The Corona year 2020 presented Leroi, a specialist retailer for sports dog accessories, with a great challenge, because the lockdown broke the stationary business. It is high time for the medium-sized company to optimize the visibility of its online channel with professional support.

Stationary sales collapse

LEROI GMBH is one of the leading specialist dealers in sports dog accessories and equipment for hunting dogs.

Until 2020, trading at events and trade fairs was the most important source of income for the medium-sized company from the Swabian town of Bretzfeld Geddelsbach. But then came the corona pandemic: The company completely lost its stationary sales. As a result, Leroi was forced from one day to the next to increase the digital presence of its online shops and thus compensate for the loss of sales due to e-commerce activities.

The problem: the budget for measures was very limited. In order to establish itself with its Sporthund.de platform as the first digital contact address for dog sports enthusiasts in Germany, Leroi had already subjected the online shop to a comprehensive relaunch in 2019. A foundation for increasing the digital presence was therefore in place.

However, the “go digital” funding program, which took over 50 percent of the costs, was decisive for the development of the company’s online shops. United Ads supported Leroi in implementing the funding program. Our Google specialists took over the implementation of the digital marketing measures and the application for funding, billing and reporting.

First the SEO inventory

Leroi has several online shops: Ferntrainer24.de, Cani com.de, Dogtra.de, Sporthund.de and Waidwerk.de. Before United Ads could start with the SEO optimization of Sporthund.de, our experts got an overview of the current state of the online shop. Which shop software is used? Which shop is already well positioned organically and with which product? Are there any overlaps or cannibalizations in the ranking?

Synchronize SEO and SEA

This was followed by the creation of a strategic plan. First of all, all Google Ads and Shopping campaigns were revised or newly created. There was a lot of overlap, which is why some of the campaigns went badly and generated too little revenue.

Since Google Ads campaigns achieve much faster success than SEO measures, it was important to proceed strategically and purposefully. It was determined which shop should advertise which products, shopping feeds were adjusted, search campaigns were created and keywords were structured. The goal: to first generate sales with paid advertising before United Ads could start with the SEO optimization of Sporthund.de.

Technical SEO came first

The focus of the project plan was on SEO optimization and the branding of Sporthund.de. In addition, an extensive keyword list and competitor analyzes were created. In the first step, keyword-related metadata was created for the products and image optimization was carried out at the same time in order to ensure better “page speed” and a better ranking. In addition, the internal link building was put to the test and “404 errors” were eliminated. In order to push the ranking even more, the My Business account has been optimized on Google.

“The go-digital initiative and the associated support from UnitedAds saved our bums in Corona times – you have to be very clear. As one of the few retailers in our area, we already had a chic online shop and thus a good starting position. But with that alone we would not have been able to compensate for the loss of stationary sales via trade fairs and events. The funding helped us to compensate for the lack of physical presence at the customer and to make our digital brands much more visible. Thanks to the funding, we were also able to successfully implement a project that would otherwise have been difficult to finance, especially in times of crisis. “

Florian König, managing director of Leroi GmbH

The increase in sales speaks for itself

Compared to the previous year, Leroi GmbH increased its online sales by 15 percent in 2020 – despite short-time working during the first lockdown. In quarters three and four, the period of promotion in the course of “go-digital”, sales in the shops almost doubled compared to the previous year. In January, both shops reported 42 percent more sales than in 2020

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