Case Study

Strand SEO Content Strategy

Founded in Australia in 1927, Strand has evolved from being the household name for luggage and suitcases, to launching it’s own fashion bag range

PARTNER SINCE

March, 2022

WEBSITE

https://www.strandbags.com.au

REGIONS

Australia

SELLER CATEGORY

Handbags & Suitcases

Our Results

192% increase in Page 1 Rankings

Strand significantly increased its Organic authority and visibility in SERPs

Core phrases ranking Position 1

For terms like [suitcase], [tote bag] and [shoulder bag] Strand was ranking in top position

2.6% Blog Conversion Rate

The blog effectively moves people down the conversion funnel, giving them confidence to purchase

How we drove these results for Strand

Our Approach

In order to achieve our objectives, Pattern developed a robust content strategy for the brand, helping Strand launch the Strand Edit hub, featuring brand articles as well as SEO-focused content pieces targeting topics with both seasonal and evergreen intent.

KEYWORD RESEARCH

Pattern conducted extensive research to identify high-volume keywords relevant to Strand’s product line where the site needed to improve its visibility. Our research also focused on keyword seasonality to identify the best time to publish content for maximum impact.

CONTENT GAP ANALYSIS

By examining Strand’s existing on-page content and identifying gaps in the company’s content marketing, we honed in on topics that were relevant to the brand’s target audience which were unaddressed on the website.

CONTENT CALENDAR

Utilising insights from the above projects, Pattern developed a Content Calendar for the brand to address these content gaps and attract more organic traffic by covering key industry topics. The calendar outlined the topics, keywords, and publishing dates for each piece of content. The content calendar provided a clear roadmap for the creation process, ensuring that Strand was constantly creating fresh and relevant creative material.

COMPETITIVE CONTENT AUDIT

While we looked at Strand’s site, it was crucial to examine competitors’ websites, to uncover areas of opportunity, and formulate a competitive content strategy helping the brand convey its unique value proposition in the market.

Client Testimonial

Nicola Ramsey

Digital Marketing Manager

“ We wanted to solidify our position as a prominent voice in both the fashion and travel space, and the blogs allowed us to do this. Through the execution of our incredible agency Pattern's strategic content plan, Strand saw remarkable results. We're so pleased with the phenomenal 192% increase in Page 1 ranking keywords and 62% growth in total organic keyword rankings. We look forward to continued success with Pattern’s innovative solutions ”

Results

The high volume terms that Strand was able to rank for include suitcase, luggage, duffle bag, tote bag, and wallet. These keywords were identified as relevant to the business and were strategically placed throughout the website’s copy, meta tags, and product descriptions. By optimising the website in this way, Strand was able to capture more traffic from search engines and increase their exposure to potential customers. This impressive overall improvement in organic search rankings is attributed to the brand lifting its overall content strategy through consistent and high-quality blog content creation.

INCREASED ORGANIC RANKINGS

IMPROVED SHARE OF VOICE IN SERPS

MORE AUTHORITY IN NICHE

BLOG DRIVING INCREMENTAL REVENUE

Page 1 Rankings Increase in Year 1

192%

67%

REVENUE GROWTH IN 1ST YEAR

99%

MAP Compliance Overall

20%

Revenue Growth from 2018 to 2019

New Marketplaces

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