Case Study:
Rimmers Music

SEO / Ecommerce

Using Effective On-Site SEO To Drive Sales For One Of The UK's Leading Musical Instrument Retailers.

The Project

Rimmers Music are one of the UK’s leading independent retailers of musical instruments with a number of bricks & mortar stores across the north of England.

When Rimmers approached us they were looking to improve their online presence & grow their online sales to support the sales within store. They were additionally looking to grow visibility for their music schools which operate in & around their stores in the north of England.

The project for Rimmers combined on & off-site SEO designed to help grow the overall authority of the website through a combined content & link acquisition strategy. Within the first six months we had started to grow the businesses online presence & drive an increase in online sales across the board.

Our Approach

Our strategy for Rimmers combined an approach for on & offline SEO & included:

– Technical SEO reviewing the current technical set up as well as maximising the faceted navigation to ensure we were getting visibility to key products without wasting Google’s crawl budget

– Utilising Digital PR to drive high quality links into the website (prior to this the website had little/no quality links)

– Creating an effective content strategy to build out expertise driven content across key category & product pages to enhance the website’s overall E-A-T signals

– Improving key internal link connections to ensure that newly acquired link equity was passed effectively through key pages on the website.

Content Strategy

Content strategy played a key role in developing an effective SEO strategy, in particular allowing us to create fresh and relevant semantically linked content across many of our key product/service pages.

Our content strategy for Rimmers included developing not only key on-page content but also thematically linked content through building out content clusters, related articles and topics. As a result, we were able to boost topical relevancy and positioning for several of our targeted areas.

Content played a key role across our strategy for Rimmers helping us to develop key topical clusters and build out expertise across these areas.


Digital PR & Link Acquisition

Improving the website’s link profile was our initial approach to building expertise across the website & we did this by utilising a combination of traditional outreach through newsjacking & thought leadership, in addition to some fun campaigns including brainteasers.

Our Digital PR approach focused around relevancy – ensuring that every piece of work that we did linked back closely to the theme of music or musical instruments & by taking a relatively light hearted approach to campaigns along with some expertise-driven thought leadership & store press we were able to create a link profile which clearly demonstrated the key E-A-T values that we were trying to achieve.

Links Achieved In 2022
0 +
National Daily Newspapers
Average Domain Rank

Our Coverage

Revealed: The Must Have Gifts The Men In Your Life Will Love This Christmas

With Christmas Day just weeks away, you don't want the stress of leaving it until the last minute to find the perfect presents for the men in your life.

Rockstar quiz: Can YOU Name 16 Iconic Stars In Brilliant Puzzle Quiz

Rockstars can easily be identified by their iconic looks and incredible voices - but can YOU name these stars in this brilliant puzzle.

Find The Angry Caroler In This Christmas Themed Puzzle

Since we'll be avoiding crowds this holiday season, one puzzle has turned the joys of getting together into a Christmas-themed game.

FESTIVE CHEER Christmas Brainteaser Asks YOU To Spot The Grumpy Boy Hidden Among The Festive Crwod & It Takes Most Over Three Minutes

Christmas might be a little different this year but you can still enjoy the festive spirit with this holiday-themed brainteaser.

The Results

Top 3 Ranking Positions
Increase In Top 10 Rankings YOY
0 %
Links Built
1 +

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