Winner
Journey Further
It’s curtains for the big brands – how we used relevance data to increase market share for 247blinds.co.uk, 247 Blinds
247 Blinds competes with well-known high street brands which have larger and more authoritative link profiles. 247 Blinds wanted to implement a relevancy-led link development strategy to boost visibility of its core products above those of its competitors.
It’s not enough to be popular - you also need to be relevant. The relevancy of content that links back to a site is important, so it’s vital that such content and its context could be measured and analysed, but this has historically been challenging. Journey Further’s proprietary technology, Salient, analyses and understands content in a way similar to search engines, using IBM Watson’s Natural Language Processing machine learning engine.
It could examine URLs in bulk to gain insight into what topics and terms the content is relevant to, as well as other metrics such as sentiment.This could then be aligned to keyword research insight, and gaps in relevance identified. Journey Further’s strategy was focused on aligning the relevancy of linking coverage to commercially viable keywords.
Natural language on-page optimisation showed that while the keyword ‘blind’ attracts the majority of search demand in the blinds industry, on-page content, in particular homepage copy, needed improvement, including more prominent mentions of target topics and also sub products, such as ‘venetian’, ‘shutters’ and ‘samples’.
Since making natural language understanding-led updates to the home page content, there have been significant uplifts in traffic and an increase in market share, sessions and revenues. There has also been an increase in sessions across all high priority product areas, such as ‘roller blinds’, ‘wooden blinds’ and ‘Venetian blinds’.
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