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.