N.Peal | How Seasonal Content Increased Sessions by 63%

We have been working with N.Peal to optimise their existing website performance, with a focus on optimising content ahead of peak season, which for N.Peal, is Autumn/Winter and the post-Christmas sales period.

The Challenge

Summer is a difficult time for the cashmere industry. Searches plummet and people shift their focus from cosy jumpers to lightweight t-shirts and swimwear. That’s why we optimised the existing “Why Cashmere is Perfect to Wear in the Summer” blog to help drive traffic for those that are still interested in wearing cashmere throughout the warmer months.

How did we identify the opportunity?

Through analysing the trend of summer-related cashmere keywords, we noticed that search volume begins to increase in April. We also noticed that the current blog on the N.Peal website was already ranking for these keywords, but could do with a push to reach the top of page one.

What did we do?

To help the blog, we looked for relevant keywords, such as “summer cashmere”, “cashmere in summer” and “can you wear cashmere in the summer”, in January so that the page could rank in time for the summer season.

Through adding quality content, keyword optimisation, and internal linking, we helped build the page ready for the summer, and by the time April came around, N.Peal were ranking position one for all of these keywords.

Here’s what we achieved

Not only have N.Peal retained position one to this day, in the keywords’ period of ‘peak’ searches, N.Peal received a featured snippet, which helped boost the blog’s click through rate (CTR).

When comparing the last six months to the previous period, this N.Peal blog had seen:

• An 83% improvement in impressions
• 63% improvement in sessions
• 20,000 impressions and a click through rate of 4.4% 

The page managed to convert traffic to sales, something the page wasn’t doing previously.

The products purchased were all items perfect for summer and included women’s cashmere cardigans, sweaters and t-shirts.

Final Thoughts

If you’re inspired by this case study and looking to boost your rankings, or have a website that sees a similar seasonal effect, book a FREE 30-minute consultation with one of our experts. 

Or, if you want to discover more stories on how we’ve helped other clients, click here.