TUBBZ UK
Reaching Beyond the Brand with 3x the Non-Branded Search Traffic
The Challenge
TUBBZ brings recognisable film, gaming and pop-culture characters into the world of collectable ducks. The opportunity was to reach people exploring those characters and franchises, as well as collectors already familiar with the brand. The starting reports showed that search traffic was concentrated around branded searches and the homepage. The technical audit also highlighted issues with international page signals and duplicated elements. The challenge was to broaden discovery while improving the foundations supporting the store.
The Insight
A potential customer does not always begin by searching for a product. They may start with a favourite character, a game timeline or a franchise story. Relevant editorial content gives TUBBZ another way to meet those interests and introduce its collections.
The commercial opportunity was therefore to connect fan interest with product discovery. Technical improvements could support that journey by helping search engines interpret pages and their intended language and regional audiences.
Building Authority to Become the Leader in Licensed Pop Culture Collectables
The Strategy
The approach brought together the technical and content pillars of Want SEO’s Authority Growth Framework™: improve the website’s search foundations, build useful content around collector interests, and monitor whether discovery extended beyond branded searches.
The aim was to create more entry points into the brand and support the route towards relevant collections. Success would be assessed through non-branded visibility and technical progress, with customer and revenue outcomes measured separately.
The How
Technical foundations. Comparative audits recorded the removal of detected hreflang conflicts within page source code, duplicate title tags, duplicate-content errors and broken internal image errors. These changes improved specific technical signals supporting discovery and the website experience.
Content around fan interests. Reporting showed editorial landing pages covering topics such as Resident Evil remakes, the Silent Hill timeline and Thing 1 and Thing 2. This demonstrates a route into the site through franchise interests alongside product and collection pages.
Commercial page discovery. Product and collection pages appeared alongside editorial pages in the search reports. That mix supports an approach in which useful content introduces the brand and relevant shopping pages serve visitors ready to browse.
The Conclusion
The Results
Estimated UK non-branded organic search traffic was approximately three times the May baseline, while estimated total organic traffic was approximately 35% higher. The technical comparison recorded 98% fewer errors and no remaining detected hreflang conflicts within page source code.
Together, these results show broader discovery beyond existing brand searches and progress on the technical foundations. They create more opportunities to reach potential customers.
The Takeaway
For an ecommerce brand with a passionate audience, growth opportunities can begin before someone searches for the product itself. Useful content built around customer interests, supported by a technically stronger website, can introduce the brand to a wider audience and help turn that interest towards its collections.
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