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The Drum Awards Brand Strategy Awards Case Studies

How Reddico boosted The Cotswold Company’s non-branded, organic traffic

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By Awards Analyst, writer

December 7, 2022 | 5 min read

Reddico won Most Effective Use of Organic Search at The Drum Awards for Digital Industries 2022 for furnishing The Cotswold Company with non-branded organic traffic. Here's what made their job a success.

title card that says "furnishing the cotsworld company with non-branded organic traffic"

Reddico drove organic traffic to The Cotsworld Company's website / Credit: Reddico

The Cotsworld Company, a high-end furniture brand based in the UK, is highly regarded, but wanted its website to rank higher for commercial non-branded terms.

With low non-branded organic traffic and revenues, they turned to UK-based digital marketing agency Reddico. It wanted to take on its competitors, digital-savvy brands John Lewis & Partners, Wayfair and Made.com.

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The brief

Reddico’s challenge was to identify and resolve the obstacles around the website’s ability to rank for non-branded terms. To do so, the Reddico team devised a multi-pronged approach.

The idea

The first step was technical: ensuring that Google could properly crawl, index and render the entire site. Then, Reddico tackled on-page duties: creating high-quality content based on user intent and competitor review. This was followed by off-page work, strengthening the domain’s link profile and key folders so the site could compete with competitors.

After much work, the team discovered the root cause of why the website was underperforming: Google was unable to render the site due to the way it reads certain scripts.

The team amended everything from the ground up, from boosting backlinks, to providing marketing training in the forms of keyword guidance and creating optimized content.

The results

With the website’s newly improved platform and framework, its non-branded keyword ranking skyrocketed from 77th to 32nd place. Over 800 non-branded keywords now hold first-page rankings, compared to 59 just over a year ago.

Organic non-branded traffic increased from 1,633 clicks to 21,952 clicks per month – an increase of 1,224%.

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This campaign won at The Drum Awards for the Digital Industries 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.

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