How Turtle Fur’s SEO Strategy Caught the Attention of the Wu Tang Clan
The winter headwear and accessories market is competitive, and Turtle Fur, an environmentally conscious outdoor lifestyle brand that has been around since 1982, was looking to increase its brand awareness.
The brand tapped Backbone to strategize an SEO strategy that increased recognition via improved organic search visibility. This approach proved successful as the ROI on Google organic search traffic is 5.3x, compared to 2x from paid search, and organic search results have a higher click-through rate (CTR) than paid search results. Furthermore, a top-ranking organic result has a CTR of around 40%, while most paid search results have a CTR of 1.2–2.1%.
Backbone’s initial SEO audit uncovered opportunities to improve Turtle Fur’s eCommerce collection page rankings and attract broad, non-branded searches relevant to product category pages, ultimately attracting new users to the website.
Backbone kicked off the project with in-depth, category-specific keyword research. This informed a larger strategy:
- Mapped keywords to appropriate collection pages to pinpoint target terms and competitive gaps and opportunities to improve rank
- Developed a product category-informed content calendar to drive additional users and search engines to Turtle Fur blog content
- Built optimized, robust collection page copy, including branded and non-branded FAQs and metadata, to help build relevancy and authority with the search algorithm to increase the likeliness of Turtle Fur content appearing in top results
- Enhanced internal linking, hyperlinks between relevant turtlefur.com pages, to allow easier discoverability and navigability among search engines and users, which in turn supports improved indexing and ranking in Google Search Engine Results Pages (SERPs)
Four months later, Turtle Fur position 1-3 keyword rankings increased 569.9% and organic traffic was up 61%.
Then, the unthinkable happened: The WuTang Clan reached out to Turtle Fur with interest in the brand’s balaclavas, saying they discovered the brand by searching “balaclavas” on Google and seeing turtlefur.com as the first result after Amazon. During their Las Vegas residency in March 2024, WuTang Clan dancers were spotted donning Turtle Fur’s white and black balaclavas.
This goes to show the influence of a strong, informed SEO strategy. If you have questions about this approach or are interested in Backbone’s SEO services, reach out to info@Backbone.Media.
