Boston Knucklehead
Marketing Case Study

Url

www.bostonknucklehead.com

Campaign

This campaign received onsite SEO, external link building through blog writing, PR & articles. We also conducted blogger outreach campaign to get PR locations from high profile websites.

Time Frame

April 2009 – January 2013

Company Background

Boston Knucklehead is a Boston based urban clothing brand.

Challenge

There are a staggering amount of online websites along with local brick & mortar stores that sell Boston related t-shirts and clothing. We were going up against websites that have been around for much longer and had much stronger domain authority already established in Google search.

Initial challenges:

  • Heavy & established competition
  • No prior digital marketing
  • Brand new URL
  • Aggressive branding required

Web Design & Onsite SEO Strategy

We applied almost every discipline of Internet marketing to this campaign. For a business like this to be successful online you have to approach it with strategic SEO and also brand building techniques. We started off by going through the site and applying a variety of SEO methods. First conducting keyword research to identify how people in Boston were searching for clothing related products and then optimizing the website pages to reflect those keywords. Through custom crafted meta data and optimized content we were able to quickly climb within the search results.Our external process was pretty robust. Our link building campaign consisted of strategic PR using keywords, building out various local business profiles, writing articles in the clothing marketing space, reaching out to Boston area bloggers to do write ups on our brand.

1

Onsite & Offsite SEO

2

Weekly blog writing

3

Monthly newsletter marketing

4

Product image marketing

5

Proactive Google safe link building

6

Blogger outreach

7

Daily social media fan engagement

Result

Here are some web marketing milestones the site accomplished:

  • Page 1 for 7 important keywords within first 3-6 months
  • A variety of links from high profile industry locations
  • Industry recognition from PR efforts
  • 65% traffic increase within first 3 months of campaign
  • 35% increase in website sales during first 3 months

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