SEO CASE STUDY
An online furniture retailer Out&Out came to Bell needing to find an edge in SEO in a short time frame.
Great SEO results are in the delivery
Out&Out is a fast-growing UK online furniture store selling stylish indoor and outdoor furniture at competitive prices. Furniture is designed and produced by Out&Out, as well as ethically sourced from around the world.
Out&Out was founded in 2013 by Daniel Fairburn, a furniture designer and entrepreneur from Leeds.
“Bell has delivered beyond my expectations where our previous agencies have failed. Having a healthy level of SEO conversions in our marketing mix for the first time is an important milestone and allows accelerated growth over the coming years. I can highly recommend Bell’s SEO team and methods”.
Founder & CEO - Out&Out
Bell has managed Out&Outs’ PPC and Social advertising since 2015. Bell often heard from the client that they had struggled to make SEO a sustainable channel for ROI since being a start-up. So, in late 2017, when Bell launched its own SEO division in the London office, Out&Out challenged Bell to:
> Reverse the current traffic downturn.
> Achieve ranking on selected indoor furniture which has always struggled.
> Deliver increased YonY results at peak summer season for outdoor furniture.
Although a risk to appoint a newcomer to SEO, Out&Out appreciated Bell’s SEO proposition is to fix all the technical basics first using proven SEO directors with extensive expertise, then investing in quality targeted onsite & offsite content aimed at returning a higher ROI (with technical best practices already in place). There was a lot of work to do, with limited time to do it.
Bell spent two weeks undertaking an in-depth +350 point technical audit (incorporating technical, content and offsite elements). The audit was summarised in a written report with the exact rationale and prioritisation for each recommended development task to be undertaken (around 50 in total).
Bell and the clients’ development agency then worked together at speed to implement recommendations over the following months. Tasks ranged from removing duplicated content elements to repairing misconfigured canonical tags, identifying and repairing broken links and implementing a range of structured data.
Target keywords were defined and keyword tracking implemented. An automated reporting dashboard was built using Google Data Studio with data provided from various sources such as chosen keyword provider, Google Analytics and Search console.
Out&Out wished to produce content using their in-house resource in the first instance but lacked the ‘know how’ for SEO. An annual targeted content plan was produced by Bell with in-house training also provided to Out&Out’s team. Bell is now retained to provide ongoing SEO strategy, reporting, maintenance and support.
After 3 months:
> Reverse of SEO traffic downturn.
> Increased SEO revenue YonY for both indoor and outdoor furniture.
> Increased First Time Visitors from SEO channel.
> Reduction in Bounce Rate.
After 6 months at peak seasonality:
> Trend of +141.09% uplift in transactions*.
> Trend of +136.46% uplift in revenue*.
* Vs 13-week baseline.
Uplift in Transactions
Uplift in Revenue
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