Gazeboshop is a retailer of gazebos and similar items, selling to both trade and consumers online and off. Their products can be used in gardens or at a wide range of events, including conferences, exhibitions and sporting occasions. While their main product line is seasonal by nature, with a clear outdoor focus, their wider range attracts interest throughout the year.
In order for Impression to improve sales of printed gazebos by at least 50% year on year, and the overall number of organic transactions by 50% year on year, it has been necessary to create an SEO strategy which also incorporates off-page (digital PR) activity.
With a well devised strategy, digital PR can not only boost a client’s brand awareness, but can help to drive high-quality backlinks to the client’s site. This naturally helps boost rankings for core keywords and overall domain authority.
For more on how we tackled the on-page challenges, see here.
In order to get Gazeboshop featured in reputable business, retail and consumer publications we needed to come up with a strategy which involved them talking about more than just gazebos and marquees. Whilst at the heart of the company, it’s not something that journalists would be enthused by and would come across as ‘too salesy’.
At Impression we like to take one or two steps away from a client’s brand and identify secondary and tertiary focuses which our client can still speak with authority on. For example, Gazeboshop can easily be a credible source on all things business event and networking related, because that’s their day to day job – they help companies boost their brand awareness and sales through a wide range of events. It also helps that they are active in attending a lot themselves.
Initially, we stuck to smaller campaigns which led to the client providing thought-leadership articles including:
Once we’d secured a good level of coverage and backlinks, we looked at executing a campaign that would highlight how home-based entrepreneurs can grow their business. In order to strengthen the campaign we interviewed a number of start-ups on their journey from ‘home to high street’, which resulted in the following content: https://www.gazeboshop.co.uk/grow-business-home-high-street/
Combining real-life case studies with Gazeboshop’s expertise we approached relevant business publications to see whether they’d be interested in covering the campaign.
Since working with Gazeboshop we have secured coverage in a number of high profile publications including: SME Web, Startacus, Total Business Magazine, Small Business Bonfire and Small Business Heroes.
The publications have an average Domain Rating (DR) of 41.
In addition to a number of referral visits to the Gazeboshop homepage and 'Home to High Street' blog, the pieces of coverage received a combined total of 240 social engagements. Social engagements refer to likes, comments and shares on Facebook, shares on Twitter, pins on Pinterest and engagements on Reddit.
When taking into account SEO and digital PR activity combined, Impression has achieved the following results (comparing September 2017 to August 2018 with the previous year):
- 63% increase in contact form submissions from the printed gazebos page
- 37% increase in organic revenue
- 66% increase in organic transactions across the site
"We've worked with Impression for over 3 years now and are incredibly happy with their work. The account management is excellent, the team deliver on their tasks in a timely manner and to a high standard. The service provided has always been prompt and professional and we would recommend their services without hesitation. We look forward to continuing to work with them to improve our business and increase sales."
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