Thread

The Challenge

Thread was already producing great Tips content that fit with their brand, and were sitting on a large number of images that were tagged up with incredible detail. However, they didn’t know how to fully maximise the potential of their content assets.

Our Strategy

We broke up our strategy into 2 parts:

1) The existing Tips content was performing well, but there was plenty of room to improve from an SEO perspective. There was also a lot of overlap between content and a lack of defined targeting. So, we did the following:

• Rolled out SEO training with the internal team
• Improved internal linking across articles
• Segmented the website to show how Tips content should revolve around more factual “how-tos” and “what is” content, and avoid targeting more inspirational terms

2) We identified a huge gap in Thread’s keyword pool for inspirational keywords. We created a dynamic content hub similar to a standard eCommerce website, but instead of showing products the listing feed was replaced with outfit imagery as shown here: https://www.thread.com/gb/outfits/men – this hub was also perfectly on brand for Thread who continue to use it throughout all marketing channels and promote it prominently in their mega navigation.

The Results

• 10x increase in traffic from content, top-of-funnel pages.
• Achieved rankings for top generic terms like ‘men’s outfits’ & ‘outfits’, competing with Pinterest.
• 30% increase in Tips articles and over 1700% increase in conversions and revenue from CRO blog recommendations.

(The image above shows the increase in traffic from content, top of funnel pages for Thread)

(This image shows how with our search-first content strategy, Thread achieved top ranking in SERP featuring alongside results from Pinterest)