Deckers UK has appointed a digital search agency for the first time to help it raise visibility for two of its brands’ UK websites.
The parent company of footwear brands Ugg Australia and Teva is working with digital marketing agency iCrossing on natural search (not paid) to ensure that its websites www.uggaustralia.co.uk and www.teva.co.uk come top in online searches.
According to iCrossing, both websites have minimal search equity at present and both are ranked a long way below their American .com counterpart sites in searches. Deckers is looking to put its UK-based Ugg and Teva websites ahead on UK listings.
This is the first time Deckers has used an SEO agency, all work was previously done in-house from the US and the brand’s UK sites were only launched this year.
“Obviously the two brands are quite different so they have different target customers,” said Patrick King business development director at iCrossing. “Ugg is a bit more of a luxury brand while Teva is more of an outdoor sporty type product so the SEO strategy we adopt for each brand will differ accordingly to fit in with the different associated search terms and customer profile.”
Creative content on the sites, through the likes of editorial and video, will also play a part in the SEO strategy for both brands.
“We will use links to more creative things like video to increase the brands’ ranking in search as well as improving the positioning through branded and non-branded search terms.”