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Great Bean Bags

155% increase in organic revenue reinstates ecommerce business as a market leader

GreatBeanBags™ has stocked the UK’s largest range of bean bags since they began trading in 1992. To this day, they pride themselves on their high manufacturing standards, with each bean bag being skillfully handmade by their team of in-house designers and manufacturers. Now a long-standing client of Impression, we have been working closely with GreatBeanBags™’s digital team over a number of years to transform their organic presence from a market player back to a market leader.

The Challenge

GreatBeanBags™ was previously a key organic player in its space. However, an increasingly competitive SERP landscape resulted in a 60% decline in organic traffic.

They appointed Impression in 2015 and their core objective was clear. They tasked us to reinstate their organic visibility, allowing them to become a leader in online bean bags once again and drive additional traffic and revenue through SEO.

Using this objective, we worked with the client to set the following KPIs and targets:

1

Grow average rank across focus keyword subset to #4 across mobile and desktop

2

Maintain #1-3 keyword rankings for the head term, 'bean bags’ across mobile and desktop

The Strategy

GreatBeanBags™’s previous SEO strategy focused predominantly on creating informational content on their blog platform in an effort to support their transactional content. However, it became clear that this strategy was not driving the desired amount of organic growth and, subsequently, was not having an impact on their objectives.

As an alternative, Impression introduced a competitor, audience and authority-focused SEO strategy that incorporated the following tactics:

  • Produced a content hub to house ongoing digital PR campaigns. This allowed a central place to conduct our link building activity and with each campaign, ensured the client would become increasingly more competitive amongst the SERP landscape (which includes a selection of independent and high-street names). You can find an example digital PR case study campaign for GreatBeanBags™ here.
  • Ran a reiterative disavow process to clean up the client’s backlink profile over time. Historically, the site was under an algorithmic penalty so evaluating and disavowing spammy backlinks while building more favourable links in their place would ensure E-A-T (expertise, authority and trust) was properly communicated.
  • Conducted a site migration with their in-house digital team and external web partners. This involved migrating their outdated Magento 1 site to a freshly-designed Magento 2 site. Impression was responsible here for dictating the site architecture, introducing a more logical structure for users which would also be more favourable for crawling, indexing and ranking.
  • Audited their internal linking structure, reviewing non-indexable URLs like canonicals, redirects, and broken links to ensure a streamlined crawling and indexing process for search engines. This work subsequently became integrated into all future web development work, ensuring a minimum standard when introducing new pages and links onto the site.
  • Overhauled content across focus landing pages (both PLPs and PDPs), to ensure it better mirrored the wide array of keyword opportunities available and became more competitive within the marketplace.
1

Produced a content hub

2

Ran a reiterative disavow process

3

Conducted a site migration

4

Audited internal linking structure

5

Overhauled landing page content

The Results

Impression has partnered with GreatBeanBags™ for several years on a consistent and modest budget, and we’re particularly proud of the results we achieved because of that.

#13.9 → #4.5

Increase in average mobile and desktop rank across our focus keyword set (over a 3 year period)

#1

Keyword rankings for head term ‘bean bags’ on desktop are now a mainstay between positions #1-#3 (2021 data)

90%

Increase in organic traffic comparing Q2 2021 against 2019 (2020 omitted due to high performance across the COVID-19 pandemic skewing the data)

155%

Increase in organic revenue comparing Q2 2021 against 2019 (2020 omitted due to high performance across the COVID-19 pandemic skewing the data)

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