Rossano Ferretti Case Study | Serendipity Int
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+459% increase in organic search visibility in 12 months

Project Overview

Rossano Ferretti is an award winning international luxury haircare brand and salon chain which has been operating their own luxury salons globally for more than 30 years.

Rossano Ferretti partnered with Serendipity Int to improve its digital presence, month-over-month (MoM) online conversions, boost its overall visibility and brand awareness across their key markets in Europe and the United States. After 12 months into the search engine optimisation and conversion rate optimisation (CRO) strategies, Serendipity Int helped increase the brand’s number of transactions by 68% year-over-year (YoY).

What Stands Out

The Campaign

To meet the campaign objectives, the team at Serendipity Int focused on two main aspects: Site-level conversion improvements and online search visibility.

Serendipity Int used heatmaps, user recordings and analytics to identify which site elements to improve.

The team performed an extensive technical analysis focused on enterprise eCommerce aspects and funnel review to determine and fix usability issues.

Fixed site structure issues to improve crawl efficiency, click depth and ensure smooth indexation of products and categories.

Conducted large scale keyword research to identify areas to target and untapped opportunities to capitalise from a content and demand generation point of view.

Content optimisation for user-focused blog topics using a variety of content optimisation method tools such as entity, NLP and structured data insertion to gain a competitive advantage over the competition.

Focused on building the overall domain authority through link building and digital PR placement.

The Results

Serendipity’s SEO campaign has helped the client achieve the following results in 12 months: