Introduction
In this case study, we explore how an eCommerce SEO expert successfully optimized a fashion retailerās website, leading to a 22% revenue increase within a year. The company had grown rapidly through paid advertising but lacked a structured SEO strategy. This study breaks down the essential optimizations made and why they were crucial to success.
The Challenge
- Company: A global fashion eCommerce brand (name confidential).
- SEO Status at the Start:
- No prior SEO implementation.
- Heavy reliance on paid advertising (90% of traffic from paid channels).
- Numerous technical issues.
- Poor UX affecting conversions.
- Incorrect geo-targeting, leading to ranking in the wrong countries.
- Tech Stack: WordPress with a fully custom backend.
The brand had significant untapped SEO potential. The challenge was to build an SEO strategy from scratch and leverage existing assets to improve organic visibility and revenue.
The Strategy
1. Fixing Technical Issues
- Addressed orphan pages for better indexation.
- Implemented proper geo-targeting for international markets.
- Improved website structure for enhanced crawlability and user experience.
2. Optimizing Category Pages
- Restructured category pages to target high-intent keywords.
- Optimized product listings and descriptions for better rankings.
- Implemented internal linking strategies to enhance navigation and authority flow.
3. Content Strategy Implementation
- Created supporting content to improve topical authority.
- Developed educational blogs and guides around fashion trends.
- Introduced product review blogs to enhance credibility and engagement.
4. Backlink Strategy
- Earned backlinks to category and content pages rather than product pages.
- Implemented digital PR campaigns for high-quality links.
- Leveraged influencer collaborations for organic link-building opportunities.
5. Enhancing Product Coverage
- Expanded product listings to improve keyword coverage.
- Focused on niche product categories to compete with larger brands.
6. Improving Navigation & Internal Linking
- Designed an intuitive navigation menu optimized for users and search engines.
- Created more category and subcategory pages for long-tail keyword targeting.
- Implemented breadcrumbs for improved UX and SEO benefits.
Results After 12 Months
- 22% revenue increase from organic search.
- 30% growth in organic traffic.
- Higher rankings for competitive keywords.
- Improved user experience, leading to higher conversion rates.
Key Takeaways for eCommerce SEO
- Product Coverage Matters: Websites with a broad range of products rank better due to search intent alignment.
- Strategic Backlinking Works: Focus on authority-building through category and content pages.
- Navigation Can Make or Break SEO: A structured menu and internal linking significantly impact rankings.
- Category Pages Are Crucial: Invest in optimizing and expanding category pages for targeted traffic.
- Enterprise SEO Requires Precision: Prioritizing high-impact changes ensures sustainable growth.
Conclusion
This case study demonstrates that a structured SEO approach can lead to substantial revenue growth, even for brands previously dependent on paid channels. By addressing technical issues, optimizing content, and leveraging internal linking, businesses can drive sustainable organic growth in competitive markets.