Missguided now rank #1 on Google for "dog jumpers" which NOW has an average of 12.1K monthly searches. Here's how we did that and how valuable that is ... (a thread)

"Dog Jumpers" searches are seasonal meaning less people are searching for them in summer in comparison to winter. To show you what this looks like... 880 people on average search for a dog jumper in July in comparison to 27K in November...

Historically (pre-Oct 2019) Missguided had one or two products on-site for dogs, which ranked around position 30. It wasn't a focus and the product line wasn't huge, just an accessory. The product URL ranked (low), not a category page. MG hadn't sold many, they needed flogging

In October, we started working with MG and we wanted to turn something around FAST. We saw the dog jumpers and knew we could PR it easily just to get links into the site. So we created a story in the space of 10 minutes by finding a "human" jumper on-site to match them up...

We went out with the story that "Missguided launch matching roll neck jumpers for you and your dog this winter". After launching this with @Tyla and seeing we landing 30K engagements on social media in the space of an hour, we knew we were on to something

This then spread landing on some of the top national press, new domains, 60 links in total from US, UK and EU publications. All of them linking to the product URL of which 80% were followed (we were surprised, usually product links are no-followed)

We didn't create anything fancy on-site, it was just the product page. Because of this, we drove 37,488 visits to the URLs and completely sold out! This caught the attention of the people high up. So they decided to go big on this...

We looked at Internal search data (people using the search bar on MG's site) and saw that 58,303 people had internally searched for "dog jumpers". Demand was high. People wanted it! It was a 4,645% increase! In less than 2 weeks since launching the campaign too!

The team at MG which @SamPenno_MUFC leads created a full product page, optimised, with content and ordered new product lines (branded Missguided loungewear for dogs) which took a couple of weeks from ideation to going live on site. And we re-pushed...

This gained us an additional 27 links, and drove 45K visits. Less links but more traffic! Interesting! The revenue figures, I can't say but long story short A LOT!

The Missguided team then created blog content on-site, with internal links into this category page to pass value

As a result, Missguided has gone from #30 to #1 in just a few months max. 865% increase YoY traffic to this area of the site, 134,757 page views to be exact.

We now rank above Pets at Home, Amazon and more.

However, what's even more interesting is this. During the duration of our campaign, we not only caught those searches at the right time but increased demand too. We made people want dog jumpers more than ever! In Nov 2018 (peak time), 27,100 searches! Nov 19, 40,500 searches!

You can see how MG used to rank for the key term, stopped and then ranking again at the highest position. We continue to expand this range with more and more demand for them. All for a campaign that took us (personally) 10 minutes to turn around!

The internal MG team are on it! it's important for in-house marketers to be just as reactive as us agency lot. We even had TYLA contact US (not us contact them) this morning for info on our lockdown loungewear for dogs which landed a link this AM (and so much social engagement)

These links have had a wider impact for the site with maternity, loungewear, and even swimwear all seeing improvements.

Product PR is often seen as a traditional tactic and our strategy even got mentioned on a podcast recently as a traditional PR method which doesn't drive SEO

But we've proved that's bull and product PR and category page links can be built and you will see SEO return

Hopefully, that was useful! Get those product/category links in ;)