How Princess Polly Tripled Their Top 3 Rankings

Challenges

Thousands of women worldwide have fallen in love with the brand, all thanks to their bold personality and beautiful clothing. While Princess Polly began on the beaches of Gold Coast, Australia, they’re a leading and 100% independently-owned retailer with global reach.

As the brand continued to grow, Princess Polly wanted to achieve digital domination — a particularly challenging feat considering the fierce competition in the fashion industry. That’s why they secured OMG as their trusted partner for the job.

We implemented a 12 month SEO strategy, carefully customised to their unique business, industry, and customers. By first diving deep into the numbers and research, we better understood how Princess Polly’s customers behaved online — and then tailored a strategy to successfully attract, captivate, and convert them.

• Fierce competition in the fashion and eCommerce industries
• Low search engine visibility for core product pages
• Want to grow customer base across Australia and the world

Our Approach

For Princess Polly, SEO was about more than securing uplifts in traffic. They were ambitious in growing sales, connecting with floods of new customers, and taking the industry by storm. To achieve their unique version of success, we customised a 12 month SEO campaign. The core strategy leveraged:

Strategy & Execution

Setting the foundation for SEO success

Did you know that people search for dresses online in over 1,600 ways? To capitalise on the myriad of ways that these ready-to-buy customers were searching online, we began with creating umbrella categories according to characteristics like type, length, size and style.

Catapulting Princess Polly to the top of rankings.

Engineering SEO success begins with aligning the website with the most profitable and relevant keywords.

Key Results

Existing product pages lumped all dress types together, so we focused first on building out subcategory pages to attract highly qualified traffic. Then we focused link building efforts to grow authority for these unique pages. Soon enough, Princess Polly was outranking their competitors. They also became market leaders for dresses.

The results? Top rankings where it counted most. Within 12 months, OMG helped Princess Polly to rank in the top 3 spots for keywords such as ‘dresses’, ‘womens party dresses’, ‘playsuits australia’, ‘mini skirts australia’, and so many more. In many cases, we resurrected their rankings from page 5 onwards, to top of page 1.