Allbirds, a leader in sustainable footwear, partnered with Intrepid Digital to enhance non-brand SEO performance and drive sustainable traffic growth. Intrepid's technical SEO improvements, Core Web Vitals optimization, strategic internal linking, and targeted content enhancements led to a 21% increase in non-brand clicks, an 81% boost in non-brand impressions, and a 48% growth in top 10 rankings.
The Allbirds website had technical issues and gaps in content for key products. Opportunities to drive traffic were missed due to unoptimized content and areas lacking strategic SEO enhancements.
Our goal was to increase both Non-Brand Clicks and Non-Brand Impressions — a task that required a multi-faceted approach across technical hygiene, content development, and on-page optimization.
Allbirds was targeting specific keywords but needed long-form copy to support the site's authority. By creating targeted content on existing pages, paired with blogs, Intrepid expanded Allbirds' semantic authority. Non-branded keywords ranking in position 1 leading to the blog increased 54% YoY, while non-brand clicks increased 244% YoY.
Many URLs come and go as products are discontinued, and their backlinks lose impact when they lead to 404 errors. We mapped 100+ different types of pages to more relevant alternative URLs so backlinks continue to pass value and support rankings.
We conducted a thorough site analysis to identify remaining CWV issues, including delays when users click "add to cart" caused by slow-loading images and external resources, and optimized image loading and JavaScript performance accordingly.
We assessed brand and non-brand keywords to identify competing pages causing ranking issues, recommending redirects where needed. We also analyzed the site for orphaned pages and pages with few internal links, recommending additions to improve discoverability.
We build multi-faceted SEO strategies that unlock non-brand growth. Let's talk.
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