G.H.BASS
Established in 1876 in Maine, USA, G.H.BASS is a global leader in footwear, particularly loafers for men and women, having created the first ever penny loafer in 1936.
The
Brief
Increasing organic sales in the UK and EU
The project started off with a website migration which required SEO management, moving from Magento to Shopify. Following the migration, G.H.BASS wanted to grow their organic presence and revenue throughout the UK and EU.
The
Strategy
Migration strategy and product / category growth
The first step was to manage the migration from an SEO perspective, which involved initial technical and design recommendations, a sitemap review, web design review, 301 redirect review and a pre-and-post-migration technical SEO review. Once migrated, attention moved on to thorough keyword research to identify the best opportunities. From there, on-page optimisation of existing products and categories was a priority, alongside building out additional categorisation to target long-tail (but still high search volume) keywords for users searching for loafers by colour, style etc.
The
Results
The site has seen strong performance increases over the past year, with considerable growth in both organic traffic and revenue.