Baby MORI is a premium baby clothing online retailer. They position themselves at the forefront of the luxury baby industry and help to deliver a better night’s sleep to families around the UK and US with their super-soft baby sleeping suits.
Mori partnered with us in order to improve SEO performance and increase revenue generated through organic traffic. As such, we set off to improve the performance of their website ‘blog’ section and to deliver a technical SEO strategy that informs their wider marketing strategy and drive organic sales. MORI clothes are the absolute premium in their market. The challenge therefore, was to drive quality, market-qualified traffic to their unique products.
Our SEO and content team devised a strategy to help MORI reach their target customers, using content to position them in the luxury childrenswear market.
Our strategic approach began by focusing on improving their overall site health by identifying and working through issues raised by a thorough technical SEO audit. Using the data from this audit, paired with insights from Google Analytics, we created a multitude of customer personas to ensure MORI’s withstanding touch points were effectively reaching the MORI consumer.
In order to establish high rankings and increase visibility and conversions across valuable category pages, it’s critical that content has expertise, authoritativeness and trustworthiness (known in the SEO world as EAT).
We therefore exploited a recent google algorithm opportunity which increased the number of times the ‘people also ask’ search feature appears in search. Combining these findings with keyword research, we were able to find the most commonly asked questions around a specific topic to ensure our content was relevant and was going to drive as much traffic as possible.
As with any other ecommerce site, the most important pages to increase visibility on are the category pages which make up the majority of conversions. We researched the background behind MORI’s best selling product; the ‘Clever’ Sleeping Bag and analysed buyer intentions.
We managed both the British & US MORI sites and in our initial analysis found that the copy across the UK and US sites was duplicate.
Naturally, key terms in the US and UK differ greatly. Therefore, extensive research into US-specific terms was carried out and implemented in meta and on-page content across the US site to improve organic performance.
*2018 vs 2019