Home, leisure and garden retailer looks to increase online presence and compete directly with other retailers on price and product portfolio
The Range, which is one of the fastest growing retail businesses in the UK currently with 51 stores, is looking to significantly increase its presence online as its aims to compete with other retailers in the sector such as Wilkinsons.
Guava has been tasked with delivering a combined search engine optimisation (SEO) and pay-per-click (PPC) campaign designed to deliver on three core objectives: increasing online sales volume, building natural search rankings across multiple key phrases, and generating visibility around specialist product ranges such as arts and crafts.
Following a detailed analysis of The Range website, Guava will deliver its first online recommendation reports, outlining the key technical changes that need to be made to ensure that site is clearly visible to search engines.
Increasing web scope and visibility
The SEO element of the campaign will be supported by a creative link building strategy to ensure The Range’s website and content can be discovered through the widest range of search terms.
The PPC activity is intended to then help reinforce The Range’s natural search rankings by providing visibility higher up web pages, thus increasing the links through which visitors can access the site.
Mark Andrews, e-commerce manager at The Range, commented: “We’ve been heavily focused on expanding our physical business and now online is a strategic priority for us, as it represents a significant sales channel and opportunity.
“Guava on has an excellent track record in helping to make major retail brands more visible online, and will enable us to significantly increase the proportion of overall sales which comes through the website.”