Improving Organic Traffic & Ranking Through Link Building, Technical SEO& Optimisation

Shoezone Case Study

The Client

Shoezone is a well-known UK budget footwear retailer. Operating over 330 stores nationwide with 2,500 employees, they have an annual turnover of approximately £156 million and sell around 16 million pairs of shoes every year.

The Challenge

Shoezone needed to reverse a trend of declining organic traffic and repair a backlink profile damaged by a history of low-quality link building.

The primary challenge was a lack of authoritative inbound links and several missed on-page optimisation opportunities. Their search rankings showed significant untapped potential, but they needed a strategy to capture that traffic and turn it into real commercial growth.

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The Solution

We started the partnership with a comprehensive technical, content, and link audit to lay a data-driven foundation. We then executed a targeted strategy focused on technical improvements and high-quality link acquisition.

Technical & On-Page SEO

  • Targeted Keyword Strategy: We conducted deep keyword research to identify the most commercially valuable search terms for their retail categories.

  • Content Optimisation: We worked closely with the Shoezone team to optimise their existing page content and built dedicated information hub pages around their core product categories.

Content & Digital PR

  • Authoritative Link Acquisition: We developed long-tail content, targeted blog posts, and executed a series of creative digital PR campaigns. This approach earned relevant, high-quality backlinks and drove targeted traffic directly to the site.

The Results

  • +37% Increase in overall revenue

  • +42% Increase in organic sessions

  • 60+ High-quality links acquired

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