The Shoe Mart is a family-owned and operated business that has provided personal service dedicated to customer satisfaction for more 45 years. They offer one of the largest selections of the most sought after brands in the world, including Alden, Cole Haan, New Balance, Ecco and Sperry Top-Sider.

The Challenge

The Shoe Mart wanted to increase their organic rankings for top brand name shoes and gain rankings for specific shoe types – dress shoes, running shoes etc.– and gender-specific keywords. Before the start of the campaign, they had organic rankings for less than five shoe brands.

The Strategy

The main brand pages had long, dynamic URLs, which resulted in indexing problems and multiple URLs for the same product. Developed a comprehensive SEO strategy that included URL rewriting that changed the existing URLs from dynamic to static and created new category and subcategory groups to get more product pages indexed.

The Results

Achieved top ten rankings for all major brands that were targeted.

  • 1st page rankings for “Alden shoes,” top 5 position
  • 1st page rankings for “Cole Haan,” top 5 position
  • 1st page rankings for “Sperry Top-Sider,” top 5 position
  • 1st page rankings for “Ecco Shoes”

Achieved major results for traffic and conversions:

  • 46% overall increase in organic traffic
  • 38% increase in page views
  • 42% decrease in bounce rate


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