With a brief to achieve leading rankings within the greetings card sector, we deployed an SEO and content marketing strategy which focussed on the delivery of product-focussed links, and creating a new URL taxonomy and global navigation optimised for organic performance. This key piece of on-site SEO work deployed alongside an extensive link building strategy has established thortful as one of the most visible brands in their sector.

“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 Pearce – Head of Marketing – thortful


Links built over 6 months


Organic visibility increase


Increase in Market Share


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. Examples of our tactics are shown below:


We have delivered 260 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 technical and creative, content marketing activity we have carried out for thortful, the site’s organic visibility has grown by nearly 400% over the last 9 months. Their share of the organic market has grown from 8% to 37%, 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.

Contact us today to start achieving unprecedented results.

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