Social case study

1. WHSmith.co.uk
Back to School
Delivering natural search results through
link building & social media engagement

2. The Challenge
The challenge: To improve rankings for selected ‘Back to School’ and stationery
keywords, driving new visitors and sales to the WHSmith website.
There was an Little natural
visibility for key
opportunity to products
increase market
share through
boosting natural
Little visibility
search results for for “Back to
key campaigns and school” term
building positive
brand sentiment in
social arenas
Prominent
negative brand
sentiment only

3. Our Approach
Infrastructure Campaign
Detailed SEO key
Effective outreach
word insight
Proprietary target Engaging
site SEO value reviews, competitio
ranking process ns & content
‘Back to School’
On-going supportive
related offers &
SEO on site
valuable links
Targeting bloggers and sites with SEO value to
produce informative and engaging content
gaining high value links to targeted
keywords, and positive brand mentions.

4. Coverage and Link Examples
Examples of some of
the ‘back to school’
coverage we achieved
through parenting
sites, niche style and
brand blogs and lifestyle
sites
Engagement included 49 quality links to targeted keywords, 4
advertorial placements, 229 Social interactions

5. The Results
Rankings on 5 terms Moved to page 1, top 5!
- ‘Filofax’ from 9 to 3 - ‘Moleskine
Notebooks’ from 18 to 5
Year on year organic visits to the ‘Back to School’
page are up 273%