The Company
Fluidfreeride is on it’s way to becoming a market leader within the electric scooter industry. Their handpicked and custom designed range of quality performance scooters combined with second to none customer service, positions Fluidfreeride in the top percentage of most trusted retailers.
The vision
Julian (founder of Fluidfree ride) has ambitious goals for the business to become the most reputable retailer online and expand their electric scooter portfolio, in line with increasing demand for quality products. With the rapid growth of this trend, he wanted to ensure he had everything in place to secure his ideal positioning
The next step
Following our implementation of highly successful advertising strategies and campaigns, it was agreed that the inclusion of SEO in their marketing strategy was the next logical step. This would enable Fluidfreeride to obtain their ideal positioning goal.
full spectrum end to end SEO.
To remain the top player in the industry, Julian understood that marketing investment into SEO was a necessity. As he didn’t have the appropriate in house resource or processes in place, the ideal solution here was full spectrum end to end SEO.
The Challenges
Lack of assets & losing market share
With a new website that still had a scent of “new car smell” and following our first audit, it was clear that ranking Fluidfreeride’s website (in its existing stage) would prove extremely difficult. While it was beautifully designed and user friendly, there was very little structure with mixed page optimisations and under performing key words. Primarily, the website was severely lacking in content, which we needed if we were to go after the large volume buyer intent keywords.
- A true and thorough understanding of this fast paced, trending industry was key. With the industry in its infancy there was a lack of data e.g keyword popularity. It would be difficult to build strong authorities links due to the industry being so young. We would have to direct our efforts to where we thought both the industry and customers were going based on critical research and analysis.
- In need of new content to open up opportunities to gain positions for highly competitive keywords
- Limited amount of assets that need repurposing
The Solution
Full Spectrum End To End SEO
We analyzed Julians long term goal; for Fluidfreeride to become a true market leader. We split this down into macro and micro goals, along with KPIs for each month. This ensured we stayed on track, consistently delivering toward the end goal.
We created a full 12 month project plan with detailed deliverables and tasks for our internal team, as well as collaborative actions for the clients in house team. This kept us one step ahead of the campaign and miles ahead of the competition.
We started with a full website audit to get a good understanding of what’s happened to each page (since conception) so we can categorize them with assigned action points.
To stay ahead of the competition we consistently audit the competitive market, locating emerging brands and colossal enterprise businesses that are adding electric scooters to their product listings. This included identifying leading media channels for potential affiliate collaborations.
Link profile audit and link building strategy meant analysing Fluid freerides backlink profile so we could see: ratio of DF/NF, quality of links, volume of links, and any potentially harmful links. Furthermore we analyze the closest competitors link profile and build a link building strategy that is aligned with the content strategy to make sure we generate the right type of link to the correct type of content.
We built multiple ‘content consumption personas’ to identify who reads the content, what their awareness level is and what content type would resonate most with this specific type of person. We created a content strategy and project plan combining the data from our research, audits, content persona and other content in the competitive landscape. Final outcome is a collaborative content calendar which outlines every stage of the content creation from detailed specification creation through to adding custom video and images. This allows Julian to keep his finger on the pulse and see exactly what’s happening without needing to request regular updates.
Creation of authoritative, in depth articles & including
- UX Design
- Re audit page after launch
- Infographics images and videos
- Ensuring every content consumption type is covered
Created onsite optimisation recommendations for current pages
We carried out technical audits and executed technical changes to improve the overall performance of the website.
Creation of outreach persona and initiation of outreach process for link building.
Initiating affiliate and influencer outreach
The heart of the campaigns:
Research
When we started working with Fluidfreeride, the electric scooter industry was still very much in its infancy and people were still learning about the product and what it offered, whats it’s uses are, the key benefits, how safe it is and much more. In order to come up with relevant topic ideations we carried out quality and in depth consumer research, tested electric scooters ourselves and get an understanding of what was important from the customers perspective when looking to buy specifically, a performance based scooter.
Snapshot
To ensure the whole website is functioning at its most effective, we segmented the pages into sections and created individual on page recommendations for each section. We re audited the sections after the in house team had made the necessary website changes, to ensure those pages are as optimised as they could be. These on page recommendations were built from a deep understanding or SERP intent research and paired with existing pages.
We broke the technical changes down into sections making sure we fixed all technical factors involved in website ranking. We started with the visibility of the website and worked through the architecture, url structures to SEO equity, link issues and social.
We mapped out a full strategy and content marketing plan that focused on taking high positions for high volume and buyer intent keywords. Usually focusing on optimising the existing on page content would be the first implementation but as it was mainly highly positioned branded search with low search volume we decided to focus on bigger keywords that would make a bigger impact over a quick win.
During the campaign planning process, google released one of its most powerful updates in years. From this machine learning update we created a process called the Serp intent research which includes everything you could possibly think of for qualifying keywords and matching content. We applied this new process to all the work we had already carried out to ensure a strategy that is effective long term.
SERP Intent
What is serp intent?
SERP Intent – Figuring out what consumers are looking for is only half the battle. The real mastery is figuring out why they are looking for it. And Google themselves already have the answer – we call this SERP Intent.
- Keyword research
- What – When – Why analysis
- SERP & Search intent (AI & Machine learning)
- Page Content Type Review
- Detailed SERP analysis
- SERP Referring domain quality and quantity review
- SERP Link quality and quantity review
A thorough understanding of our clients customers is what underpins a truly successful strategy with guaranteed longevity. It combines all awareness stages and intent with accurately resonating content.
As many of the keywords we go for are highly competitive we need specific types of focused content for each keyword. This requires a steady stream of content to be created and delivered each month. The content is then optimised with brand matching UX on final optimisations, such as schema.
We put together a content calendar that was built using the topic ideation (done in the research stage) and matched this with the SERP Intent research. Each piece of content was created from a highly detailed brief which ensured the final content matched the requirements of both the searcher and Google.
For the more competitive pages, we ran multiple link building campaigns to run alongside evergreen assets that would generate links by themselves. For pages that this didn’t apply to we assigned a link building campaign built from live SERP and competitive page data. This process involved creating a persona for outreach and was split across multiple outreach campaigns.
The Results
381%
Increased 1-3 Positions
354%
Increased 4-10 Positions
251%
Buyer intent Organic Traffic increased
166%
Increased transaction count
Brand Building
Able to focus on building their brand by introducing a new range of product models including a branded one.
New Team Members
Bringing on new team members and training them to offer the quality of customer support inline with the brand.
More Market Share
Gain higher market share and further established as a market and industry leader
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