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Calvin Klein

Underneath Calvin Klein’s Digital Success with eCommerce SEO

stat-keyword

142%

Increase in organic revenue achieved
stat-sales

52%

Increase in organic traffic achieved
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9 to 52

Increase in Domain Authority in a year
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4X

Keyword growth for Top 3 positions

The challenge

Calvin Klein is one of the world's most iconic lifestyle brands, offering on-trend and affordable wardrobe-essentials. Since 1968, they've won the hearts of happy customers in 130+ countries. But in the competitive fashion industry, digital is what defines achieving success or going stagnant. 

Calvin Klein Australia saw a big opportunity to grow even further, yet their digital presence just wasn't doing the job—search engine visibility was simply too low, along with dismal ROI for their digital marketing efforts. 

OMG collaborated with Calvin Klein to deliver an integrated solution that leveraged eCommerce marketing with SEO fundamentals to drive strong incremental growth. With a full-service SEO campaign, we were able to drive positive revenue growth, increase brand visibility in a meaningful way, translate digital visitors into in-store visits, and expand from brick-and-mortar to become online market leaders. 

Key problems

  • Low search engine visibility across key product categories, meaning click-happy customers were finding their competitors and resellers first.
  • Competitive fashion eCommerce industry, meaning outranking and outshining competitors requires a robust SEO strategy.
  • Google Adwords delivering a poor ROI, meaning high cost and low conversion. Increasing organic would lower reliance on PPC over the long-term.
Case study date 29 July 2021

Our Approach.

The Gurus used a combination of SEO tools in order to perform a detailed analysis of our client’s site and its competitors to identify link building and content opportunities. This in-depth dive into CK’s data combined with our R&D insights revealed low hanging fruit keyword opportunities to drive incremental rankings that would have significant traffic growth potential.

  • Technical Analysis revealed a high volume of broken links and missing schema. A new technical SEO strategy was a priority to improve website health.
  • By analysing Search Console data, we identified untapped potential across multiple category pages.
  • Offsite Analysis revealed a low domain rating and spammy link profile for a limited number of referring domain and the capability to deliver an augmented backlink strategy targeting high DA editorial sites.
Calvin Klein Flying Laptop

A local team to create global digital results.

We focus on delivering customers, not just clicks. Buyers, not just browsers. That's why 1,000 companies trust our customised strategies and experienced team. See for yourself the results we achieved for eCommerce brands like Calvin Klein across USA, UK and Australian websites. 137% more organic revenue, 52% more organic traffic, and a huge ROI achieved. Those are phenomenal results that just kept getting better. 

Digital done well with an expert team.
I have been working with Mez and Andrew since 2013 across multiple retail brands. Measurable results and advice to further grow the business. The team at OMG are personable, honest, reliable and talented – this is attributed to the hard work and success that Mez, Danny and Andrew deliver.
Calvin Klein
Karleitia Bodlovic - Digital Marketing Head
Website-collateral-06

The results? Top rankings where it counted most.

Within 12 months, OMG helped Calvin Klein to rank in the top 3 spots for keywords, such as 'men’s underwear', 'women’s underwear', 'men’s boxer briefs', 'buy underwear online', and so many more. In many cases, we resurrected their rankings from page 5 onwards to the top of page 1.

Most importantly, organic revenue doubled in the last 12 months and SEO is now their largest consistent channel for traffic, conversions, and revenue. 

Breaking down a winning digital strategy. 

01

Optimising website and content structure to achieve sky-high rankings where they count.

On-page SEO is a cornerstone of improving site performance and climbing up the first page of Google rankings. Page-level analysis revealed opportunities to increase rankings for category and product pages by making changes to the content structure on-page to maintain a clean look and a good user experience while reaping the SEO benefits of expanded SEO content length. By analysing Search Console data, we identified untapped potential across multiple category pages. We knew that by optimising metadata to improve CTR we’d see huge wins —just a 1% improvement would lead to 1000s of new visitors.

02

Strategic website authority building to boost search engine visibility.

Domain Authority (DA) is one of the main ranking factors determining where your website ends up on search engine result pages (SERPs). The offsite analysis revealed a low domain rating and spammy link profile for a limited number of referring domains. Our SEO specialists had the capability to deliver an augmented backlink strategy targeting high DA editorial sites link back to the valuable pages that had been optimised. Over the next 12 months, the site’s domain authority rose from 9 up to 52 with increased visibility in search results for the targeted pages and keywords.

03

Competitor and market analysis to spot growth opportunities.

In the competitive fashion industry, the most profitable keywords are also the most competitive. Proven SEO strategies would help to target and boost this client's search engine rankings—resulting in first page rankings for tough keywords such as 'women’s online fashion' and 'Australian clothing'. At the start of the campaign, the site was indexed for 570 relevant non-branded keywords on page 1 and 2 but ranked outside the top 3. We needed to target rankings in the top 3 positions that receive the lion’s share of traffic. We went ahead and optimised the website’s technical SEO, content pages, and built links. In 12 months, Calvin Klein moved from 582 to over 2200 words into the top 3 positions.

04

Technical and International SEO approach to grow the Australian brand

The greatest goal was growing the brand's Australian presence in the context of their global growth. The implementation of technical fixes was the most challenging due to the scale of the international site as well as working with several divisions around the world. Most notably, the implementation of hreflang HTML attributes which by itself is a complex process but even more so on large websites. These technical fixes were critical to the success of the national campaign. We worked closely with the Calvin Klein web developers to consult and ensure that these were correctly implemented and all errors were rectified. From here we then optimised the brands’ Google My Business Listings to expand Australian Bricks & Mortar and become online market leaders.

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