Tripling organic traffic to maximise reach for iCandy

Doubling non-brand clicks and elevating brand visibility

iCandy came to us with a clear mission in early 2023: to double non-brand clicks and elevate the organic visibility of their already well-loved brand. Our goal was to position iCandy front and centre for parents-to-be during their research and purchase mindsets and to fuel the brand's business growth. By integrating technical SEO, digital PR, and strategic content creation, we delivered measurable results, driving significant increases in organic traffic, revenue, and search rankings for competitive non-brand keywords.

What we did

Digital PR

Technical SEO

Content Marketing

The results

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Increased organic traffic

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Pieces of coverage

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Increase in non-brand traffic

The challenge

One of the best-known premium pushchair brands in the UK, iCandy has crafted a prestigious reputation over the last 90 years – with their pushchairs having been used and loved by celebrities and royalty. Despite this fame and recognition, they have struggled to command the top spots in the SERPs or to secure PR coverage and links in the media beyond product launches and celebrity partnerships.

To enhance visibility in search results for non-brand keywords and generic terms like ‘pram’ and ‘pushchair,’ we focused on optimising their core commercial product pages, targeting high-volume, conversion-driven keywords most relevant to the audience’s purchasing journey.

Our approach

To target expectant and new parents looking for high-quality, stylish and functional prams, we implemented a comprehensive SEO strategy to elevate iCandy’s brand visibility. This included technical SEO fixes which corrected hreflang and canonical tag errors, strengthened internal linking to prioritise key product pages and enhanced title tags and meta descriptions for better user engagement.

We created cost-effective, timely press office campaigns, such as identifying the world’s most influential celebrity parents, publishing a unique new baby checklist, and highlighting pram-friendly walks in the UK. Additionally we developed targeted blog content for specific informational queries, such as ‘prams for tall parents’, ‘buggies for growing families, and ‘taking a buggy to a festival’. We embedded internal links to commercial pages within blog posts.

With a small budget, the strategy skyrocketed iCandy to position three on page one for ‘pram’ and ‘pushchair’ searches and has secured coverage and links on Sky News, Forbes, Huff Post, The Express, The Mirror and more within just a few months.

“We are thrilled with the outstanding results achieved through Propellernet's holistic work comprising tech, digital PR, and content strategy [which] have elevated our online presence and sales performance in a truly measurable and impactful way.”

Anna Owers, Head of Communications at iCandy