ECommerce Fashion Brand: On-page SEO & Content Marketing

SEO Strategy for an ECommerce Fashion Brand

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.

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.