Australian Women's Fashion Brand Sees Non-Branded Traffic Surge by 86.47% Over the Last Six Months
The traffic from non-branded keywords has shown remarkable growth of about 86.47% in the past six months compared to the prior six months.
98%
Growth in Non-branded Clicks
52%
Increase in Non-branded Impressions
6.2%
Position Improvement in Average Ranking
Client Overview:
An Australian Women’s Fashion Brand, established in 2003 in Sydney, is recognized for its classic and timeless designs. Despite its solid footing in the fashion sector, the brand encountered several SEO obstacles that limited its online visibility and growth potential.
Project Start Month: November 2023
Challenges:
- Limited Non-Branded Traffic:
The brand struggled to attract non-branded organic traffic, relying heavily on branded searches for site visits. This dependency restricted exposure to potential customers unfamiliar with its offerings.
- Weak Backlink Profile:
The brand had a limited backlink profile, lacking enough high-quality inbound links from authoritative websites. This shortfall negatively impacted the site’s domain authority and search engine rankings.
Approach:
- Non-Branded Keyword Strategy:
We performed comprehensive keyword research to identify non-branded terms relevant to the target audience. By optimizing content and metadata for these keywords, our goal was to attract new visitors actively searching for fashion-related topics. - Keyword and Category Page Expansion:
Using insights from market trends and competitor analysis, we uncovered new keyword opportunities to broaden reach and visibility. These included emerging fashion trends, seasonal collections, and related industry terms. We also identified crucial category pages that were missing from the website and prioritized their development.
By creating and optimizing these pages, we improved user experience and provided search engines with additional content to index, thereby enhancing overall website visibility. - Backlink Acquisition Strategy:
Our team executed a strategic campaign to acquire high-quality backlinks from reputable fashion blogs, industry publications, and influencers. By cultivating a diverse and authoritative backlink profile, we aimed to boost domain authority and improve search engine rankings.
Results:
- Increased Non-Branded Traffic:
Through optimization for non-branded keywords and an expanded keyword strategy, the brand saw a notable increase in non-branded organic traffic, reaching new audiences and growing its customer base. Non-branded keyword traffic experienced impressive growth of approximately 86.47% over the past six months compared to the previous six months. - Diversified Keyword Targeting:
The integration of new keywords focusing on emerging trends and fashion-related topics led to enhanced search engine rankings and increased visibility across a wider range of search queries. - Enhanced Category Pages:
The addition of important category pages improved user navigation and engagement, resulting in higher conversion rates and better SEO performance for targeted product categories. - Strengthened Backlink Profile:
Through strategic outreach and relationship building, the brand acquired high-quality backlinks from authoritative sources, enhancing its domain authority and establishing it as a trusted authority in the fashion industry.
Conclusion:
By tackling key SEO challenges and implementing a comprehensive strategy centered around non-branded keyword targeting, identifying new keyword opportunities, optimizing category pages, and acquiring backlinks, we successfully helped the brand overcome obstacles and achieve substantial improvements in online visibility, traffic, and search engine rankings. Consequently, the brand is now better positioned to reach and engage with its target audience, driving growth and success in the competitive fashion landscape.