+14% Organic Revenue From An Ecommerce SEO Program
The Goal
Chicco is an Italian brand specializing in innovative child safety products focused on supporting every step of a child’s growth. Chicco products are known to be high quality, stylish and easy to use and they’re distributed nationally by major retailers. ChiccoUSA.com is the brand and marketing site for Chicco which also offers consumers the opportunity for direct purchase. Chicco faced the significant SEO challenge of differentiating itself among a marketplace crowded with competitors while vying for search relevance amongst its customers like Amazon.com, Target.com and Walmart.com.
Chicco approached Go Fish Digital to develop and lead a comprehensive SEO strategy. Through the partnership, Go Fish Digital took on SEO, copywriting, and digital PR services, allowing us to execute an end-to-end strategy to improve organic traffic and revenue.
The Strategy
Objective
The core product line for Chicco is juvenile gear with an emphasis on car seats and their target demographic is first-time expectants and new parents and grandparents as well as families with young children. Their staple products include the KeyFit 30 infant car seat and the Fit360 rotating convertible car seat.
Go Fish Digital aimed to establish Chicco as a trusted resource for new and expecting parents. We focused on three SEO pillars to enhance their search visibility and increase revenue for high-priority product lines:
- On-page SEO enhancements to revenue-driving eCommerce pages
- Utilize Chicco’s “Baby Talk” blog to establish them as a child-safety resource
- A digital PR strategy to build premium backlinks
Execution
Our top initiative was optimizing revenue-driving e-commerce pages, focusing on car seats and strollers, including pages like:
We took a holistic approach to optimize these pages, combining page-level improvements with creating new, related topic pages. The enhancements included title, description, primary heading (H1), and internal linking.
For each category page, our copywriters crafted on-page copy to provide more information and improve page relevance.
We collaborated with Chicco to enhance their car seats content hub, which guides users in selecting the right seat and supporting each sub-category. This included detailed information on each type of car seat offered.
Next, we aimed to establish the “Baby Talk” blog as an educational resource on child safety to position Chicco as a topical authority.We created new educational content with strong SEO value. Through this end-to-end process, we researched, outlined, and created new content that established Chicco as a topical expert.
We also used their blog to support commerce queries. We recommended creating new content that supported key categories, such as Travel System vs. Convertible Car Seat & Stroller: How to Choose? and When Can Baby Face Forward in a Car Seat. These articles included internal links that created semantically relevant relationships to mapped category pages.
Lastly, we developed a digital PR strategy to create newsworthy content that journalists would cover, aiming to improve the site’s authority through links from premier news outlets.
These diverse pieces of content were then pitched to a wide range of media outlets such as USA Today, Delish, Yahoo! and more.
The Results
Due to this comprehensive ecommerce SEO program, Chicco witnessed significant growth in organic performance:
- Overall organic revenue increased +14%,
- In Q1 2024, YoY organic revenue increased by 37%
- First page visibility increased by +158%
Chicco claimed first-page positions for queries such as:
- baby car seat: 26 to 4
- infant car seats: 22 to 7
- convertible car seat: 21 to 7
- best car seat: 66 to 5
- car seat: 14 to 10
Chicco showcases that a holistic approach to eCommerce SEO can have a large business impact. By combining on-site SEO, new content creation, and link building, we were able to dramatically improve visibility and achieve +14% in organic revenue, marking a 509% ROI.
“Our partnership with Go Fish Digital has been transformative to our web presence. They took the good work we had already done in brand and product marketing and elevated it beyond anything we had accomplished on our own. The Go Fish Digital team has demonstrated a long-term commitment to understanding the complexities of our business, product line and target market and they have applied what they learned to crafting a very effective SEO strategy. I highly recommend Go Fish Digital as a hard-working, hands-on team of experts.”
– William Hasse, Vice President of Marketing at Chicco USA
