Missguided now rank #1 on Google for “dog jumpers” which NOW has an average of 12.1K monthly searches. Here’s how we did that and how valuable that is to the fashion retailer.
 

“Dog Jumpers” searches are seasonal meaning less people are searching for them in summer in comparison to winter. To show you what this looks like… 880 people on average search for a dog jumper in July in comparison to 27K in November!

Historically (pre-Oct 2019) Missguided had one or two products on-site for dogs, which ranked around position 30. It wasn’t a focus and the product line wasn’t huge, just an accessory. The product URL ranked (low), a category page didn’t exist nor did they have any on-site content surrounding this topic.
 
Missguided hadn’t sold many of the items, they needed flogging especially after sitting in the warehouse!
In October, we started working with Missguided on both their UK and US digital PR, later joining forces on the SEO side too! We had a roadmap in place with a clear strategy but before this got implemented, we wanted to turn something around FAST to show what we were made of!
 
We saw the dog jumpers and knew we could PR it easily just to get links into the site. There was no other reason for choosing this as a strategy other than the product already existed and hadn’t earnt links. We felt confident we could make a story of this!
 
So we created a story in the space of 10 minutes by finding a “human” jumper on-site to match them up…
 

We went out with the story that “Missguided launch matching roll neck jumpers for you and your dog this winter”. After launching this exclusively with TYLA (the female version of Ladbible) and seeing we landed 30K engagements on social media in the space of an hour, we knew we were on to something!

This then spread landing on some of the top national press, new domains, 60 links in total from US, UK and EU publications. The likes of OK magazine, Bustle, Metro, and The Sun linking to the product URL of which 80% were followed (we were surprised, usually product links are no-followed)
 
We didn’t create anything fancy on-site, it was just the product page. Because of this, we drove 37,488 visits to the URLs and completely sold out!
 
We looked at Internal search data (people using the search bar on Missguided’s site) and saw that 58,303 people had internally searched for “dog jumpers”. Demand was high. People wanted it! It was a 4,645% increase! In less than 2 weeks since launching the campaign too!
 
This caught the attention of the people high up. So they decided to go big on this…
 

The strategy then lead to a full category page being created with all the products on, optimised, with content, and new product lines (branded Missguided loungewear for dogs). This all took just a couple of weeks from ideation to going live and we decided to re-push the new products to press to see if we can squeeze any more out of this!

This gained us an additional 27 links, and drove 45K visits. Less links but more traffic! Interesting! The revenue figures, I can’t say but long story short A LOT!

The Missguided team then created blog content on-site, with internal links into this category page to pass value.

As a result, Missguided has gone from #30 to #1 in just a few months max. 865% increase YoY traffic to this area of the site, 134,757 page views to be exact.

We now rank above Pets at Home, Amazon and more.

However, what’s even more interesting is this. During the duration of our campaign, we not only caught those searches at the right time but increased demand too. We made people want dog jumpers more than ever! In Nov 2018 (peak time), 27,100 searches! Nov 19, 40,500 searches!

These links have had a wider impact for the site with maternity, loungewear, and even swimwear all seeing improvements. Product PR is often seen as a traditional tactic and our strategy even got mentioned on a podcast recently as a traditional PR method that doesn’t drive SEO. 

But we’ve proved that’s incorrect and product PR and category page links can be built and you will see SEO return.

via GIPHY

To discuss a product PR strategy to building links or Digital PR in general with our team, get in touch! Feel free to DM any of the team on our social channels! We are a friendly bunch 

Carrie Rose

About Carrie Rose

Rise at Seven's co-founder and Creative Director. Carrie is a multi-award winning content marketer.