Case Study
Stetson
Stetson is an iconic American brand known for producing high-quality hats, along with fragrances and clothing.
Tags
Design
The Challenge
Stetson’s website was completely outdated with Flash elements and a structure that made it difficult for search engines to register the content. They were not ranking within the top 10 pages of Google for any non-branded product keywords and non-branded organic search traffic to the site was non-existent.
The Strategy
The entire site was rebuilt with an SEO-friendly structure that included product keywords in titles and meta descriptions. While the site was being built the team began link building through blogger outreach to increase the backlink profile. Creative solutions were developed for integrating HTML header tags and content into the site.
The Result
Once the new website launched, non-branded organic search traffic increased 505 percent year over year, and then another 49 percent from that month to the next. The Stetson site began ranking for the primary non-branded keywords of “cowboy hats” and “cowboy boots” as a product of the link building practices within a few months. Referring traffic from the links placed in blog posts equaled as much as 35 percent of the traffic brought in from non-branded organic search.
