Sustainable Fashion Retailer

Challenges

The brand looked to connect with eco-conscious shoppers across the globe, aiming to leverage the powerful world of search and so, partnered with Online Marketing Gurus on a hyper-targeted SEO strategy. The goals? To drive positive growth and revenue from SEO, along with creating meaningful visibility online.

• Low website authority compared to key competitors in Eco Wear and everyday basics
• No Google Search Console installation which led to inaccurate data tracking
• While AU presence was strong, the indexation and visibility in NZ was extremely low
• Some technical issues involving 404 errors, hreflang tags and the XML sitemap

Our Approach

Our SEO Gurus formulated an evidence-based SEO strategy surrounding the company’s main focus of meaningful visibility to turn positive growth and revenue. The strategy encompassed technical, on-page, and offsite SEO tactics to make the dream a reality for the sustainable clothing retailer.

• Leveraging audit insights to hone in on high-return opportunity
• Technical SEO to streamline a high performing website
• Strategic link building to increase website authority and therefore visibility
• In-depth on-page SEO optimisations, including developing a content strategy and optimising all metadata

Strategy & Execution

Strategic link-building tailored to boost website authority for high-ranking visibility

Google still considers the quality and quantity of websites linking to you as a strong measure of how trustworthy and relevant your website is. That’s why strategic link building factors in every successful SEO strategy.

Quick analysis uncovered that although strong, our client’s website authority was lagging behind other key competitors. So our Gurus set to work employing a range of high-value, pending more than 100+ hours on manual outreach techniques to build authoritative editorial and other links.

Comprehensive technical audit to undo the hidden nasties affecting website performance

By starting every campaign with a comprehensive Digital Audit (valued at $2,000), our SEO Gurus uncovered key technical improvements that were essential to SEO success. This involved addressing 404 errors, the XML sitemap and duplicate metadata.

Technical errors as such can contribute to a poor user experience, not optimal if you want your website to rank highly in the SERPs. With this in mind, our Gurus culminated in a mix of tactics to overcome the hidden nasties affecting the website’s performance and overall rankings. By redirecting the broken links to the appropriate, functioning webpages, adding the XML sitemap URL in the robots.txt and resculpting the duplicate metadata, OMG kept its finger on the pulse to ensure a good user website experience was imminent.

Laser-focused keyword targeting to increase profitable and relevant keyword rankings

In the highly saturated fashion industry, the most profitable keywords are also the most competitive — meaning getting any cut-through takes time and a dedicated approach. Our Gurus delivered an evidence-based SEO strategy to help the sustainable clothing retailer rank for the terms that would both drive meaningful visibility and translate into real sales.

After a thorough investigation of the company’s website, local competitors, and online demand, OMG discovered the most high-impact opportunities out there. This included “low-hanging fruit”; primarily keywords ranking on page 2 and 3 such as, ‘women’s underwear’, ‘comfy bras’, ‘singlet’, and many more that could be capitalised on.

Key Results

Some of our biggest wins include ranking #1 for “bamboo baby clothes” and ranking #1 & #2 for “organic bamboo leggings”, along with keyword rank increases for “mens boxers” and “mens bamboo clothing” moving from page two to page 1 on Google’s SERP.

Within just 6 months of beginning the SEO strategy, OMG was able to help generate a 43% increase in non-branded revenue for the sustainable Clothing retailer, indicating that online visibility has evidently increased.

After 10 months of commencing the campaign, overall keyword reach had grown by 35%, crossing over the 3000 keyword mark. This included a 30% increase in top 3 terms (from 86 to 112) and an additional 39% growth in p4-10 terms (from 136 to 189).

Furthermore, by understanding what competitors are doing differently and what consumers are searching for, the sustainable Eco Clothing brand continues to grow rankings and revenue, boasting a 48% increase in organic visits and a 25% increase in organic revenue in 12 months. As the partnership enters its 2nd year, the future is looking bright and full of enormous growth opportunities.