Oneupweb Client Snapshot: Brooks

Posted on in Case Studies

Being visible online in the competitive running shoe and athletic wear market can be particularly challenging. This was the situation confronting Brooks when they started working with us. Combining organic and paid strategies, Oneupweb was able to improve organic SERP positions on valuable keywords, increase brand visibility and increase ecommerce conversions.

Breaking Into the Running Shoe Market

Brooks came to us with plenty of ground to make up. Their domain occupied just one top 10 position and only five top 30 positions for common industry search terms at the start of our project. We identified opportunities to optimize collections pages and product pages that would improve the average SERP position for several valuable keywords.

Brooks also wanted to generate ecommerce sales through their website. Since better optimized, online retailers in the running shoes market were already selling Brooks’ merchandise, efforts on the part of Brooks to improve direct-to-consumer sales had run out of stamina.

Related Content: 7 Ecommerce Product Page Optimization Tips

The Solution

After researching the most popular and effective search terms in the running category, Oneupweb launched a natural search campaign for the athletic shoe powerhouse. One month later, Brooks signed on for a paid search campaign that helped improve their overall visibility while promoting e-commerce sales. The campaign improved SERP positions held by Brooks’ domain. This increased brand awareness and improved click-through rate, driving B2C sales at improved profit margins compared to sales via distribution.

The Results

  • After a year of the SEO campaign, Brooks went from one to 51 top 10 positions and from five to 147 in the top 30 positions for highly competitive, highly relevant keywords
  • In the first month of Oneupweb’s natural search campaign, monthly e-commerce sales rose 54%
  • After a year, sales attributable to natural search had increased 253%
  • Within a year, Brooks’ online sales outran its recent history by logging a 810% increase in online sales, a difference attributable to our combined natural and paid search campaigns and overall search marketing strategy

In It for the Long Haul

For Brooks, greater visibility and more sales lead to a long-lasting way to improve brand recognition and break into a running shoe industry dominated by the same few brands. Using an integrated organic and paid approach is one of the most effective ways to position your company in front of the right customers at the right time.

At Oneupweb, we’re equipped to help your brand get the attention it deserves. See how our team of digital marketing professionals can help you break into stride. Contact us or call 231-922-9977 today.

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