In April 2020 I started working with Wilderness Wear’s operations manager Jon Pote on developing a holistic digital marketing strategy to increase Wilderness Wear’s direct to consumer e-commerce sales. At this stage it was early on in the pandemic and whilst search volumes were increasing for locally made Australian clothing, Wilderness Wear didn’t have a paid media budget or high organic rankings to take advantage of the increase in search traffic.
Immediate goals
Develop a holistic digital marketing strategy across paid, owned and earned media.
Help Wilderness Wear migrate from Magento to Wordpress/WooCommerce implementation.
Organise photoshoots across key product ranges.
Takeover social media management which hadn’t been actively managed in over 12 months.
Address website health issues i.e. fixing numerous 404’s, missing page titles, meta descriptions etc.
Manage Google My Business listing to improve local SEO.
Resource
I was engaged for 1 day per week for a period of 6 months
Results
Utilising SEMRush to address SEO errors
The Wilderness Wear website hadn’t been audited from an SEO perspective in years and numerous on-page SEO issues needed to be addressed. The site also didn’t rank for “merino wool” based keywords which was a priority for the site given the brand was one of the few Australian made and owned businesses that manufactured merino wool socks and base layers from Tasmanian merino wool.
Adding content and internal links to category pages to drive improved rankings for target keywords like “merino wool hiking socks”
The Wilderness Wear website had in excess of over 100 category pages with no content which is one of the key reasons the website struggled to gain traffic for high volume non-brand keywords. By adding relevant content and internal links the Wilderness Wear website saw it’s rankings increase substantially.
Chart below shows how methodical on-page SEO improvements can drive increased visibility within Google for high value keywords
Google My Business Listing Optimisation
By actively managing the Wilderness Wear Google My Business listing via updating products, building out local business citations and regularly posting and encouraging reviews we’ve been able to achieve the No.1 ranking for high converting keyword like “merino wool socks” in Melbourne.
Paid Social Ads
Wilderness Wear had previously not utilised Facebook advertising to drive brand awareness and sales.
