HomeSEOKickscrew Case Research: How an Ecommerce Firm Used website positioning to Outrank...

Kickscrew Case Research: How an Ecommerce Firm Used website positioning to Outrank the World’s Greatest Manufacturers


For those who’ve ever felt like there was no means your corporation may ever actually compete with the massive manufacturers, you’re not alone. 

It’s human to have doubts. It might even be good, typically, to be cautious. And it’s pure to look to your competitors and surprise how on earth they bought to be so profitable (and how one can get there, too). 

We’ve all heard the tales of the world’s most dominant manufacturers rising from garages and dorm rooms. These tales resonate with us due to a easy fact: 

Nice success tales usually begin with humble beginnings. 

I’m about to dive into a really particular case examine. It could be our most fun but. As a result of, it proves that it’s not about the place or how you start, and it’s definitely not about who your competitors is. 

Our HOTH consumer, Kickscrew, has greater than confirmed that with the suitable staff, the suitable instruments, and the suitable technique, something is feasible. 

The very best half? There’s no “commerce secret” behind their success, simply tremendous strong SEM that nearly any firm can use to launch themselves into the stratosphere. 

On this case examine, we’ll dive into the way it began, the way it’s going, and precisely what The HOTH did to assist a classic ecommerce sneaker firm 100xed their enterprise and compete with the likes of Nike and Footlocker. 

Kickscrew in 2019 (The way it Began)

Gary Hui, present Chief Development Officer of Kickscrew, got here to The HOTH in 2019. 

We’ve truly labored with Gary earlier than on different tasks. The connection and belief have been there, and Gary was assured in our potential to get outcomes.

This made us the straightforward alternative when it got here to selecting an website positioning staff to associate with. 

Kickscrew.com is a web-based ecommerce firm that sells classic sneakers.

On the time, they have been averaging about 15 gross sales per day. Not dangerous for an ecommerce shoe firm, however the Kickscrew staff knew that with the suitable digital advertising and marketing methods, they might do extra. 

(We knew that, too.) 

To be clear, all of those numbers are tremendous spectacular, particularly when you think about that they hadn’t completed a lot in the way in which in digital advertising and marketing earlier than. 

So, think about how far they might go together with the suitable website positioning technique

(Spoiler alert: they went far.) 

However, let’s start firstly. As with all our HOTH X purchasers, we kicked off (sorry not sorry for the pun) our Kickscrew advertising and marketing technique with an website positioning Audit.

The Kickscrew website positioning Audit 

As talked about, each new HOTH consumer will get a whole web site audit by one in every of our website positioning consultants. 

website positioning audits are the inspiration of any strong technique. It’s essential to know what your present wins are and your challenges so as to most successfully “enhance” your website positioning. 

Right here’s a baseline of what our preliminary audits study: 

  • Natural visitors 
  • Variety of rating natural key phrases (spots 1-100 within the SERPs) 
  • “Straightforward win” key phrase alternatives 
  • Competitor analysis 

After all, that’s not all the audit, nevertheless it’s the bottom of our preliminary technique improvement. 

Since I already spoke to their natural visitors (10,000 guests on common every month) and key phrases (roughly 40,000), I’ll leap proper to the “straightforward win” key phrase alternatives.

Figuring out Kickscrew’s “straightforward win” key phrases 

Not all the pieces in website positioning must be troublesome or drawn out. 

The HOTH defines “straightforward win” key phrases as those your web site’s already rating for in positions 4-30 (AKA, the primary three pages of the SERPs).

These are extremely helpful, as a result of they present that Google already sees your web site as related for these key phrases. You’ve already established some authority, so there’s no must “battle” for a model new place. 

As a substitute, you possibly can capitalize on these current key phrases through the use of them and variations of them in additional blogs and net pages. 

Listed below are among the main issues we do along with your “straightforward win” key phrases: 

  • Be sure that your on-page website positioning options these key phrases or phrases 
  • Add further, keyword-related content material to your web site 
  • Construct hyperlinks to those pages from prime quality, excessive authority, related websites 

The sweetness right here is that these key phrases aren’t powerful to establish (you possibly can even use our free key phrase software to do that), however are an enormous assist when growing your web site’s total rankings. 

This technique additionally works effectively with extra aggressive key phrases to bump a web site into Google’s coveted high 3 spots. 

Kickscrew’s aggressive hole evaluation 

After we discover the straightforward wins, the subsequent step in an website positioning audit is to carry out a aggressive hole evaluation (you are able to do this utilizing our free software right here).

That is the place we test in on the competitors. Any website positioning will let you know that competitor analysis is essential for website positioning. 

Primarily, we take a peek behind your competitors’s curtain as a part of your key phrase technique. What key phrases are they rating for that you simply aren’t? Which alternatives are you lacking? 

After we did Kickscrew’s aggressive hole evaluation, we discovered hundreds of key phrases up for grabs, together with: 

  • Yeezy provide 
  • Chucks 
  • Kicks on fireplace 

We’ll share on this put up what we did to ensure Kickscrew.com began rating for these phrases (and plenty of extra).

The Kickscrew website positioning Marketing campaign 

After the preliminary website positioning audit comes the technique (AKA, what the heck we’re going to do with this listing of key phrases?). 

