Angels (fancydress.com) Success Story

Background

Angels is a leading fancy dress retailer that commissioned a new website in August 2008. I Spy was engaged to ensure the site was search engine optimised and manage the transition from old to new site.

Client aim:

Develop and transition fancydress.com to a new search engine-friendly website that ensures the retailer is ranked high up the search rankings and ensure it stays there.

Strategy

Create an advisory manifesto with comprehensive, prescriptive advice on how the new site should be constructed and maintained.

Angels

Implementation

New site development:
URL rewriting – advising on the construction of website addresses so they are more conducive for search engine algorithms
Removal of duplicate content and redirects
Improved home page content and site architecture
Creation of user & XML site maps
Site launch:
Pre-launch testing
Post launch quality control – testing to see if implementation executed correctly and following up to action modifications
Monitoring and reporting of site indexing and performance – regular site checks to gauge whether fancydress.com was ranking highly for selected search terms

Results

Transition to new site was seamless as old pages redirected to new pages quickly
Improved site design resulted in higher keyword rankings in search engines
Overall visitor numbers increased 40% resulting in a proportionate increase in sales

Angels