We were brought in to improve the organic performance of the Rab product range with the goal of the retailer becoming a go-to result for anyone searching for Rab products, while improving rankings, impressions, organic performance, and revenue tied to the brand.
1. Landing page optimisation. We expanded the content on the Rab brand landing page, researching the specific terms and phrasing people use when searching for Rab products to ensure the page's content aligned with actual search demand rather than generic brand copy.
2. Category overview and product visibility. We restructured the page to give visitors a clear, easy overview of the full Rab range breaking it down by product type (jackets, sleeping bags, and other categories) and ensured all relevant products were represented on the page, making it easy for visitors to quickly understand the breadth of what the brand offers.
3. Supporting content creation. We took this further by creating helpful, intent-driven content aligned with what people were actually searching for including long-tail queries and product-related questions that the brand landing page alone couldn't answer. This included guides for "sleeping bags", "jackets," and "running jackets" built around real search demand and impressions data.
