How Shop Direct Group used its content strategy to improve search rankings

Content marketing has rapidly become one of the most important trends in digital, though there is an argument that it is simply a new buzzword for something that successful businesses have been doing for years.

Even so, there’s no denying the positive impact that comes from having a coherent content strategy.

Shop Direct Group, which makes £1.7bn from its range of brands including, Littlewoods and K&Co, is an excellent case study. 

After putting content at the heart of its SEO strategy it saw a 25% year-on-year growth in SEO traffic and a 50% growth in generic traffic. SDG now attracts more than 700,000 site visits every day.

To find out more, I spoke to SDG’s Head of Ecommerce Paul Hornby…