David’s Bridal is a major retailer of wedding dresses, prom dresses, and related accessories in the United States.
With over 300 stores in the U.S., Canada, and Puerto Rico, the company is a highly popular brick and mortar brand trying to translate that success online.
David’s Bridal hired Portent in June of 2012 with one primary goal: to capture the #1 Google ranking on the term ‘wedding dresses.’
The phrases ‘bridesmaids dresses’ and ‘prom dresses’ were secondary targets.
In order to achieve David’s Bridal’s primary and secondary goals, Portent developed an overall content strategy aimed at increasing their visibility to, and authority with, the search engines. The tactics employed included:
Through an efficient, effective onsite content strategy, Portent was able to deliver number one rankings on ‘wedding dresses’ and ‘bridesmaid dresses’ to David’s Bridal in three months, as well as a 20% increase in overall organic traffic year over year.