The Entertainer | 100,000+ Clicks from Age-Led SEO

In close competition with Smyths and Argos, The Entertainer tasked us with identifying a new approach to Organic which could take this iconic toy retailer to new heights.

To achieve this, we had to think outside of the (toy) box. Whilst competitors benefitted from an impressive depth of product, they suffered from a lack of information architecture to guide the customer to value.

The game was afoot.

Services Content, SEO

Industry Retail

Vision // Goals

At the outset of the campaign, we identified three keys to victory which would need to be considered if we were to have a quick impact in line with the client’s ambition.

Maintain and enhance visibility of key brand categories.
Prioritise “Shop by Age” category.
Increase conversion rate through strategic landing pages.

Audience Focus:

The Entertainer serves multiple high-value audiences, so the organic strategy needed to reflect how different shoppers browse and buy. For parents, the priority was education and reassurance, highlighting developmental benefits and making it easy to find genuinely age-appropriate options.

For extended family and friends, who often shop with less confidence, we focused on clearer guidance and simpler pathways, helping them choose the right gift quickly by age and occasion. For collectors, the emphasis shifted towards aesthetics, rarity, and collectability, ensuring branded categories and landing pages supported browsing by franchise, range, and standout product lines.

Increasing Organic Visibility for Shop-By-Age:

Shop by Age was a high-intent journey with clear demand, so we focused on capturing long-tail searches and guiding users into the right category as quickly as possible.

By improving how these pages were positioned and optimised, we drove more traffic into this commercially valuable area, generating over 100,000 clicks from age-led searches.

We achieved this by optimising Shop by Age pages with intent-matched title tags, adding Shop by Age into the mega navigation to make it prominent for both users and search engines, expanding age categories to better reflect how people search, and introducing supporting content to improve engagement and help customers make confident decisions.

The site already ranked strongly, but in many cases, the pages earning visibility were not the best match for the user’s intent, which limited engagement and reduced conversion potential. We refined the structure so search engines and users were steered towards the most relevant landing pages for each theme, brand, and category.

This included tightening the site structure and integrating it into the main navigation, enriching category landing pages with more useful content, creating shoppable guides to support the buying journey, and improving click appeal by adding clear USPs into title tags.

With stronger foundations in place, the campaign shifted The Entertainer from simply ranking well to ranking with purpose.

By improving indexation, rebuilding navigation, and tightening information architecture, we made it easier for search engines and customers to reach the categories that matter most. At the same time, strategic landing page work ensured the right pages were earning visibility, supporting a clearer journey from discovery to purchase.

The impact showed up most clearly in branded demand, where performance is fiercely contested against retailers with deeper product inventories. By enhancing brand category coverage and strengthening internal linking, we increased prominence across high-value toy brand searches and captured more qualified clicks from shoppers already close to buying.

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