Rapha SEO Case Study

225% phenomenal sales growth!

In fact, the results have been exceptional. We’ve seen overall organic traffic rise by 45%. Branded organic traffic has risen 35%, but non-branded (SEO) traffic has risen by a massive 71%.

225%INCREASE IN SALES

71%NON-BRAND ORGANIC TRAFFIC

35%BRAND ORGANIC TRAFFIC

£55,000INCREASE IN A SINGLE MONTH

Rapha

Rapha’s cycling clothing and accessories are known for blending style with optimum performance. Based in London, the brand has worldwide appeal – and Rapha’s team asked us to increase that global engine results for generic cycling terms. This would give them a greater footprint online and increase customer acquisiton and sales.

We started by ensuring the Rapha site had the elements it needed for strong SEO performance, including relevant keywords. And then we applied these on-page principles across the shopping section of the site too.

What was the the objective?

1. To increase online visibility for commercial key terms

2. To increase sales via the organic traffic channel

What was the challenge?

With a new website in place for Rapha, we were encountering a lack of established links and a lack of domain authority as well as ensuring that the user journey through the website and checkout process was as smooth and efficient as possible.

We also had to ensure that there were no duplicate products on the website. Another challenge faced was ensuring there were indexable pages in place on the website.

Our Process

By initially targeting 11 carefully researched terms for link building, we aimed to build authority within key product and category pages.

As the strategy evolved, we built links into as many of the category and product pages as possible.

This approach lifted each page up the search results, producing better rankings for short keyword phrases as well as delivering more niche long-tail keyword traffic. With the number of keywords driving traffic to the Rapha site growing exponentially, traffic increased markedly.

57%

Increase in total sales

“We’ve been delighted with the work that Infinity Nation has done for us over the last two years. Online marketing is core to our business and they have provided excellent ideas and commercial rigor to our internal team.”

Simon Mottram Simon Mottram