Jigsaw SEO Case Study

Unlocking non-brand growth: A 12% revenue increase with strategic SEO.

The challenge.

Jigsaw approached us back in 2017 for help with the organic marketing strategy; fast-forward over 5 years and they are one of our oldest clients. Our common goal is to drive more traffic and online sales from search engines by improving on-page content and building website authority.

Jigsaw is one of the UK’s most iconic women’s fashion retailers, boasting over 40 retail locations across the UK and Ireland with an ever-growing online presence via its e-commerce store.

Our strategy.

Our over-arching goal has always been increasing traffic for non-brand keywords, so we needed to ensure technical performance and on-site elements were optimised to the highest standard. Last year we put together a refreshed SEO strategy that keeps evolving based on business priorities and quarterly performance.

From an onsite perspective, we performed really extensive and detailed keyword research and mapping, including intent and seasonality to align key landing pages to target keywords and ensure a cohesive SEO strategy with a clear roadmap for the year. Once we had a clear map and a strategy for each topic, we were able to start optimising pages, improving their meta data, content, internal linking structure and ensuring all schema was in place and as optimised as possible.

In terms of technical optimisation, Jigsaw moved its CMS over to Shopify, a big migration project with a ton of risks for organic performance. Passion played a key role in assisting with this migration, ensuring previous SEO efforts remained in place post-launch.

On-going site health monitoring has played a large role in the strategy, especially given Jigsaw’s highly competitive industry. Technical and on-page elements like page load speeds, logical URL structures and internal linking need to be in top shape to remain competitive.

We helped them build authority and backlinks to their Silk collection by creating a bespoke piece of content on the “History of Silk“, a beautiful timeline that introduces the material as one of the hero’s from Jigsaw collection, which gained placements and backlinks from over 30 relevant publications, helping increase Jigsaw’s authority and improved rankings, traffic and sales for silk related keywords

After a year of analysis, creation, optimisation and testing, the results have been phenomenal and we have a tremendous increase across our main 3 priorities: improving traffic, website authority and online sales.

  • +12%

    Non brand YoY organic revenue

  • +50%

    Visibility for "non-brand" commercial keywords

  • +100%

    Clicks and impressions for non-brand ‘silk’ keywords

The impact.

After the first year of analysis, content creation, optimisation and testing, the results have been phenomenal and we have a tremendous increase across our main 3 priorities: improving traffic, website authority and online sales.

Passion Digital Ltd.’s responsiveness and high-quality work have helped them dramatically increase the client’s visibility. Their remarkable SEO skills are perfectly in line with the client’s social media strategies, and their deep understanding of the firm’s branding encourages ongoing engagement.

We’ve been looking at our visibility versus our competition, and we’ve done very well compared to other companies. In fact, we’re only chasing one company at the moment. Their excellent site traffic and SEO support as well as their understanding of how those metrics complement what we’re doing on our social media have helped us achieve our goals.

Overall, we’ve been truly impressed with the improvements they’ve made as well as the results of their work. As a result, we’ve recommended them to another company.

Kiran Noonan Managing Director

They really spent the time to understand the company when we first began working together. I’ve worked with a couple of SEO agencies over the last sort of eight or nine years, and a lot of the time, they’re very numbers-focused, which you would expect — the numbers dictate the content.

I think because Passion spent so long and put so much time and effort into understanding the business, the tone of voice, and our position in the market, they’ve provided a unique ability to marry a numbers-focused strategy with a content plan. It’s very much in tune with what we want, and it’s the kind of flavor we would expect — I personally haven’t experienced that with another organic search agency.

Dale Bray Digital Marketing Manager

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