SEO Case Sudy - Rawk Mailorder
Sector: Ecommerce / Mail Order sports products
Geography: Nationwide
Rawk are an established Poole based firm supplying Heelys shoes, skateboards, roller blades, ice skates, etc.
The Problem
Rawk had built up a good order take for their products via the company's ecommerce website. However the sales enquiries were almost exclusively generated from internet 'advertising' (Pay Per Click). As advertising costs increased and sales conversions decreased it became apparent that the revenue from buoyant sales was being eaten up by the advertising costs.
At this stage, despite the maturity of the company, Rawk lacked 'natural' visibility on the search engines i.e. when people used Google to look for the products the company sold Rawk did not appear in the natural search results returned - In most cases not appearing in the top 100 search results returned.
The Solution
A SEO (Search Engine Optimisation) strategy was implemented for the Rawk website that rapidly returned cost-effective results for the company. A target list of key search phrases the company wished to improve their search results for were identified and prioritised and improvements in search rankings monitored daily.
The Result
Rawk soon started to enjoy the benefits of a wide range of Google page 1 and number 1 rankings for their products - both in terms of 'product specific' key phrases and 'generic' product category key phrases. As a result advertising budgets dropped substantially in line with the increasing natural visibility of the company on the search engines.
A consequence of such an effective optimisation programme is that the success has continued and the company enjoys the majority of its sales from natural search enquiries i.e. the cost of generating a sale online has vastly reduced.
