Missguided see a 300% increase in sales for lingerie as lockdown comes to an end, AND they now rank #1 for the lingerie term!

Another thread of how...

In the last 8 months of working with them, we have built 207 links into the site from the likes of Cosmo, Bustle, TYLA, People, Yahoo and more. The average DA of these is 71 (yes very high) with 91% followed...

However, NOT ONE of them is into the lingerie section. This hasn't been a focus (previous to this month) but the links have gone into either higher category areas such as clothing (which lingerie sits under), and the blog.

Interesting...

A campaign which performed especially well in terms of traffic, noise, positive messaging and community building is this https://blog.missguided.co.uk/babes/love-thy-self/ A campaign called Love Thy Self - encouraging body positivity

This campaign collaborated with infleuncers from all over highlighting their own personal body insecurities and how they've learnt to love thy self.

6 pieces of content sat on the blog, with promotions showing which lingerie they were all wearing with banners on the main MG site

We looked at internal linking and noticed this....

Most blog post content that talked about lingerie products had CTA buttons like this linking to the categories (this was the same across all areas) with no links within the actual copy OR no anchor text links ...

So we changed this. We kept the strong CTAs (to drive sales) but then Missguided team added more internal links from wider content into the lingerie section with anchor text links too. Like this ...

The link equity we had built into the site is better passed through here and adding content hyperlinks using anchor text instead - helped us now get to position 1 for the key term. This is 50K-100K searches per month!!!

With lockdown coming to an end, we saw a drastic increase in traffic and sales into this section not only from rankings but general interest and site search too. MG have seen a 300% increase in sales for lingerie with end of lockdown loving becoming a thing

They've received more clicks into the lingerie section now than Valentines (which is huge)

I said it before and il say it again ... https://twitter.com/CarrieRosePR/status/1247467275118088192?s=20

Off-site links will have helped here for sure but this wasn't about that. Working with the Missguided SEO, content, and brand team to all be on the same page and think about all aspects of a strategy helps here...

We are about to launch several lingerie focused campaigns to get links direct into this area to further strengthen the rankings and hold positions.

On to the next keyword group...