Consumer electronics retailer Currys has reported a 15.3% increase in search engine optimisation (SEO) traffic volume over the last year, with the company's online reach doubling between May 2012 and May 2014.

Currys expanded the keywords it managed from 186,000 to 827,000 during that time, with the aim of maintaining its prominent position in the competitive UK electricals sector, which has seen players such as Comet and Best Buy fall by the wayside in recent years.

Working with search marketing technology solutions provider One Hydra, Currys in-house search team has seen SEO become the company's biggest channel in terms of generating traffic to its website.

Part of the company's strategy was to target additional keywords that were outside of its website content to incorporate into its 'TechTalk' blog – a process it undertook using OneHydra's algorithm technology.

Currys has also made use of the vendor's customisable dashboards and reports, involving them in weekly trading meetings to provide its digital marketing with relevant data and sales trends.

Amish Mehta, SEO manager at Currys parent company Dixons Carphone, said: "OneHydra's technology has enabled us to combine all of data and analytics in one place, providing unparalleled visibility into customer and competitor behaviour.

"We now rely on the reports internally to understand and justify changes in sales patterns, removing any of the guess work that used to be involved. This insight, combined with OneHydra's ability to manage and scale massive keyword sets, has dramatically increased traffic and revenue."

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