BarkShop

SEO Case Study.

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THE PROJECT.

Barkshop: Dog Toys, Treats, and Gifts

BARK was founded in 2012 with its monthly dog subscription service, BarkBox. After crazy success with its subscription service, the company launched BarkShop.com in 2014 as a way to sell its BARK dog collections to consumers without the monthly subscription service. This includes dog toys, beds, treats, accessories, and more. Today, the company has shipped over 40 million toys and treats.

Services: 

SEO

Content Marketing

THE CHALLENGE.

Increasing Organic Presence and Conversions

While BarkShop's success as a subscription service pushed traffic to their stand alone eCommerce store, the company knew a successful online presence would require greater organic exposure. In order to invest in their organic presence, BarkShop needed an experienced eCommerce marketing partner that could aid them in building their program from the ground up. In the last half of 2017, the company partnered with Visiture for guidance in managing the company's SEO and content marketing initiatives.

THE SOLUTION.

Using SEO and Content Marketing to Build Organic Results

To start our engagement, our SEO teams took a deep dive into the company's analytics, backlink profile, and their eCommerce website. Through our initial SEO technical assessment, we were able to unearth massive issues with keyword cannibalization—the ability of search engines to crawl and understand BarkShop’s website—and structured data opportunities. We performed an intensive keyword research in order to better understand the search landscape and find correct keyword phrases for the company’s search initiatives to target.

We also discovered that many of the company’s top-level category pages, which are often the most valuable, were not displaying high in Google’s index. We worked with the company’s development arm to revise page titles and content in order to increase structural SEO. We also reworked meta information to increase the click-through rate on search listings and increase indexing.

Another big issue that we found during our technical assessment was the company’s poor site speed, especially when it came to mobile. Our team again worked with the company’s development arm to improve site speed through various best practices, including compressing images.

The resolution of these major issues helped users and search engines better understand and navigate the website. This led to an increase in click-through rates on search listings, better keyword rankings, and, ultimately, more revenue for the brand.

Content Marketing

Our goal with BarkShop’s content marketing was to get quality signals to its website through high-quality organic links and social media signals. Our first initiative was to do a thorough research of the industry and identify the best content centered around its product offering.

Once this research was complete, our content strategists went to work with BarkShop’s internal team, creating compelling content that would resonate with the company’s target audience. We focused this on its specific, timely content that was centered around the company’s industry and tied in with its product offerings.

After the content was created, our outreach specialists worked on pitching it to key websites with high keyword relevance, domain authority, and social media influence. This process was then repeated monthly. During this time, we were able to acquire high-quality placements using the content generated. On average, our team was able to secure six pieces of coverage with an average online readership of over 200,000 and an average of 14 links from coverage.

THE RESULTS.

Increased Organic Performance

Overall, this was a very successful initiative for BarkShop and Visiture’s SEO team. In addition to increasing their organic revenue by 35% in just 6 months, we also helped to increase their backlinks by 182% (since management began), increased keywords in positions 4-10 in Google by 208% and increased their referring domains by 17%.

Not only that, but we were able to get Barkshop in the #1 rank for the keyword "Dog Toys" which has over 45,000 monthly searches.

172%

Increase in Total Keywords

359%

Increase in Organic Search Traffic

35%

Increase in Organic Revenue

287%

Increase in Positions 1-3

Not only that, but we were able to get Barkshop in the #1 rank for the keyword "Dog Toys" which has over 45,000 monthly searches.

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Conclusion
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Visiture has been a true partner for us from the beginning. They helped us every step of the way and their expertise in SEO helped us to take our company to the next level. The success that we have had with their SEO program has brought our company a ton of value and we are excited to see how our company can grow with our partnership with Visiture.

Corey Bruce
Acquisition Marketing Manager at BarkShop

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