The challenge
The Fragrance Shop team approached Modo25 in late 2024 to help boost the organic visibility of their website after years of relying on paid media channels. The plan started with a comprehensive audit of the website, identifying technical issues, content gaps and link acquisition opportunities for the team to help make The Fragrance Shop the number 1 online retailer again for perfume and aftershave in the United Kingdom.
15%
Increase in revenue since working in partnership.
The Solution
The Modo25 Organic Search team identified an opportunity to expand the Fragrance Shop website through occasion landing pages alongside a thorough content expansion campaign into core fragrances, which were flagged as core revenue drivers for the business. This, blended in with the development work across the website in 2025, helped to increase the rankings rapidly. With results such as a 47% increase in SEO visibility on core keywords tracking within the keyword set.
In a competitive market, we have also seen performance growth into core service lines for the business such as Dior, Chanel amongst other well known brands. A detailed content gap analysis, with informational content supporting all changes to commercial pages – helped to improve market share on non branded keywords by 33%.
33%
uplift in market share from non-branded keywords
Underpinning the changes to the website from a technical and content perspective was a link acquisition strategy, with a focus on relevant content, linking topical landing pages – with a view to increase traffic and revenues from bloggers, influencers and popular publications. This helped to increase sessions by 7.49% since working in partnership year on year.
Modo25 have super charged our visibility over the last year, helping the paid team to focus on keywords that have been notoriously difficult for us to compete on in the past. The teams working together couldn’t of gone better over the last 18 months.
Sonny Clarke, Group Paid Media Manager | The Fragrance Shop
The Results
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