Crockett and Jones is a premium brand specialising in quality handmade leather footwear for men and women, with stores in a number of sought after locations in London including Jermyn Street, Knightsbridge and Canary Wharf. The company also has stores internationally in New York, Paris and Belgium. Established in 1879, this luxury footwear retailer continues to produce some of the finest English footwear on the market.
Although this high-end brand has a rich heritage and a quality product selection, Crockett and Jones had reached a cross roads when it came to WMG in May 2012.
With a generally older loyal customer base and a largely neglected online presence, the company wanted to capture a younger target audience and drive people to their prestigious store locations. In order to achieve these goals, a lot of work on SEO was needed to improve the brand’s online presence.
WHAT WE DID
As the Crockett & Jones website initially had no SEO strategy or activity, the company was ranking for a very limited number of keywords and non branded terms at the start of our relationship in 2012. Therefore we began by focusing on a range of highly relevant and specific terms such as ‘Jermyn Street shops’ and ‘handmade shoes’ to target a more niche section of the market and improve the geographical awareness of the brand.
By 2013, we had significantly improved our client’s online visibility and the number of keywords that it ranked for, working alongside our main contact to bring the company up to date with their online activity from SEO to social media. By monitoring competitor activity, we were able to identify areas for further improvement and stay one step ahead of competitors moving forward.
As such, the last 12 months has seen Crockett and Jones’ online presence go from strength to strength, multiplying the number of keywords listed under the company and the flow of organic traffic to the site per month. Currently ranking first in WMG’s competitor analysis tools, we have helped to bring the company well and truly into the digital age.
- Currently ranks in the top 5 for keywords such as ‘hand made shoes’, ‘English shoes’ and ‘Jermyn Street’
- Keyword visibility has doubled from 250 to nearly 500 over the past 12 months
- Search visibility has tripled over the last 12 months, with traffic generated by online searches growing to nearly 15,000 in September 2014
- Crockett and Jones has overtaken competitors such as House of Fraser and All in London to take first place in average rankings
Successful SEO strategy requires a long-term approach to maintain and improve brand awareness and search engine rankings. Going forward, WMG strives to reinforce Crockett and Jones’ dominant position, further improving its online visibility and strengthening the range of keywords for which the brand can be found by its target audience.