Dixons Carphone

Increasing Dixons Carphone’s revenue by 1,687% with a Black Friday campaign

The Objectives

We sought to achieve the following goals:

  • Increase organic ranking for Black Friday-related search terms ahead of the day itself (27th November 2015)
  • Become the most visible retailer for the core Black Friday-related search terms in the organic search listings
  • Increase organic visits to Currys’ Black Friday landing page in November by 50% year-on-year
  • Increase organic new registrations on the Black Friday page by 15% year-on-year

The Strategy

We developed an all-encompassing SEO strategy to allow Dixons Carphone to achieve these objectives. The strategy was formed around the three main pillars of SEO: strong technical foundations, on-site optimisation and content & engagement activity (through link acquisition).

This comprised of identifying core Black Friday terms using our proprietary search tool and optimising Currys’ Black Friday landing page for those terms. We ensured internal linking and correct redirects were in place to and from the page, and acquired links to the page from high authority websites through targeted outreach. Finally, we created Black Friday-specific content for the site and Currys’ TechTalk blog.

The Results

  • Organic revenue from the Black Friday page was up 1,687% year-on-year
  • Organic visits to the Black Friday page increased by 224% year-on-year (a 348% increase on the target set)
  • With hundreds of high-quality links to the page, it was the second most authoritative website page after the homepage
  • Currys was the most visible retailer on Black Friday, appearing in the top half of page 1 for multiple high volume Black Friday related terms
  • Organic registrations to the Black Friday page increased by 17%