Having worked with Proviz historically, the site was in good shape and our SEO Audits revealed only a few minor technical issues which were quickly resolved. However, our in-depth keyword research revealed that the Proviz website ranked well for generic keywords within the UK, but highlighted a lack of rankings for gender-specific searches, such as ‘men’s cycling jackets’ or ‘women’s cycling jackets’.
With that in mind, we identified gender based search as a large area of opportunity and suggested creating new landing pages dedicated to and optimised for gender specific searches. After successfully testing our strategy on a few selected product categories, we worked with Proviz to create the new landing pages and necessary content to roll out new gender specific pages across the site. We then restructured the site’s main navigation to integrate these new pages and successfully completed the transition to a site optimised for gender based search.
Organic Search – SEO
As a result of our gender specific landing page project, the site’s top 3 and page one rankings more than doubled and Proviz soared to the top of the rankings for men’s and women’s related keywords, including reaching the number 1 position for ‘cycling jackets’.
The rise in rankings and visibility has driven significant growth, including a 42% increase in organic traffic, a 46% increase in organic conversions and an improvement in conversion rate across the site and other marketing channels.
“Hands down, it was the smoothest and most sophisticated onboarding we went through.”
“Throughout the onboarding process and beyond, Open Partners went the extra mile in understanding the overall business and specific marketing challenges we face, delivering an instant improvement in overall performance across all channels whilst supporting our journey to digital maturity.”
