Product Type:
SEO
Customer Type:
B2C
Industry:
Fashion
Niche:
Jewellery
Year:
2020 - 2022
Certain sections of this case study have been anonymised to protect my client's information.
Overview
A growing fashion brand required an SEO strategy to help them grow its business organically and aid its PPC and social media campaigns which were its primary traffic sources. They are a small business in a competitive eCommerce sector that desired a consistent approach that developed their business over time and provided long-term growth.
Challenges
They are in an incredibly competitive industry, with all of their targeted keywords rated high in competition. The brand is a small organisation competing with some established British brands that have been in the marketplace for over 150 years. The budget was slim; competitors would likely be spending upwards of £5000 a month on SEO, whereas our budget was less than £500. The site has many products and categories, making it challenging to maintain and align with SEO best practices. In addition, there was no existing blog and limited content throughout the website.
Objectives
Develop the long term on-page and content strategy for all products and product categories. Create and maintain a consistent blog schedule to support the wider site strategy.
Suggested Solutions
As the business was in such as competitive industry, the suggestions were focused on producing quality, helpful content. By utilising content marketing, we’d be able to build on long-tail keywords that have less competition but would aid the targeting of high search volume, more competitive keywords. Technical SEO would also be utilised to make minor updates to the site in line with best practices. On-page optimisation was also assessed, and a plan was created for already established information pages and category pages.
Implementation
As with all SEO clients, the first port of call was to establish how well the website was performing in its current state. Therefore, a comprehensive SEO audit was conducted, which reviewed and analysed website implementation, design and performance, technical SEO score, off-page factors, targeted keywords, competitor scores and content reviews. The audit revealed that the website needed extensive technical work and on-page optimisations to bring it to best practices. However, it was already ranking for several of the chosen keywords without a dedicated strategy; therefore, this indicated an opportunity to rapidly progress these terms.Our initial work consisted of producing a blog article every week that focused on the key terms we were targeting. These terms were spread over several different groups representing the online shop’s core categories. These blogs looked at a range of topics: a mixture of tutorials, trend articles, explainer pieces, and complete guides.As for on-page optimisations, the category pages were the primary focus as non had been optimised and had minimal text-based content. The copy provided optimised text focused on the targeted keyword for each page and secondary terms. It provided helpful information for customers without being overly salesy. However, its primary benefit was to boost the text elements on these core pages. For the technical SEO work, significant errors were focused on first. Then, minor mistakes and notices were tackled throughout the year to improve the site.
“The approach to SEO has been a breath of fresh air. Transparent about all work including if something didn’t work as planned. I have been particularly impressed with the results but also with the professionalism and reliability as you’ve never missed a deadline.”
Results
This small but concise work significantly boosted the keyword rankings over the first year of work. The consequence was improved visibility on Google, an increase in organic search traffic and a substantial improvement in revenue. Note: stats have been rounded to maintain confidentiality
Revenue Increase by 30%
Increased Organic Search traffic sessions by 14%, over 25,000 session increase on the previous year. Increase of revenue by 30%, over £115,000 gain on the previous year
4200% return on Investmenet
While ROI is notoriously difficult to exact with SEO, when looking at revenue increase for organic traffic alone, the ROI on investment with Middleton Marketing is over 4200%.
12,000 Blog Readership within 12 months
The blog generated over 12,000 direct visits to the website and has had over 17,500 views.