Increasing Thread’s Conversions by 1,700%

Partnering with Thread

Thread is a leading women’s men’s fashion brand that was acquired by M&S in November 2022 to support the continued growth of the retailer. 

The Challenge

Whilst Thread already produced high-quality tips content that fit their brand and sat on a high volume of images that were tagged with incredible detail, they were unsure how to fully maximise the potential of their remaining content assets. 

With that in mind, our aim was to:

1. Showcase the value of SEO by conducting training with the internal team
2. Improve internal linking across the site, including existing blog articles
3. Segment the website to show how the Tips content should revolve around more factual content

Our Strategy

We delivered a 2 part strategy which involved:

1. Whilst the existing tips content performed well, there was significant room to improve it from an SEO perspective. We also identified a lot of overlap between content and a lack of defined targeting. With that in mind, we carried out SEO training with the internal team, set out a strategy to enhance the internal linking across articles, and segmented the website to showcase how the content could focus on “how to’s” and “what is” content to avoid targeting inspirational terms.
2. We also identified a significant gap in Thread’s keyword pool for inspirational keywords. With that in mind, we created a dynamic content hub, similar to a standard eCommerce website but instead of showing products, we replaced the listing feed with outfit imagery.