Biscuiteers case study

A luxury edible gift brand specialising in hand iced, bespoke biscuits, cakes and chocolates

ThoughtShift provided SEO & PPC services

The Situation

Luxury biscuit gifting brand, Biscuiteers, wanted to increase sales from their website on the same budget despite an influx of competitors in their industry.

The Solution

  • Keyword research identified opportunities to rank on page 1 of Google for highly relevant keywords including “iced biscuits”
  • Meta data optimisation applied the target keywords to title tags, meta descriptions and headings
  • A range of seasonal audience-led campaigns were set up in order to take advantage of seasonal search traffic such as targeting the corporate Christmas gift market which drive larger orders
  • Monthly linkbuilding included baking, food and mum blogger outreach and a variety of community engagement to increase the variation and value of the inbound links
  • Implemented callout extensions for PPC ads and upgraded the site links to enhanced site link extensions, increasing the click through rate and keeping the cost per click down
  • Optimised PPC campaign by location and time to increase Quality Score and conversions

The Results

New organic users increased 90% year on year

  • New visitors from SEO increased 90% year on year
  • SEO revenue increased by 77.88% year on year
  • Page 1 of Google for “corporate Christmas gift ideas”
  • PPC spend decreased by 23% year on year

“Our search engine marketing campaign from ThoughtShift is a great success story. We’ve increased eCommerce SEO revenue by 77% year on year with 90% of SEO traffic being driven from new visitors. This was achieved whilst reducing our Google AdWords spend to provide a better overall return on investment from search.”

- Becky Lynch, Head of Marketing, Biscuiteers
Biscuiteers screen shot

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