Fashion Week. We joined them for their full day of styling three shows, collecting comments and behind the scenes information that we could use for content. Over the next three weeks, we used this to create a mini site which hosted exclusive day-in-the-life, how to content, and full show coverage.

Following the completion of this project, we then moved onto KeraStraight’s blog. Assessing the overall structure, we gave recommendations for a redesign and then set certain categories that we would release each month. This aimed to cover key hair care trends, as well as give more of a voice and personality to the brand – featuring key salons and figures that were real KeraStraight advocates.
We supported the editorial content with technical SEO, fixing metadata, header tags and URL structure as well as writing strategic copy to direct users around the site e.g. on the homepage to welcome the user and push them towards the next step.

The results

Since we started working with KeraStraight in January 2017, we have delivered great results. Key highlights include:

Organic traffic increased by 60%. This included improved rankings on non-branded terms as well as a dramatic increase in brand too.

Organic sales increased by 180%

Organic revenue increase by 300%

Blog engagement also increased by 58%, showing that the new content was being well received by visitors. This also led to assisted sales too.

This work all supported by the work of the paid search team who launched PPC and shopping campaigns for the first time leading to new product sales, and assisting branded sales via other channels.

Overall, our integrated strategy was a success, showing the role content has in the user’s journey: a tool to increase brand awareness and as a result, drive sales.

Want some help with your overall brand strategy? Get in touch we’d be more than happy to help out.

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