Fellows Auctioneers are the UK's most established auctioneer of jewellery and watches, holding regular sales using online only and in the room auctions. 
They are an established technology adopter, using online and back office solutions that place them at the forefront of the fine art and luxury auction industry in the UK.

The Brief

The Fellows web site is very well established and contains in excess of 2 million items in its extensive auction archive. The run rate of new items is generally in excess of 3,000 per week and staying on top of technical SEO is an issue.

Fellows had been using a third party agency to manage their SEO as part of a deal, and in a very short time it became clear that the technical SEO aspects had been ignored and there were issues with indexing and site hygiene.

Fellows briefed the digital marketing team at Star Digital to fix and maintain all of the technical SEO aspects and to work with them on insight around SEO tools such as rich snippets and competitor ranking monitoring.

Star Digital used their extensive auction web marketing experience to put together a plan of action.

Project Strategy and Approach

Star Digital spent time with the marketing team at Fellows to present their findings on the technical SEO issues and put together a plan to reduce the issues over time.

As Moz partners Star Digital accessed a wealth of data that allowed us to focus on fixing;

• Missing meta descriptions programatically
• Fixing internal broken links
• Resolving broken image links
• Adding ALT and TITLE text to all images programatically
• Implementing rich snippets to get better indexing and search visibility

As the number of technical issues reduced, we started to work on insight, using a number of SEO tools and Google Analytics to make recommendations on user journeys.

We installed heatmps and user session recording to look at any dead ends or problem areas of the web site, and made recommendations for improvements that were scoped out, designed and passed to our sister software business Auction Marketeer to deploy to the online auction platform.

We then introduced multivariate testing using Google Conversion Optimizer and made a number of changes to key journeys from the homepage, focussing on consignment valuation outcomes and ease of registering for auctions.

Further insight was provided and a Chatbot was introduced to allow the client to communicate with social media users in real time, alongside the installation of a Live Chat function on the web site to help users, particularly through the Covid-19 lockdown.

Client Feedback

"Star Digital have assisted Fellows with digital marketing and website development to an exceptional standard for many years. As a growing regional auction house, we have reaped the benefit of our strong support from Star Digital as our journey of innovation throughout the digital age continues to evolve.

Star Digital have supported Fellows with our website development, the introduction and design of our own live bidding platform, and many other marketing concepts."

Stephen Whittaker
/ Fellows Auctioneers


Fellows Auctioneers have worked with the Star Digital marketing team since 2006 to provide digital marketing insight, strategy and competitive advantage in the auction industry.

Fellows Auctioneers
Release Date:
February 2, 2020
Digital Marketing
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