Babyroad » Online Marketing Case Study

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Babyroad's growth online

Babyroad partnered with White Chalk Road in 2017 to grow both in-store and online sales. As Perth’s most experienced local supplier of everything baby and toddler, they had been operating a thriving retail store for over 20 years.

The challenge was to grow their online presence, in a diluted baby store market. With a website just over 12 months old, White Chalk Road put together a digital marketing strategy to not only grow their online presence but also to increase physical traffic to their Perth Showroom.

"We have been using WCR for a few years now and wish we had been using them from the start! They have boosted our online visibility, and have successfully increased our reach, engagement and conversions. If you are looking for a SEO, Search Marketing, Advertising and Marketing Automation - White Chalk Road are your people!"

Charmaine Morgan, Owner

The process

Babyroad came on board with us about 18 months after their new site was launched. To ensure the website was as SEO and user-friendly as possible we performed a technical SEO audit and provided recommendations to suggest new ways to further improve their results.

We worked closely with Babyroad and their web design and development team to put a number of recommendations in place. This included tasks such as a back-link audit, metadata optimisation and suggestions to further improve the buyer’s journey.

Technical SEO
Babyroad understood the importance of good quality content across the website. This included on the homepage and product category pages. White Chalk Road reviewed the content on key landing pages to make sure this content adhered to Google guidelines alongside being of benefit to the user.

We implemented optimised metadata based on our target keyword list and made sure all key landing pages were full of SEO friendly content which educated and enticed users to purchase and interact with the Babyroad brand.

SEO copywriting
White Chalk Road implemented both an on and offsite content marketing strategy for Babyroad. The onsite content marketing strategy involves updating the blog monthly with timely and useful information from website visitors. The purpose of the blog is to build up the content on the website, keeping it fresh and bringing in long-tail keyword traffic.

We also wanted the blog to be useful, interesting and entertaining for anyone visiting Babyroad’s website and encourage these users to share the articles. This blog content helps to build trust with potential customers and shares the Babyroad brand personality alongside showing they’re leaders in their industry.

The offsite content marketing is used to build Babyroad’s online reputation for the purpose of SEO but also in the eyes of new customers. As with the onsite blog, we research, write and outreach articles monthly that link back to the Babyroad website.

Link Building

The results

Before coming on board with us, and 12 months after their new website launch, Babyroad had overall keyword visibility of 44% on Google. With a focussed search marketing strategy, this increased to 75% in 12 months. The impact of this movement was obvious.

Organic traffic and conversions increased significantly and the ongoing content published to their blog broadened their reach and allowed them to hit hundreds and thousands of new keywords. The business has continued to grow from strength to strength.

Stats: Jun 18 – May 19 vs. previous year

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