Australian Women's Fashion Brand: Non-Branded Traffic Increased By 86.47% In The Past Six Months

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Project Start Month: November 2023

Client Overview:

Australian Women's Fashion Brand a prominent fashion brand founded in 2003 in Sydney, Australia, is known for its classic and timeless designs. Despite its established presence in the fashion industry, faced several SEO challenges that hindered its online visibility and growth potential.

‍Challenges:

Lack of Non-Branded Traffic:

Faced challenges in drawing non-branded organic traffic, heavily depending on branded searches for website visits. This restricted the brand's exposure to prospective customers who were unfamiliar with its products.

‍Backlink Profile:

It had a weak backlink profile, lacking sufficient high-quality inbound links from authoritative websites. This deficiency adversely affected the website's domain authority and search engine rankings.

Approach:

Non-Branded Keyword Strategy:

We conducted in-depth keyword research to identify non-branded terms and phrases relevant to  target audience. By optimizing content and metadata for these keywords, we aimed to attract new visitors actively searching for fashion-related topics.

‍Keyword and Category Page Expansion:

Leveraging insights from market trends and competitor analysis, we identified new keyword opportunities to expand reach and visibility. These keywords included emerging fashion trends, seasonal collections, and related industry terms. Simultaneously, we worked closely with and identify and prioritize important category pages that were missing from the website.

By creating and optimizing these pages, we enhanced user experience and provided search engines with additional content to index, improving overall website visibility.

‍Backlink Acquisition Strategy:

Our team implemented a strategic backlink acquisition campaign focused on acquiring high-quality links from reputable fashion blogs, industry publications, and influencers. By building a diverse and authoritative backlink profile, we aimed to increase domain authority and improve search engine rankings.

‍Results:

Increased Non-Branded Traffic: By optimizing for non-branded keywords and expanding the keyword strategy, experienced a significant increase in non-branded organic traffic, reaching new audiences and expanding its customer base. The non-branded keyword traffic has experienced an impressive growth of approximately 86.47% over the last six months compared to the previous six months.

‍Diversified Keyword Targeting: The incorporation of new keywords targeting emerging trends and fashion-related topics resulted in improved search engine rankings and increased visibility for across a broader range of search queries.

Enhanced Category Pages: The addition of important category pages to the website improved user navigation and engagement, leading to higher conversion rates and improved SEO performance for targeted product categories.

Strengthened Backlink Profile: Through strategic outreach and relationship building,  acquired high-quality backlinks from authoritative sources, bolstering the brand's domain authority and positioning it as a trusted authority in the fashion industry.

Conclusion:

By addressing key SEO challenges and implementing a comprehensive strategy focused on non-branded keyword targeting, new keyword opportunities, category page optimization, and backlink acquisition, we successfully helped overcome obstacles and achieve significant improvements in online visibility, traffic, and search engine rankings. As a result, is better positioned to reach and engage with its target audience, driving growth and success in the competitive fashion landscape.