Content-driven success for Haglöfs

Haglöfs is an international brand that offers outdoor clothes and gears of high quality with essential details to fight any weather. They have built a strong brand since their start in 1914, and operate today within 13 countries in Europe and Asia. Even though their brand awareness is high in the Nordic countries, their online presence for generic search terms was almost non-existent before we started working together.


Digital marketing

The Challenge

With low visibility on generic searches, a poor site structure and barely any content in the local languages, we got ourselves a challenge to turn this around.

Our mission was, and still is, to help Haglöfs become a brand with high visibility online and to create an international site that both inspires and educates visitors through high quality content – beginners as well as experienced hikers and outdoor people.

Person looking over landscape
The Journey

With a competitive analysis and extensive keyword research (in nine different languages) as our map, we started to optimise the structure of the website, including the categories in the menu as well as the layout of the category-, product- and content pages.

By breaking down each category into subcategories we created landing pages optimised with keywords for specific searches, which was important to be visible in the competitive landscape Haglöfs operates within.

Person by the ocean

In six months, we delivered a creative content strategy, 120 category texts as well as titles, descriptions and headings to every single page in all nine languages. With a more structured website based on search patterns for each market and with SEO-optimised content in the local languages we’ve only started our journey together.

The Result

After one year of working our magic together with Haglöfs, we’ve reached an all time high in online sales. When Haglöfs first contacted us, they ranked for 3,900 Swedish keywords and 4,300 visits came from non-branded traffic. Today, they rank for 7,200 Swedish keywords and non-branded traffic has reached 21,400 visits.

We’re just getting started and are eager to continue to write, translate and optimise educational content that inspires and engages Haglöfs visitors across all markets. Optimising and re-structuring an international site requires a close dialogue with the client and thanks to building our relationship on trust, transparency and shared ambitions we’ve already seen great results.

Oh, about that all time high result…

Organic sessions +110%
Organic transactions +98%
Organic revenue +117%
(Aug 2021 vs Aug 2020, Swedish market)

Fredrik Ohlsson

Quote from Haglöfs

“Journey is a genuine and professional agency that by developing and conducting a thorough and long term SEO-strategy has contributed to increased visibility and online sales, for all markets. Their engagement and proactive approach has helped us see new possibilities regarding content and optimisation of the site, but they’ve also given us valuable insight aside from SEO. Thanks to a close collaboration between the teams at Haglöfs and Journey, our e-commerce has shown splendid results during the first year of working together – and we’re hoping we will continue to have a close relationship for many years to come! “

– Fredrik Ohlsson, CEO

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