Re-Branding For The Next Generation (SEO)
The client approached First Page with the goal of establishing City Chain's presence in the e-commerce market. Although City Chain has a strong following in Singapore, younger consumers perceive it as "outdated" due to its long history since 1985. The strategy involved targeting easier opportunities through an SEO keyword campaign, particularly focusing on longer-tail keywords that were underutilized by City Chain's competitors, providing an ideal setting to enhance brand visibility. These keywords were centered around the brands that City Chain offers and included broader phrases such as 'women watches Singapore,' 'watch shops in Singapore,' and 'couple watches.' SEO-optimized blog posts were then planned to support these keywords and bolster brand recognition. Crafting engaging and modern blogs was a new approach for City Chain, which was vital in connecting with younger consumers. Initially, improvements were made to the technical aspects of City Chain's website, including rewrites of on-page elements like page titles, meta tags, and product descriptions to attract both Google and potential customers. Subsequently, off-page elements such as schema markup and the resolution of numerous 404 errors through 301 redirects were addressed. Recognizing the importance of blogs in rebranding and keyword support, a focused strategy was developed to cover topics appealing to younger audiences, such as athleisure watches, comparisons between smartwatches and traditional watches, and standout styles. These blogs demonstrated that City Chain remained fashionable. As a result of optimizing 100 keywords during the campaign, 97 now rank on the first page of search results, and online sales revenue surged nearly fivefold compared to the previous year.