Search Engine Optimisation Case Study - Chica Ho
Chica Ho is an upmarket retail boutique store of exclusive premier brands based in the pictuesque village of Woodstock, Oxfordshire.
The brands include 0039 Italy, American Vintage, Bensimon, Faulke, Brax, Guess, Odd Molly and Notify.
Based in Woodstock the company is ideally placed to capitalise on the local affluent population as well as the tourists visiting Oxford and Blenheim Palace every year.
Chica Ho had a website highlighting the various upmarket brands but had a very low profile as it didn't appear in the search engines for either its brands or its location.
Although the store is ideally located, Chica Ho's website had no visibility in the search engines. Much of the tourist trade was only through people passing by the shop whilst in Woodstock.
Chica Ho wanted to become a destination shop for its premier brands and as a result needed to be high up in the search engine results.
As a consequence visitors to the area, especially Oxford and the Cotswolds, looking on the internet for the exclusive brands could find the shop and visit it.
In 2007 Website DNA was requested to carry out a search engine optimisation project on the company's website. The aim was to achieve Page 1 on Google's organic search rankings for the exclusive brands.
Website DNA carried out a keyword analysis to identify which phrases were actually used by visitors searching on the internet for the brands stocked by Chica Ho. For example "guess jeans" and "odd molly" received on average 780 and 420 searches a month respectively. A competitor analysis was also carried out so as to ensure the Chica Ho brand pages would appear higher in the organic rankings.
Once the phrases were identified the web pages text was re-written and the individual brand web pages were re-coded to ensure they were optimised for both the individual brands and the Oxford location.