HOTH Blogger

Kickscrew’s persistently ordered HOTH Blogger posts since they began with us 2 years in the past, and determined to ramp their content material up even additional by upgrading to Blogger Professional final yr (Blogger Professional is our even extra leveled-up HOTH Blogger product– the writers who curate your content material have already got a ton of expertise working and writing in your area of interest). 

Additionally they determined to take us up on our free provide to add the blogs to their web site, which is a good set-and-forget choice for companies or entrepreneurs who’d moderately not have to fret about formatting, including photographs, and optimizing the weblog web page itself for website positioning. 

HOTH Blogger and HOTH Blogger Professional are designed to perform the next: 

  • Hit your viewers in any respect levels of the gross sales funnel 
  • Get your web site to rank for a ton of longtail, intentional key phrases 
  • Set up legitimacy and credibility as an professional in your area of interest 
  • Create “linkable belongings” leading to much more backlinks to your web site

For example, among the posts we revealed for Kickscrew have been constructed across the following subjects that drove a ton of visitors to the location:

  • Sneaker care
  • The best way to put on numerous sneaker kinds 
  • The best way to resell sneakers 

HOTH Visitor Posts

Visitor posts are a enormous a part of the Kickscrew website positioning marketing campaign, and make up nearly all of their orders. 

We use visitor posts to focus on high-intent, bottom-funnel key phrases that customers are usually plugging in after they’re prepared to purchase. 

HOTH purchasers can select from quite a lot of visitor put up choices– wish to go by a excessive Area Authority? We bought you. Need backlinks from websites that generate a ton of visitors? Obtained you lined there, too. Need visitor posts on websites with a excessive DA and a ton of visitors? We now have that choice as effectively. 

Kickscrew determined to diversify their orders. They ordered visitor posts from each DA kind, visitors choice, and mixtures of the 2 (good). 

Additionally they boosted their visitor put up orders with HOTH Syndication, which redistributes high-performing content material to over 300 high-authority websites like information organizations and main publishers. 

Syndication is nice for constructing authority and model consciousness, and in addition, in itself, can earn new hyperlinks. 

In brief, Kickscrew didn’t maintain again. And the outcomes have been unbelievable. 

Kickscrew in 2022 (How It’s Going)

First, gross sales elevated. Not by a bit of. Not by a medium. Their gross sales actually elevated by 100x in 2 years. 

From 15 gross sales a day to averaging round 1,500 (over 2,000 this previous Black Friday). 

And their gross sales are projected to extend by one other 100% within the subsequent 2 years. 

On the whole, their key phrase attain principally exploded. I discussed that in 2019, they have been rating for round 40,000 key phrases. 

They’re now rating for nearly 200,000. With a big improve in key phrases rating in first-page and high 3 positions.

After all, this had an unbelievable influence on visitors. You’ll be able to test the graph beneath: 

They went from 10,000 month-to-month guests to over 650,000. 

Nice SEM methods take time, however they’re so price it. You’ll be able to see when and the way their web site’s visitors exploded.

As a result of hyperlinks are such an vital website positioning rating issue, in Google’s eyes, the visitor posts we wrote for them made the location extra authoritative. This drove visitors, which, in flip, resulted in additional hyperlinks from different web sites. 

Try how a lot their referring domains elevated: 

Right here’s the David and Goliath second I teased at first of this put up. 

Kickscrew is now rating within the No. 1 place for the key phrase “genuine air jordan 1.”

authentic air jordan kickscrew keyword
That’s increased than Nike. Greater than many of the main manufacturers. And that specific key phrase has a visitors potential of virtually 35,000.

Additionally…

Kickscrew is now ranked No. 5 for the key phrase “yeezys.” 


In addition to showing on the primary web page of SERPs with this key phrase, additionally they earned a visitors potential of 1.1 million folks. 

A couple of of our excessive area authority visitor posts used actual match key phrases however many used variations, ie: “price of yeezys,” “genuine yeezys,” “discovering yeezys,” and so on. 

website positioning builds on itself. Maintain investing and it’ll proceed to get simpler and simpler to make large features in authority, which ends up in extra clicks and conversions. 

Conclusion

Each enterprise requires a curated website positioning technique. 

That’s why if you come to The HOTH you get a crafted website positioning or SEM marketing campaign particularly designed for you so you possibly can attain your final targets.

This Kickscrew.com case examine highlights one in every of our most profitable purchasers. They not solely elevated gross sales by 100 occasions, are projected to extend gross sales by one other 100% within the subsequent 2 years.

Kickscrew beat among the world’s largest sneaker retailers by concentrating on, and rating for, particular key phrases. And so they weren’t shy about going after among the business’s best. 

It paid off. 

The truth is, the outcomes of their website positioning campaigns have been so spectacular that Kickscrew picked up a brand new investor: Alibaba

They’re now the recipients of the Alibaba Entrepreneurs Fund, a non-profit with the mission of serving to “Hong Kong and Taiwan-based entrepreneurs and younger folks notice their goals and visions for his or her companies and communities.” 

Evidently, they’re very enthusiastic about this partnership. 

I mentioned at first of this put up that there weren’t any commerce secrets and techniques right here. These outcomes come from the sorts of strong website positioning practices that each single one that indicators up for HOTH X will get as a part of our managed service. 

For those who’ve ever doubted which you can have a David vs. Goliath story like Kickscrew, don’t. 

After which give us a name. We’re right here to assist. And we like to see you win. 

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