Total Fishing Tackle - Bulldog

Creating a splash with a
175% increase in online yearly revenue

key results

Results that made a big splash


Total Fishing Tackle

Total Fishing Tackle

Total Fishing Tackle is the leading online retailer for all things fishing. They specialise in providing enthusiastic anglers with top-quality fishing equipment, from necessities like rods and reels right through to state of the art clothing. Whatever tackle it is you’re after, Total Fishing Tackle will be likely to stock it, with a constant flow of products and discounts featured on the site each day.

The challenge

Finding an all-rounded digital marketing agency to grow us online

Business Operations Manager, Amy Cook, was faced with the challenge of finding a digital marketing agency for Total Fishing Tackle, which specialised in search engine optimisation, pay per click, social ad retargeting and content marketing. With a new website in the making, Total Fishing Tackle needed to ensure that they had all of the right measures taken into consideration for the new site to go live. With a meagre online presence, Total Fishing Tackle needed a digital marketing overhaul to avoid being left in the tracks of their competitors. They performed very poorly in the search engine rankings, were missing out on key onsite features and were not making the most of their pay per click campaign by only using branded keywords. It was time for Bulldog to get involved.

the solution

Creating multi-channel campaigns to increase total's revenue

After speaking with Bulldog Digital Media, Amy was convinced they were the right agency to partner with. From the outset, we emphasised the importance of building a rock-solid strategy. First, we analysed how the Total Fishing Tackle website was performing. They assessed the competitive landscape of the niche, conducting detailed keyword research to identify opportunities for Total Fishing Tackle to secure rankings for keywords with high purchase intent. During this research, then we also worked to identify relevant and active online communities across the web where they could earn backlinks and build brand awareness among qualified prospects.

Using this research, the specialists from Bulldog were able to hone in on a few core problems they needed to address:
  • The site was not optimised for search engines or conversions,
  • The company’s backlink profile was comparatively weak, and
  • The brand’s online social presence was underdeveloped.
To address these challenges, the team took the following actions:
First, we revamped the website’s onsite, content, and internal linking to improve both keyword rankings and overall conversion rate.
To fuel their link building and outreach efforts, we created a series of original, well-researched infographics they knew fishing audiences would find compelling.
We then conducted targeted, one-to-one outreach to online fishing communities and authoritative domains, earning powerful links whilst building brand awareness. That same content was shared across social platforms, building up a relevant following.
To drive buy-ready leads, we built, launched, and managed a comprehensive pay-per-click campaign that zeroed in on keywords with high purchase intent while continually refining ads to lower costs and maximise revenue.
the result

Massive increases in search presence, brand awareness, and conversions

Six months after enlisting Bulldog’s help, Total Fishing Tackle had already seen exceptional results. On the strength of the site’s increased visibility and improved onsite experience, monthly conversions from organic traffic increased by a whopping 144 percent. More broadly, the overall conversion rate on the website improved by over 53 percent, which drove a considerable increase in both sales and revenue. The website now gets 60 percent more organic traffic on average each month, and the company enjoys first page rankings for over 588 new keywords across a wide array of products. Amy is confident in her partnership with Bulldog, and they look forward to continuing to collaborate in the future.
“Bulldog set up our SEO and PPC channels, and they have both massively outperformed expectations. Our Google Shopping campaign is now bringing in more revenue than our email campaigns, and our top keyword search rankings have moved from over 100 to the top three.”
Amy Cook
Business Operations Manager

Award nominated campaign

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