The Container Store group has brick$-$and$-$mortar stores, as well as an online store that

delivers internationally.

One$-$line summary

By working with a company with expertise in SEO and focusing on SEO for their online

store, The Container Store saw an increase in organic traffic to their website, which helped

to build an online presence beyond their brick$-$and$-$mortar$-$stores.

The Container Store has a well$-$established retail presence; their brick$-$and$-$mortar stores

are very popular in the home organisation space. However, even though The Container

Store was the only US$-$based retailer solely focused on home organisation, they did not

have a particularly impressive ecommerce presence.

Prior to hiring an SEO manager, The Container Store did not have a content marketing

strategy, nor did they pay much heed to organic traffic. This meant that they were

overspending on driving traffic to their website. They needed a solid website development

and marketing strategy to attract customers.

The solution

The Container Store brought in a dedicated SEO to help it grow the ecommerce side

of the business. The company began working with BrightEdge, an SEO platform, which

allowed them to strategise and control their web presence.

The strategy included creating page groups populated with logical keywords and on$-$page

recommendations. The SEO team also took a more active role in content management

to drive traffic to the site, as well as HTML tagging. Additionally, BrightEdge allowed for

the mapping of backlinks to target new sources of links.

The results

A seven$-$month campaign led to an increase in the authority of the site, as well as:

$30\%$ increase in keywords in first rank position

$93\%$ increase in traffic

$68\%$ increase in conversions

based on above case answer the following

Why did The Container Store$$s agency focus a portion of their effort on the off$-$page component of backlinks and do you agree with this prioritization $($why$/$why not$)?$

What steps would you take from a competitive analysis standpoint $($assessing other websites$/$pages that are ranking higher than The Container Store$$s website$)$ when prioritizing keywords for The Container Store$$s SEO strategy?

In what instances would it make sense for The Container Store to target certain keywords via paid search versus supporting through SEO efforts?