Introduction
The German shoe retailer Deichmann operates an omnichannel business across several countries, including Hungary. Deichmann is positioned as a brand that consistently adheres to the latest fashion trends and is known for its extensive assortment and excellent value.
As their digital agency, Mito’s primary responsibility was to optimize the performance of Deichmann Hungary’s webshop. Our key services included content and technical SEO, as well as copywriting. Additionally, we provided support in dashboarding, reporting, and content management recommendations.
Objectives:
- Increase online sales, measured by eCommerce conversion revenue.
- Improve the organic positioning of selected categories to appear at the top of the first page (positions 1-3), measured by the average position of focus keywords.
- Strengthen the brand image by communicating its alignment with the latest fashion trends.
We strategically managed resources as our client operates in a highly competitive online industry. Certain project areas were driven by Deichmann’s headquarters, while others were led by the local branch. We tailored our approach to suit these circumstances.
As a first step, we conducted a website audit to evaluate organic performance. We then identified areas with inadequate traffic and prioritized them for potential organic growth opportunities. Our audit revealed that the website had strong rankings for Deichmann-branded keywords and had successfully achieved high positions for certain non-branded keywords. Despite this success, certain competitive but crucial categories lacked Deichmann’s presence on the first page of search results. We identified this gap as our key opportunity and knew immediately what to do next.
Current situation
Our main objectives were to outrank online competitors in important categories and enhance Deichmann Hungary’s visibility in Google Search.
We developed a content strategy focused on category page optimization, successfully meeting user demands and boosting keyword positions for both branded and non-branded terms by concentrating on topics with high search intent.
Throughout the process, we conducted extensive research and competitive analysis. This enabled us to identify key search phrases entered into Google Search by potential customers, such as ‘white sneakers’ and ‘women’s ankle boots’. Assessing the current performance of these keywords was crucial in identifying the organic opportunities available to us.
As part of our competitive analysis, we analyzed the tactics and keyword usage of competing shoe stores in our market. This provided insights into their strategies and helped us identify potential areas for improvement and opportunities for differentiation.
Seasonality was a key factor in prioritizing topics. We considered the timing needed for planning, research, and content creation to ensure categories aligned with seasonal trends and were published in time. For instance, spring categories were prioritized to ensure readiness for the season, thus meeting user demands and capitalizing on seasonal trends.
The final priority list and content calendar resulted from our data-driven approach, tailored to meet the client’s needs. This plan aligns with seasonal trends and user search intent, ensuring strategic positioning and maximizing organic opportunities.
To reach a broader audience, we implemented additional activities beyond our main strategy. For example, we wrote blog posts that aligned with seasonal patterns and our content calendar, targeting both general and specific search queries.
Our solution
Results
By crafting optimized descriptions for 98 different categories, we increased the average keyword position by a noteworthy 4.2 points. This strategic enhancement led to a considerable improvement in online sales performance, including a significant rise in organic sales, aiding the client in achieving its business objectives.
Thanks to these efforts, we also managed to boost page rankings for branded phrases of fashion brands that Deichmann distributes in Hungary. For instance, the brand category page for ‘Crocs’ ascended to the first page of search results from the fourth.
With Deichmann Hungary, we worked together seamlessly and built a solid client-agency partnership that secured the client’s confidence and cooperation throughout the project. The client showed a shared commitment to our success by swiftly reviewing and uploading content, demonstrating active engagement.
By implementing an SEO-focused approach (data-driven content creation) and through collaboration, our partnership with Deichmann Hungary produced noticeable outcomes, improving their online visibility and positioning in a competitive market.
In conclusion, although significant progress has been made, long-term success requires ongoing monitoring, evaluation, and optimization. In order to be competitive in the digital realm, proactivity and adaptability remain essential. These can be achieved through strategic link-building or smaller improvements, such as fine-tuning website content. Continuous optimization guarantees relevance, visibility, and ultimately, a competitive advantage in the digital marketplace, especially for e-commerce sites facing intense competition and rapidly changing customer behavior.
“We were completely satisfied with the cooperation and the results we achieved with the help of Mito. All of their work reflected their expertise and professionalism. I really enjoyed working with them; all of the colleagues I met are really dedicated to their work, very kind, and helpful. Not only are they good at performing their tasks to a high standard, but they also excel in how they organize their work—including time management and documentation—and how they treat their clients.“