+708% search impressions
+138% click-throughs via search
24 keywords ranking on the first page of Google
The Yellowball design team built an e-commerce website with a membership platform for Ballet with Isabella. At the same time, the SEO team optimised key landing pages and began uploading blog content, so that the new website would be equipped for success in organic search once launched. By increasing rankings for relevant transactional keywords, there were 299 purchases via organic search over the first year of the campaign, which comprised 28% of all online purchases over this period.
The SEO team’s content strategy utilised a pillar model, which involved writing longform guides on three key tenets of ballet: enhancing movement, strength and conditioning, and equipment and wardrobe. These pillars are then supplemented with shorter content pieces that delve into subtopics. Through strategic internal linking, these pieces created a network of content that boosted the website’s authority in the eyes of Google – increasing clicks via organic search by 138% over the first year of the SEO campaign.
Our SEO campaign for Ballet with Isabella has also leveraged Isabella’s YouTube channel, which has nearly 20,000 subscribers. This has included transcribing interviews with famous ballet dancers and posting them on the blog. This is a testament to how we treat SEO as part of a holistic approach to online marketing and will tailor our campaigns to reflect our client’s unique selling points and place in the wider market.