A UK-based online retailer of formal evening wear and wedding outfits for men and boys has revealed that a recently implemented search engine optimisation (SEO) campaign has paid significant dividends in terms of both site visits and sales.

The retailer, MyTuxedo.co.uk, says that traffic on its UK site website increased by 81% as a result of its SEO activity; whilst its revenue from sales also grew, by 81%.

At the same time, visits to the retailer’s Dutch and German websites also benefited from the SEO drive; growing by 71% and 85% respectively.

MyTuxedo.co.uk decided to deploy its SEO strategy last year, following the expansion of the company’s activities into Europe.

The SEO activity took place between February and July 2011, and was also supported by a discount scheme for Student Union members; the creation of a social calendar that included SEO-related key words; and the incorporation on the company’s website of search engine trigger-rich copy.

Commenting on the scheme, Tim Grimaldi, director of MyTuxedo.co.uk, said that it had

‘delivered great results as well as adding considerable value’.

MyTuxedo.co.uk is understood to have sought advice from a professional SEO agency in order to maximise the impact of its SEO efforts.

The strategy of seeking specialist advice on matters of SEO and web analytics is one that is being followed by a growing number of companies.

This is because of the difficulty in intuitively identifying the best ways of using keywords to help place corporate websites towards the top of search engine results pages.