Weddings with Class
Weddings with Class carries one of the largest, if not the largest selection of wedding supplies online. Believing that SEO is a more-even playing field than other advertising methods, Weddings with Class jumped head-strong into the world of SEO.
Now six years old, the online-only retailer's business model was clearly dependent on the site's ability to rank in the search engines for the products being sold. The wedding industry is highly competitive and there are many "giants" in the market, all competing for the top positions in Google. In addition to competition, the budget available for Weddings with Class was a fraction of the size used by the competition.
The strategy began with a complete assessment of the Weddings with Class website to ensure that it was "search engine friendly" and the search engine spiders were able to easily access all the pages of the website. Once the website was clearly able to compete in the market, the next step was to evaluate the competition. In order to bring down the competition, it is vital to know how the competition has achieved their positions. Baldy Dog compiled an exhaustive competitive analysis on the websites that were dominating the top positions in Google for the keywords pertaining to the industry. With this essential information and to compensate for disparity in the budgets being used, Baldy Dog's approach was to focus only on 20 keyword phrases that were determined to be highly beneficial to Weddings with Class.
After learning what techniques the competition was using to earn the top positions in the search engines, Baldy Dog was able incorporate a variety of tactics so as to appear natural to the search engines. And because most of the competition was dispersed over a wide range of keywords, Weddings with Class was able to concentrate on a specific niche within the industry and build on those achievements. Since Baldy Dog was only focusing on one area of the wedding industry, this made the site appear as an authority within that area, thus making it easier to spread out to other areas within the industry in a matter of time.
Due to this strategy, Weddings with Class is now receiving the benefits of being on the first page of Google for not only the niche keyword phrases they targeted in the beginning of the campaign, but for many of the broad keyword phrases within the highly competitive wedding industry. In the height of the season, "wedding accessories" & "wedding supplies" receives over 1400 searches per day in the search engines – Weddings with Class can be found on the first page of Google for both phrases.