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Viking Optical Centres

Ethical SEO for an ethical company

  • +4,684% Online sales
  • +545% Overall users
  • -63% Bounce rate

Services

Completed Date

Viking Optical Centres are independent optical equipment suppliers. Featuring ranges for binoculars, telescopes, monoculars, all the accessories, and more. As well as stocking products manufactured by the likes of Swarovski, Zeiss, Leica and Kowa, they’re part and parcel of the Viking Optical Group who also manufacture their own line of optical equipment and have been in the industry for over 30 years.

The Goal

In June 2020, we jumped on a Zoom call with Paul and Tom. The team have an ethical approach to the way they work they, supporting several non-profit wildlife base organisations with a percentage of their profits, allowing them to aid the protection of wildlife and give back to habitats in need.

However, with their two physical stores needing to close due to Covid-19 and their website laying dormant, they really needed it to start pulling its weight in order to continue delivering throughout this period.

From our very first conversation, it was clear that acquiring new customers was the main priority to drive orders. Our research highlighted that there were a considerable number of searches for the optical equipment Viking Optical Centres sell, furthering the need to be the first choice for customers.
What We Did

Restructure

Before creating a strategy, the first port of call was to understand why Viking Optical Centres were not ranking in Google. An audit enabled us to determine that more clarity was needed on the site for both Google and the user as to which products, ranges and brands they sell. We restructured the website to deliver results to the user in fewer clicks, added new landing pages to highlight the products they sell, and cleaned up the conversion journey to make this simpler.

What We Did

SEO best practices

It’s very easy to overlook the technical SEO fundamentals, but these practices have stood the test of time and still play a critical role into how well bots can read your website and winning points in their scoring system for user experience.

Ignoring these can cost you, whereas addressing them can lead to quick wins that pay tenfold.

What We Did

Take the pressure off organic

We know that SEO is the long game. It takes time to build steady foundations and momentum.

Based on the search volumes, intent and competition, it was a no brainer to set up Google Ads campaigns to target the same search terms we were chasing in the organic results.

Confident in our new structure, improved user journey and clearer conversion routes, we ran a combination of text ads and shopping ads for Viking Optical Centres and it was like someone switched the lights on finally.
The Results

As a result of their digital marketing strategy, Viking Optical Centres are prominent in the Google SERPs organically, as well as in the paid ad results since setting up Google Search and Shopping ads. Both of these combined have led to a huge 4,684% increase in sales in 2021 compared to 2019.

Since working with the guys at Viking, we’ve gone on to manage sister company Viking Optical too, building them a new website and working to strengthen both brands.

If you enjoyed exploring this portfolio, we’d be delighted for you to share it with others. And if you’d like to see how we can deliver similar results for your business or project, please don’t hesitate to get in touch, we’d love to discuss what we could create together.

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