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Client case study
Schöffel Country
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Project overview
How Marketing Labs helped Schöffel transform into one of the UK’s most recognised countrywear names
Schöffel Country is a premium British countrywear brand known for high-quality gilets, fleeces, shooting clothing, and country jackets. When they first partnered with Marketing Labs, their online presence was underperforming, and organic growth had declined.
Through a comprehensive programme spanning SEO, Google Ads, and Microsoft Ads, Marketing Labs delivered the digital foundation that helped accelerate Schöffel’s growth into a brand with nationwide awareness and searched for by hundreds of thousands of consumers.
The results were transformative: peak monthly eCommerce turnover increasing by 170% and achieving a ROAS of 14x.
Together with Schöffel, we set clear objectives:
- Audit the backlink profile and strategise for improvement
- Recover rankings lost during a problematic domain migration
- Restructure and scale Google Ads for maximum return on ad spend
- Drive organic revenue growth as a long-term, profitable channel
- Take market share from established resellers and competitors
- Establish a scalable framework for sustained eCommerce growth
Schöffel Country
Performance and growth statistics
50%
increase in organic sessions
37%
increase in organic revenue
65%
increase in organic traffic during traditionally quieter months
46%
increase in organic page views
Paid media growth
82%
increase in paid revenue
170%
growth in peak monthly eCommerce revenue
14x
return on ad spend maintained during peak trading
75%
increase in online transactions during peak trading
The challenge
A brand with huge potential, held back by technical failures and technical SEO challenges
When Schöffel first came to Marketing Labs, their digital performance was significantly underperforming relative to the strength of the brand. Our initial audits uncovered deep-rooted issues across both SEO and paid search:
- A previous domain migration from schoffel.co.uk to schoffelcountry.com had been handled poorly, causing total keyword rankings to collapse from 2,410 to just 102, with page one rankings dropping from 66 to 18.
- Thousands of pages had canonical tags incorrectly pointing to HTTP rather than HTTPS versions, creating canonical loops that sent conflicting signals to search engines.
- Hundreds of indexed product pages were returning 404 errors with no redirects, causing established keyword rankings to be permanently lost.
- All previous blog content had been removed during the migration, eliminating key pages that drove contextual link value and long-tail organic traffic.
- Page load speeds were critically slow across approximately 500 pages, and hundreds of pages had duplicate title tags and meta descriptions.
- In paid search, established resellers and competitors were consistently outbidding Schöffel for their own product keywords, capturing sales at the point of purchase.
The goal was clear: stabilise the technical foundations, recover lost rankings, build genuine authority through high-quality link building, and create a paid search strategy aggressive enough to reclaim market share from resellers and competitors.
The solution
A multi-channel strategy built on technical precision, quality link acquisition, and aggressive paid growth
Technical SEO Recovery
We addressed the critical failures from the domain migration, including fixing broken redirects across hundreds of product and category URLs, resolving 1,000+ canonical loop errors, reinstating lost blog content, repairing broken incoming backlinks, and deduplicating title tags and meta descriptions across the site. Quick-win on-page optimisation was implemented across key commercial pages to recapture rankings for terms like “country wear”, “shooting coat”, “tweed gilet mens”, and “country jackets womens”.
High-Authority Link Building
We deployed our proprietary link building methodology. Each new link was earned through genuine relationship-building. This consistently delivered high-trust, topically relevant backlinks that moved the needle on rankings.
Google Ads Restructure & Scaling
We rebuilt the entire paid search account with granular campaign segmentation across brand, non-brand, competitor, product-specific, and Google Shopping campaigns. Key initiatives included:
- Creating dedicated campaigns for high-value product categories (Oakham Fleece Gilet, Ptarmigan, shooting clothing, knitwear, accessories)
- Aggressively bidding to dominate the top ad position for brand and product terms, capturing market share from resellers
- Leveraging Google’s expanded ad formats early, using all three headlines and 90-character descriptions to maximise ad real estate
- Implementing ROAS-based bidding for Google Shopping during peak trading periods
- Running Microsoft Ads in parallel, targeting the best-performing campaigns at lower CPCs
- Introducing seasonal sale campaigns, display advertising for brand awareness, and audience targeting experiments
Continuous Optimisation & Competitor Strategy
Monthly reporting and analysis drove iterative improvements across every channel. We tracked competitor positioning, monitored auction insights, adjusted bids by geography and device, A/B tested ad copy, and continuously expanded into new keyword niches. During peak Q4 trading, spend was scaled aggressively while maintaining double-digit ROAS, and strategic budget management ensured efficiency even in the post-Christmas sale period.
170% growth in peak monthly eCommerce revenue
Marketing Labs’ combined SEO and PPC strategy delivered the early digital growth engine that helped establish Schöffel as a leading name in British countrywear.
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