Academy Brand, From Brand Reliance to Broad Reach with MindArc

Academy Brand partnered with MindArc to expand beyond brand-driven search traffic. Through SEO optimisation, keyword strategy, and content marketing, the brand achieved a 159% increase in non-brand clicks, 35% growth in sessions, and a 27% revenue boost in 2024. This transformation highlights the power of strategic SEO in driving sustainable online growth.

Client

Academy Brand

Date

September 30, 2024

The Challenge

In a fiercely competitive market, Academy Brand faced significant challenges in gaining visibility for non-brand keywords, making it difficult to attract new customers and tell their story. Their organic visibility was driven by brand-only terms, resulting in a limited reach beyond their established audience. This reliance on brand terms meant that potential new customers searching for related products or generic terms were unlikely to discover Academy Brand. Consequently, their online growth was limited as they struggled to expand their market presence and drive traffic from broader search queries.

Additionally, the brand grappled with optimising their digital strategy to enhance user acquisition and engagement. The existing approach did not fully leverage the potential of search engine optimisation, leading to missed opportunities in capturing a wider audience. As a result, Academy Brand needed a comprehensive overhaul of their keyword strategy and digital presence to break through the competition and achieve sustainable growth.

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Actions Taken

Brand Repositioning Through Keyword Reviews
We conducted detailed keyword reviews and SERP analysis to reposition Academy Brand towards more relevant audiences. This involved identifying and targeting keywords that aligned better with the brand's offerings and audience interests.

Collection Page Optimisation
We optimised collection pages by refining meta descriptions, enhancing collection summaries, and building out comprehensive FAQs. This improved the overall searchability and user experience on these pages.

Creation of New Collections and Content
To address keyword gaps, we created new collections and content. This strategy helped fill in areas where the brand was previously underrepresented, attracting a broader audience. The content created sought to showcase Academy Brand’s knowledge and focus on quality materials.

Targeted Blog Strategy
We developed a targeted blog strategy focusing initially on relevant low-competition keywords while it built authority. This approach aimed to attract organic traffic by addressing topics of interest to Academy Brand's potential customers, and was then expanded out to bigger, more competitive topics.

Product Meta Optimisation
We optimised product metadata to better surface individual product details in search results. This increased the visibility of specific products and improved their discoverability.

Cohesive Paid Media and Organic Search Strategy
We implemented a cohesive strategy across paid media and organic search to prevent keyword cannibalisation and leverage free traffic. This involved monthly keyword adjustments, selectively targeting keyword groups (e.g., shopping ads vs. search), and closely monitoring competitor bidding to maintain a competitive edge while SEO efforts matured.

These actions collectively enhanced Academy Brand's visibility, attracted new customers, and solidified their position in the competitive fashion market.

The Result

We started working with Academy Brand in July 2022 and it took persistent effort over the first 6 months to achieve incremental gains. However, since early 2023 we have seen strong growth, particularly in the organic channel.

Key Takeaways

Focusing on Academy Brand's core selling points and positioning them as an authority in timeless fashion has brought significant benefits. This strategy has not only improved their Google rankings but also driven more qualified traffic. While the approach required about four months to start showing substantial results, the outcomes are promising. With numerous opportunities still ahead, we are excited to see the impact of the upcoming quarter's initiatives.