Overview of Crew á la Mode
Crew á la Mode is a yacht clothing consultancy based in London and founded in 2009. They design and create innovative yacht crew uniforms for men and women that are fashionable and practical. The high quality clothing they produce uses luxurious, durable fabrics to give the crews of superyachts ultimate comfort and manoeuvrability when at sea and in dock.
Digital Marketing Services: SEO, AdWords and Google Analytics
Web Method completed an online marketing consultancy for Crew á la Mode in 2015, covering website content, SEO, Google AdWords and Website Analytics.
SEO and Website Architecture
A deep audit & analysis of their website and competitors showed that the lack of on site text content was a limiting factor for SEO performance. Although Google’s organic algorithm is incredibly advanced, it was struggling to determine the contextual relevance of Crew á la Mode’s services. This meant that the site wasn’t ranking particularly well for the keywords searched by their target audience. There were also some technical issues with the website architecture, which proved to be impacting rankings.
Our ECommerce consultants set about increasing the amount of on site content, describing their services clearly and concisely, using a wide variety of relevant keywords and synonyms in the topic of yacht clothing.
We also placed some strategic, quality backlinks from websites which were contextually relevant to their target audience of yacht owners. This was to drive referral traffic and improve organic rankings.
By the end of this consultancy, the Crew á la Mode website had improved organic rankings across the board including moving into the top 3 for their main target term.
Google AdWords & Google Analytics
When a particular product or service being sold online has a low search volume, it’s natural to turn to Google AdWords to increase traffic and conversions. As yacht clothing consultancy is such a specific niche, websites can remarket effectively to customers who haven’t converted using the Google Display Network. Part of our recommendation was to explore affinity marketing, and remarketing to display ads to users on other sites who are likely to inquire about their services.
In order to measure conversions, and attribute them to the correct channel we set up conversion and micro-conversion tracking on their website in Google Analytics. This would help future investment decisions in the inbound marketing channels that are driving the most value.