"The recommendations and consultation from the TopRank Marketing team have helped us exceed our goals and expectations for our blog, resulting in increased visitors to our online store."
Ryan Safady
J&O Fabrics Store

BtoC Retail SEO Case Study

Situation

J&O Fabrics, one of the largest retail fabric stores in New Jersey, provides a variety of retro and novelty fabrics for quilting, tapestries, draperies, and upholstering. A traditional, family owned brick and mortar store, J&O Fabrics made the decision to launch a website and online store in 2004 to increase brand awareness and sales.

Shortly after the website launched, J&O Fabrics engaged TopRank for a Retail SEO program to identify target keywords and optimize jandofabrics.com for increases visitors from search engines looking to buy fabrics online.

Solution

To help the newly launched website gain visibility online and drive qualified traffic, TopRank implemented a search engine optimization (SEO) program targeting the audience most likely to buy: retailers, wholesalers, quilters, furniture upholsterers, and seamstresses across the United States.

The TopRank optimization program included:

• Competitive analysis
• SEO strategy
• Keyword analysis and research
• Technical analysis of the site
• Content optimization and recommendations
• Ongoing link building campaign
• Ongoing content marketing
• Ongoing audit of SEO implementation
• Social media content promotion
• Web analytics reporting

With over 40 years of experience in the fabric business, J&O Fabrics had a wealth of knowledge to share with its customers. TopRank implemented a company blog enabling J&O Fabrics to speak to and interact with its customers by archiving its newsletter online and offering unique fabric ideas, tips and tricks of the trade.

Results

As a result of TopRank's search engine optimization, link building and content promotion efforts, the J&O Fabrics website and blog now have over 60 top ten rankings for targeted keyword phrases across the major search engines. More importantly, organic search referrals from the top search engines account for over 80% of traffic for J&O Fabrics, resulting in an increase of unique visitors to both the website and blog by 214% since August 2006.

The J&O Fabrics blog continues to be a top traffic driver for J&O Fabrics, averaging over 10,000 unique visitors each month, by offering new and unique content to engage visitors.

Key Retail SEO Services From TopRank: