thortful were looking to dominate the online cards sector. We deployed an aggressive organic search strategy, combining technical onsite content activity and digtal PR. The result? We delivered 6x organic growth in less than 12 months.
The dynamic nature of thortful’s website had previously limited its ability to perform in organic search. Working alongside thortful’s development teams, we defined a new URL taxonomy to create a clear HTML linking structure, with the aim of improving the crawling and indexing process. Alongside this, category page copy, headings and meta data was produced for all new and existing landing pages. This work was underpinned by keyword research, which informed our understanding of search behaviour and intent of thortful’s target audience.
Alongside this, our content marketing team were delivering links through our ‘strategic creativity’ methodology. This involved the delivery of larger campaigns alongside reactive and proactive newsjacking strategies. The strategy included a combination of outreaching existing products to relevant trade press, creating bespoke products with the objective of generating headlines, and building larger campaigns around occasions such as Halloween, Yorkshire Day and birthdays.
We have delivered 500 links to date, across the UK, US and European media, with links from sites such as The Mirror, The Metro, Huffington Post, The Sun, The Star and many more. The Haunted Hotspots campaign was even picked up by US TV and featured on CBS news in Florida.
As a result of both the site’s organic visibility has grown by nearly 400% over the last 9 months. Their share of the organic market has grown from 7% to 43%, which reflects this visibility increase.
In terms of their organic visibility, they now lead the core/generic Cards market with over 75% of the organic share. This has seen them overtake established brands in the space, including Moonpig & Card Factory. They have more recently had their best ever Father’s Day, which has been undoubtedly supported by their improved visibility across Father’s Day keywords. The work has been shortlisted in both the 2020 EU Content Awards and Northern Digital Awards.
links built in 6 months
Increase in Market Share
“connective3’s strategy driven creative approach really does work! David and the team have exceeded our expectations since we started working with them earlier this year.”
Sarah PearceHead of Marketing
Best in Digital Awards
Northern Digital Awards
View our other work
thortful – Partnership with Public Health England
thortful – mother knows best
Doggy Workout – Canine Cottages
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