We helped the UK's leading poster retailer recover from Google penalties.
A strategy for recovery
GB Posters started working with Quba in 2014 after experiencing a significant drop in traffic and sales from organic search. Quba diagnosed the loss of traffic as a Google Panda penalty and identified issues on the site that needed fixing to affect a recovery.
Our commercial analysis showed that the majority of revenue lost from organic search was from homepage traffic. By far the biggest non-brand keyword driving traffic to this page was “posters”. The penalty had dropped the search ranking for “posters” from #1 to #3, severely affecting traffic.
Other analysis showed that their poster frames product set was delivering promising traffic and sales from a #5 search ranking for the query “poster frames”.
We discussed these findings with GB Posters and defined three objectives:
- Affect a Panda recovery
- Regain #1 position for “posters” query
- Gain top 3 ranking position for “poster frames”
Technical expertise & creative content
Our Panda audit identified thin and duplicate content issues and pages with poor user experience. We provided GB Posters’ development agency with full instructions for cleaning up these issues.
We planned a content marketing campaign segmented around GB Posters’ most popular film & TV brands, piggybacking on key events such as season premieres to increase reach.
We produced innovative, visually-appealing content and used tailored email and social media outreach to gain links and coverage from authoritative fan sites with highly relevant audiences.
Regaining search rankings
A complete recovery from Google Panda penalty has led to a 57% year-on-year increase in organic search revenue.
Regaining #1 ranking for “posters” keyword resulted in a 33% increase in homepage traffic year-on-year.
Ranking improvements for “poster frames” keyword has resulted in a 73% increase in poster frame transactions and a 198% increase in revenue year-on-year.