Case Study

Improving organic visibility for Zoggs with our synchronised services

  • No.1 Search position for 'goggles'
  • PR Including 'The Sunday Times' & more
  • 2x New revenue sources introduced

THE CHALLENGE

When Australian swim brand Zoggs teamed up with Red Hot Penny, they were keen to increase their organic visibility and strengthen their Direct to Consumer proposition. Our PPC and Biddable Media, Organic Search, Copywriting and Digital PR teams came together to kickstart Zoggs’ digital solution.

THE SOLUTION

After hearing Zoggs’ goals, we got to work putting together a tailored plan for their success. We chose to combine marketing services PPC and Biddable Media, Organic Search, Copywriting and Digital PR in order to increase the brand’s visibility online and win them a bigger share of direct traffic.  

Zoggs meets PPC: The first solution for driving traffic to Zoggs’ site was to introduce paid search and Shopping services. Targeting brand specific and generic keywords, for a wide campaign scope, Red Hot Penny set up and managed Google AdWords and Shopping accounts for the brand. The increased visibility on search engine pages helped drive direct traffic to the Zoggs site with the added benefit of revenue coming from a new channel.

A splash of Organic: To support their new paid search strategy, our Organic Search team conducted an audit of the Zoggs’ website and decided to update the content on category pages. Compiling keyword research and enlisting the help of our copywriters, the team produced optimised content to improve search page rankings and increase organic visibility.

Read all about it: Red Hot Penny’s Digital PR team also worked to support Organic Search with a link building campaign. Their digital PR strategy included gaining mentions in popular ‘Mummy Blogs’ and online sports publications with links back to site. The team also focused on offline activities including getting Zoggs featured in print publications with large readerships for the added benefit of growing brand awareness.

THE RESULTS  

Pole position: These combined efforts have helped to put Zoggs in the top position for the search term ‘goggles’. This has increased organic visibility for a product which Zoggs lead their market in.

Driving links: Digital PR successfully supported Organic Search, gaining coverage across popular blogs and online publications with links to improve Domain Authority. One such publication was Triradar.com which has around 490,000 unique browsers every month.

In the nationals: Their offline strategy also proved successful, winning a feature in The Sunday Times. Zoggs’ range of swimsuits for women made the Hotlist, and the brand got exposure to the publication’s 2.3 million readers.

What our expert said

We determined that the best combination of services to help drive traffic to and generate sales through Zoggs’ own site were Paid Search, Organic and Content, and our Digital PR team. The introduction of PPC and improved rankings with keyword targeting and quality links has improved Zoggs’ website’s visibility in search results, with search results and ads driving potential customers directly to the Zoggs’ URL

Dan Coleman, Digital Marketing Director

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