SEO Case Study

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Links Achieved In 2021
0 %
Increase In Top 10 Rankings YOY
Top 3 Ranking Keywords

The Project

Watches2U is the UK’s leading independent retailer of watches, sunglasses & accessories. Since 2002, Watches2U has been selling watches around the UK and to over 31 countries worldwide & is quickly becoming known as one of the largest online watch retailers in Europe.

Over the last six years we have worked closely with Watches2U to develop their online presence, most recently through SEO. Watches2U wanted to grow their online presence substantially to be one of the UK’s largest retailers of watches & sunglasses online & in addition, they wanted SEO support to grow their organic visibility while recovering from previous penalties.

Our Strategy

The initial strategy was multi-faceted, but we focused on the following:

– Identifying competitors within each marketplace, building opportunity graphs based on keyword difficulty & volume & using these to inform our strategy & reviewing the existing marketplace

– Identifying key performance products to maximise efficiency

– Understanding how we could upskill & utilise the in-house team to not only support the SEO process, but to also ensure that every activity that was undertaken had digital in mind

– Undertaking a full link audit to purge previously acquired poor quality links & remove any related penalties.

Key Areas

Link Acquisition

Link acquisition & product coverage played a key role within the SEO campaign as previously the website had suffered from a poor link profile & this needed to be fixed quickly!

Our approach was a mixture of Digital PR techniques ranging from Product Placement & Campaign work through to Newsjacking & jumping on trends – this allowed us to not only promote some great referral sales through to the website through top 10 lists & independent features such as The Sun Savers – but also to generate a good range of links from top tier publications to help grow the overall strength of the link profile. 

Technical Optimisation

Given that the Watches2U website was built to serve over 31 different countries, technical optimisation, particularly around cannibalisation & country targeting was essential to be able to ensure we were maximising exposure across each region.

Our technical approach included basic auditing of the website, evaluating the existing faceted navigation & URL structure to ensure this was maximised, reviewing internal linking & crawl as well as developing a clear internal linking strategy to improve how equity was passed through the website.

In addition, we undertook Server Log Analysis to optimise the crawl budget & ensure that the website was best placed to perform well across each of it’s regional targets.

The Results

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Links Achieved In 2021
0 %
Increase In Top 10 Rankings YOY
Top 3 Ranking Keywords

Link Acquisition

0 +
Links Achieved
Average Domain Rank
National Daily Newspapers

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A millionaire, who lived on takeaways while running his watch business, ballooned to 25st - but now he's unrecognisable after a gastric band.


We have been working with Cedarwood for many years now. We have always found them to be knowledgeable & at the forefront of their industry. In a highly competitive industry we have maintained exceptional growth thanks to their expertise in digital marketing.

Our campaigns have been optimised to way outperform the market and are continually refreshed to adapt to all external factors. I have always found them to be honest & direct.

I would have no hesitation in recommending the team to anyone seeking digital marketing expertise.

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