Coral and Fish Store

In brief

Coral and Fish Store, a specialist in marine aquariums, accessories and animals for marine aquariums, aimed to create greater visibility in the Netherlands, Belgium and, in time, Germany as well. With the help of a targeted link building strategy in particular, Coral and Fish Store has not only become more visible, but has also grown into the online market leader in the field of marine aquariums and everything related to them.

The challenge

Coral and Fish Store is an ambitious company with the desire to grow internationally. This concerns not only the webshop, but also the physical shop. Its large store in Breda is filled with everything you need as a marine aquarium enthusiast. Because of its location and the fact that there are few companies specialising in marine aquariums, which differ from ordinary aquariums, Coral and Fish Store is also the perfect shop for Belgium and the border regions of Germany.

The aim of Coral and Fish Store was initially to increase visibility in the Netherlands and Belgium, focusing on search terms relating to marine aquariums, marine aquarium fish and accessories for these aquariums. In time, Coral and Fish Store wanted to do the same for the German market.

The strategy

Part of the strategy for determining Coral and Fish Store’s objectives was to provide content advice. Many relevant pages had little or no content. Good content contributes to the findability of pages, but it was also important for the other part of our strategy: link building.

By using our unique tooling, we were able to map out Coral and Fish Store’s organic findability and identify where the opportunities lay. We used this data to develop a tailor-made link building strategy.

With this strategy, we focused on search terms for which Coral and Fish Store faced competition from another company operating in the same market. Through this targeted link building, we wanted to ensure that Coral and Fish Store would overtake this competitor in terms of organic visibility.