Dogwood London

The objective was to create a high-end retail brand in the equestrian sector to market a range of equestrian products which included riding boots, saddles and equestrian apparel. The brand was to be launched online initially with a mail order business to follow, before opening a number of retail outlets nationally in 2009.

Fuse were contracted to develop the brand identity and create a website which we would continue to optimise for around 600 products and 800 different search strings.

Our creative team developed the Dogwood brand and in 2006 the website was launched supported by some initial paid search to generate an initial order book. Our team of copywriters have since been engaged in writing detailed product descriptions, developing an editorial archive, the distribution of a flow of topical articles and regular news stories.  

Results

Correct implementation of carefully structured micro-sites, strict use of well-defined naming conventions within the site’s URL’s along with original product descriptions and solid use of H1 and title tags within a well-structured site architecture has helped achieve great results.

The site now generates healthy natural search traffic (95% of traffic is related to natural search) and has built up an impressive customer base. In eighteen months Fuse has been able to establish Dogwood at the number one spot for several of its product brand names and additionally several top-ten rankings for a number of generic search terms, for example ‘leather riding boots’ where Dogwood occupies position #1 in the natural list, ‘riding boots’ for which Dogwood now appears in the #3 position and ‘long leather riding boots’ in the #2 position, having leap-frogged most of the competition under a Google.com search. This is a great achievement within the timescale. Back to Portfolio