Synopsis

Gift Babies is a start-up online retailer based in Essex, who combined the informational resource type mother and baby sites with the straightforward product based sites. Launched start of 2006 with an obvious focus on gaining a strong online presence; the EHLOnline team were approached to deliver a proposal.

Challenges

In an extremely tight market space - baby gifts the EHL team faced an over optimised playing field. A saturation of 'mom and pop' type sites filled the search results pages. Similar product descriptions meant the possible threat of duplicate penalties by some of the major search engines. Being a reasonable new site, the dreaded 'sandbox' effect, whereby sites do not make it into Google's index for anything up to 1 year. Unsure how to effectively marry both the informational side of their offering with the product side required further investigation.

Solutions

We developed the second phase of the site into an search engine friendly shopping cart system which they were able to update themselves. We asked them to provide some sample articles to allow us to analyse their writing style and method of information delivery. On this basis we crafted pages of actionable content designed with conversion in mind. Informational copy was developed for each of their products to act as a landing page for the search engines and prevent any duplicate content penalties. An advanced link campaign was also put in place and allowed to develop naturally overtime.

Results

Starting in September 2006, our highly focused campaign is still ongoing increasing GiftBabies search engine results position, obtaining front page position for 80% of their products.

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