Shoes 121 are an online retailer of branded footwear and accessories. They sell a range of shoe products from flats and heels to trainers, boots, sandals and comfort shoes for men, women and children. With a new website being developed, Web Sense Marketing were hired to run an SEO campaign to kick start their visibility on search engines and bring in visitors searching for their brands which include ECCO, Hush Puppies, Reiker, Lotus and Caprice.
Shoes121 are an official partner of ECCO shoes in the UK, so our first focus was to optimise the website for a range of search terms associated with shoe and footwear buyers looking for ECCO products.
After researching the market, potential buyers and competitors we identified the most suitable terms and mapped them to the website content. A key part of this was developing entry pages for shoe buyers using category level searches including ECCO men’s shoes /women’s shoes / kids shoes / boots / sandals / trainers and so on.
In Dec 2016, the following entry pages were published :
Aimed at buyers looking for ECCO shoes for men. These would also include boots, sandals and trainers.
This page is aimed at buyers looking for ECCO ladies’ shoes. They might also be interested in different types of shoe including boots, sandals and trainers.
This page is targeted at customers looking for ECCO kids shoes. They might also be include different types of footwear including trainers and boots.
This is a sub-category page targeting potential buyers looking for ECCO boots for women, men, or kids. Products on sale include ECCO Touch heeled boots, ECCO Elaine ankle boots and ECCO Biarritz for men. Further sub-category pages in this section include a ladies boots page at https://www.shoes121.co.uk/brands/ecco/ladies-boots.html and a mens boots page at https://www.shoes121.co.uk/brands/ecco/mens-boots.html
Another sub-category page targeting training shoe shoppers. Shoes 121 sell a wide range of training shoes including ECCO Transporter and Urban Lifestyle trainers for men, and ECCO Biom and Arizona for ladies.
A different sub-category page aimed at sandal buyers. Shoes 121 sell a range of sandals for women and men. Products on sale include the ECCO Bouillion sandal for ladies. Additional sub-category pages in this section include a ladies sandals page at https://www.shoes121.co.uk/brands/ecco/ladies-sandals.html and a men’s sandals page at https://www.shoes121.co.uk/brands/ecco/mens-sandals.html
This page is aimed at bargain hunters, looking for ECCO shoe sales, discounts or deals on the latest products. From opening sales and closing sales to winter sales and clearance sales, Shoes 121 will run sale events throughout the year.
This is a live case study and will be revisited to check on the progress of the campaign.