Dust N Boots

When we originally founded LION, our CEO had a long-term relationship with the client. So Dust N Boots came on board because they believed in what we were doing and joined our Pride for SEM services in July 2020. They bought into our vision, and in February 2021, we started managing Dust N Boots’ SEO. We began with a meticulously crafted SEO strategy, focusing on maximising their visibility and performance in the Australian market. The process began with a data-driven analysis and planning phase, ensuring our approach was tailored to meet Dust N Boots’ specific needs. Then in June of the same year, we took on the brand’s email marketing and ran successful multichannel strategies until March 2022. At one point, the brand was unsure of the benefits to their business, so they put their account with us on pause between April and September 2022. They returned for SEO in October after realising how important LION was as a digital marketing partner for their business. Having enjoyed a long-term relationship with Milly Terbutt from Dust N Boots, we’ve enjoyed success together. Four years later, we’re still working for the brand. Today, we’ve positioned keyword SERPs for Dust N Boots in Google’s top 3 search results for “work shirts” above renowned Australian brands.

Total Market Research to Identify eCommerce Foundations Gaps

• To bridge the eCommerce foundations gaps, the first step we take for our SEO projects is total market research. We gain access, get set up, and then conduct a technical audit to assess the site architecture, landing pages and eCommerce segments before completing a competitor content analysis. We thoroughly research consumer behaviour to understand how they’re shopping. All this leads to the SEO information architecture work that we do for the website, which is to fix technical issues, build out new landing pages in line with the consumer, redo the architecture or the hierarchy of the website, redo the mega menu, redo the faceted navigation or the filtering on the side of the site.
• By pinpointing these foundational gaps and strategically comparing them with competitor websites, we ensured that Dust N Boots’ website could more effectively cater to users’ search queries, enhancing the brand’s online presence.

Prioritisation Based on Performance and User Intent

• Prioritisation was essential to our strategy. We evaluated the organic positions and search volume for relevant keywords, allowing us to target category pages with the highest potential for attracting organic traffic. Additionally, we analysed competitor category page content to understand current industry best practices and identify opportunities for Dust N Boots to differentiate itself in the Australian market.
• Paid Search worked holistically with SEO to understand the website, products and keyword performance so that we could implement it through the Search channels.
• Throughout this period, we conducted extensive testing and learning, diving into the various product categories Dust N Boots offers. By analysing and understanding product margins and demand, we identified key opportunities to drive revenue growth.
• In addition to these efforts, we also focused on improving ad copy, refining audience targeting, and optimising bidding strategies.
• LION’ Email team conducted a smooth full account migration from Mailchimp and setup to Klaviyo for the customer lifecycle to communicate with them at every stage.

User Engagement and Optimisation

• To maximise our impact, we focused on URLs already receiving clicks and impressions. By optimising pages with existing user interest, we ensured that our efforts would yield immediate and tangible results. This user-centric approach helped us improve engagement and drive more traffic to Dust N Boots’ website.
• Mobile versions of popups were integrated into the website, and A/B tests were run to increase subscriber rate.
• A data collection strategy to fill out custom profile properties like (age, gender, and shirt size) was developed.

In summary, our comprehensive approach included several key components:

• Complete Ownership of the SEO, SEM and Email channels, analytics and performance.
• Site Architecture Review: A thorough evaluation of Dust N Boots’ website structure was conducted to identify navigation and usability issues.
• Keyword Mapping: Comprehensively mapped relevant keywords to specific pages on Dust N Boots’ website.
• Backlink Acquisition: Built a strategic plan to acquire high-quality backlinks from websites.
• Content Creation: High-quality content was essential to our strategy. We created fresh, engaging content that targeted Dust N Boots’ chosen keywords and addressed user intent.
• Content Workshop: An in-depth assessment of the Dust N Boots brand’s unique Tone of Voice to create consistent, clear content with greater cut-through across all channels.
• Google Search Console Audit: By resolving issues identified in our Google Search Console audit, we ensured a better user experience and improved search engine rankings for Dust N Boots’ website.
• Schema Markup Implementation: Implemented schema markup to provide search engines with richer information about Dust N Boots’ content.
• Email Content Calendar. Development and optimisation of a full content calendar ahead of schedule.
• Email Style Guide: Creation of a template to improve email builds and align on design compatible with different inbox styles.
• Email Flows: 23 activated and A/B tested flows to increase customer engagement through the Email Marketing channel, including abandoned checkout, welcome series, abandoned browse, thank you, reviews, cross-sell and more.
• Email Campaigns: Creation including graphics, copy and design and send-outs of, on average, eight campaigns per month.