We specialise in
four areas of SEO
By focussing on these areas
our work is more effective
Because the jack of all trades doesn’t get results
A solid website architecture is the key foundation for a successful SEO strategy. Our SEO tech specialists audit every aspect of your site to provide in-depth and insightful guidance, measurably improving any underperforming areas.
River Island is an international fashion brand with stores online and across the world.
River Island has a huge website with a number of very complex technical issues – at a scale of tens of millions of pages, nothing is simple. We helped to build and maintain their organic visibility by completing an in-depth audit that looked at every nook and cranny, uncovering issues that may have been affecting the crawling, indexing, or ranking of the website across every market. Following the audit, we provided on-going technical SEO analysis and support on a range of issues.
“Allotment Digital performed an excellent technical site audit for us. It is without a doubt one of the most comprehensive, creative and practical site audits I have seen.
We also worked with them on a number of separate projects where their technical knowledge has helped us to diagnose and fix a number of complex site issues. Allotment Digital are the go to guys for technical SEO. ”
The biggest influence on your organic rankings is digital press and online coverage where your customers see it – and we do that.
Motolegends is a Guildford-based online retailer of motorcycle gear – they carry only the best and coolest gear available.
links from influential sector-related sites
features in national press
entries from potential customers
A large proportion of Motolegends’ customers love the “cool” aspect of biking, including historical icons such as Steve McQueen and Marlon Brando. Because of this, a working replica of the bike that David Beckham rode across the Amazon in the BBC show ‘Into the Unknown’ was created to give away after a yearlong promotion period.
We worked with Motolegends to identify every blogger and journalist who may have been interested in the bike; put an outreach strategy in place; and trained their team to effectively structure and promote the competition for maximum SEO benefit. Bloggers were not offered any incentive to promote the competition – they covered the competition because they loved the bike and knew their users would, too.
Throughout the year the competition received more than 10,000 entries from people who matched Motolegends’ core demographic, helping cement their position as leaders in this market.
SEO is as much about what topics you rank for as it is how you rank for them. To effectively target your users, you first have to know how they research your product – and what attributes are important to them.
The Space helps artists and organisations to make the most of the opportunity that technology affords by increasing the reach of existing activity in innovative ways.
Increase in organic traffic
The Space’s mission is to develop and commission great art digitally. It supports artists and organisations in making the most of the opportunity technology affords by increasing the reach of existing activity in innovative ways, and by opening up art to new artistic experiences using digital technology.
The Space faced a unique challenge: lexicon had not yet been identified for movements and art forms in their infancy, making keyword optimisation of editorial and commission pages extremely tough for the in-house team. We were tasked with helping to build a large-scale lexicon of targeted keywords as well as providing SEO training to their wider team.
We discovered during research that many topics covered by the editorial staff focus on new and emerging concepts and technology. For this reason we took a very broad approach to keyword research, initially gathering over 136,000 keywords from a wide range of data sources. Using proprietary software and detailed analysis we were able to distil the list into a lexicon of 7,000 keywords.
“As an emerging sector overall, SEO for digital arts experiences is a very nascent area in comparison to optimisation for e-commerce or traditional digital media businesses. SEO within the arts is generally only focused on ticket sales, and knowledge is fairly limited. We had fairly specific needs that were hard to fulfil and from the beginning the team at Allotment Digital were smart, listened and happy to be both strategic and experimental in their approach, and got us up to speed very swiftly.
They worked hard, spent valuable time embedded within our team, and impressed both senior and junior teams in-house. Our approach improved leaps and bounds, technically, more strategic use of content creation, and embedding practical processes and knowledge within our in-house team, and with our partners in the sector.” More importantly, we enjoyed working with them, and my whole team’s knowledge improved enormously from our time working with them.”
To rank well your content needs to solve your customer’s problem. Content strategy makes sure you’re producing the helpful, clickable resources your customers actually need.
Nicole Farhi is a luxury clothing brand based in London
High-end brands have it tough with search engines. By definition, luxury products are beyond ordinary, “everyday” consumers, and so these businesses struggle to navigate search engine user behaviour filters.
For example, with Nicole Farhi we understood that to rank for high-volume terms such as, say, “maxi-dresses” was impossible. It yielded too few results, as most “dress”-category customers are typically looking for low-cost products, and these users send a negative signal to search engines when bouncing from a luxury website.
We went back to basics with Nicole Farhi to understand the brand’s core customers and their online shopping behaviour. By implementing consumer insight technology to assess the actual keywords they used to find suitable products (hint: it wasn’t “maxi-dresses”!), we provided a content strategy that focussed on the product attributes and content that Nicole Farhi’s customers actually care about.