A multi-brand retailer ranks for the brands it sells
An online store that sells other companies' brands was stuck below those brands on their own name searches. Dedicated links for each brand tripled its impressions and lifted clicks by 40%.
The results
Where things stood
The client is an online store that sells products from many brands under one roof.
For a store like this, some of the most valuable searches are brand names. Someone who searches for a specific brand often wants to buy it, and a retailer that ranks for that search has a good chance of making the sale.
The store's rankings for those searches were low. The brands it carries have their own websites, retail outlets and physical stores, and those ranked above the retailer. When people searched for a brand, they found the brand's own site and its other outlets first. The retailer sat far below them.
On a brand-name search, the brand's own site will almost always rank first.
The realistic goal for a retailer is the spots right below it, and that's where the store was missing out.
What we did
We started by working out which brands to focus on. We looked at how many people search for each brand and how much room the store had to climb for it. That gave us a list of brands where better rankings would bring in the most traffic.
Then we built dedicated links for each of those brands, pointing at the store's page for that brand. Links from other sites are one of the main ways Google decides which pages to trust. A brand page with good links pointing at it has a much better chance of ranking near the top for that brand's name.
Every link was earned by hand. We reached out to sites in the client's field, and a person checked every site for traffic, topic fit and link history before we pitched it. We added links at a steady pace, because a sudden spike looks unnatural to Google. Focusing on brand pages, and not only the homepage, meant each link helped a page that could bring in sales.
What changed
For 87% of the brands it sells, the store now ranks right below the brand's own site. That's about as high as a retailer can expect to rank for someone else's name.
What other retailers can take from this
If you sell other companies' products, their brand names can be some of your best searches. They're also some of the hardest to rank for, because you're up against the brands themselves and every other store that carries them.
The goal is to be the first store people see below the brand. Picking the brands with the most to gain, and building links to those pages, is a practical way to get there.
More success stories
A nutrition retailer gets mentioned more in AI answers
This online store was losing AI answers to the big marketplaces. We got it named far more often on the sites AI tools learn from.
41% more mentions on ChatGPTRead the story ›ChatGPT now picks a budget jewelry brand in head-to-head comparisons
AI tools kept raising doubts about a fashion jewelry brand's quality. A six-month campaign changed how they compare it with rivals.
ChatGPT now picks the brandRead the story ›A luxury brand starts showing up in AI answers
A luxury brand was missing when people asked AI tools for the best brands in its category. In three months, its mentions and sentiment went up.
Sentiment score up from 67% to 74%Read the story ›Want to know where your store ranks for the brands you sell?
Book a discovery call and we'll show you.
Book a discovery call