Case Study

Enhancing Skatehut's visibility for general terms

  • 77% Increase in traffic
  • 74.6% Increase in organic revenue
  • 56.7% Increase in organic visibility

Despite having built authority in the market for general terms like Skateboards, Scooters, and Skates. SkateHut approached Red Hot Penny when the performance began to slip. Could they continue to compete with household names like Argos, Smyths Toys, and Halfords?

What were SkateHuts main business goals?

Over the last 18 months, we have worked closely with SkateHut to develop its online presence, through SEO. When they initially approached Red Hot Penny, they were targeting an increase in traffic and visibility to help support their revenue targets. Despite having clear authority in the market for some generic terms like Skateboards and Scooters, their performance had dropped slightly which created an opportunity for us to drive visibility across their large product range.

How Red Hot Penny made a difference?

Firstly, we conducted extensive keyword research to find out what SkateHuts potential customers were searching for. Whilst they had authority with keywords like Skateboards and Scooters, lack of focus on these areas had led to a slip. In addition, we also completed a comprehensive competitor analysis, allowing us to understand their position in the market. This in turn allowed us to fish out some long-tail keywords which we could target more efficiently against SkateHuts competitors.

Finally, we worked closely alongside their in-house marketing team to support this strategy and advise on both technical and content changes which supported the increase in organic traffic and visibility.

What were the results?

Over 18 months SkateHut saw an increase of 74.6% in revenue from an increase of 77% in organic traffic. In addition, keyword visibility increased 56.7%. SkateHut now ranks for 37k search terms with 21% of terms sitting in the top 3 positions and 30% in the top 6 positions. Pleasingly, they sit on page one of Google for over 50% of search terms.

What our client said

“Red Hot Penny are great with open lines of communication to the point of integrating into our company Slack groups. The knowledge of SEO both technical and content-driven is excellent within the group and their strategic decisions have been invaluable to our organic channel.”

Sarah McGregor, SEO Manager

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