Dickies Store SEO
DickiesStore.co.uk is the primary official distributor of the legendary Dickies Work Wear brand in the UK.
MediaVision was given the task of increasing the quality of the organic search traffic reaching the DickiesStore website for both “Dickies” related phrases and more generic phrases such as “workwear”, “safety boots” etc.
Strategy for July 2008 – November 2009
Organic traffic during September 2008 increased by over 30%, which is particularly significant considering it was only the third month of our SEO strategy; meanwhile, Return on Investment increased from 1500% to a staggering 2131%. Revenue during the same period grew by 40%, fuelled by the 15% increase in conversion rates.
Due to better targeting and the site changes suggested for SEO, the conversion rate increased by 17%, creating a 40% increase in revenue from paid search. While the client was very pleased with the results, we were still determined to find ways to improve the DickiesStore online marketing campaign even further in 2010.
Strategy for 2010
By the beginning of 2010, DickiesStore was dominating the SERPS for “Dickies” related keywords, an extremely competitive niche in which many suppliers of the Dickies brand are constantly vying for top rankings. Our goal for the year was to take our client from being a well-known supplier of Dickies workwear, to making them synonymous with the workwear industry in the UK. We aimed to do this by targeting more generic industry-related keywords – for example “work trousers” and “work shoes” – and dominating the SERPs for all related keywords.
The results we achieved by targeting generic workwear industry related keywords in 2010 were phenomenal.
Non-branded traffic: November 2009 – November 2010
Year-on-year growth from November 2009 to November 2010 was excellent. Non-branded traffic improved by an impressive 62.8% (illustrated below). This also led to a 47% increase in revenue (from non-branded traffic only).
While our client was predominantly ranking for “Dickies” related phrases at the beginning of 2009, they were ranking in the top three positions in Google for generic, non-branded phrases (such as “workwear”, “work trousers”, “work shirts” and “work boots”) by the end of 2010. This made them the best-ranked workwear provider in the UK.
In just 12 months, our SEO strategy resulted in a 63% rise in non-branded traffic and a 47% increase in revenue for the client.
DickiesStore is no longer just supplying clothing to people seeking out the Dickies brand in search engines; they are now converting generic workwear browsers to the Dickies brand by dominating SERPs for related generic workwear keywords and phrases. By doing this, our client has expanded their account without increasing their budget, leading to a significant gain in ROI.
In 2012, on the back of solid 30% year-on-year traffic growth, our client John Macknay (QV Group) launched two further online workwear stores: www.dsxpress.co.uk and www.scruffstore.co.uk, stocking alternative brands and targeting the generic workwear sector.