Pearl Lemon - SEO Agency London

Fashion Company Case Study: How We Boosted Sales, Skyrocketed SERPS Rankings , and Reduced Cart Abandonment

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Are you ready to discover how search engine optimization (SEO) helped a sustainable fashion brand increase its visibility and drive more sales? In today’s world, sustainability is more important than ever, and sustainable fashion is a growing concern for consumers worldwide. But even with a strong commitment to eco-friendliness, it can be tough for a sustainable fashion brand to stand out in a crowded digital marketplace.That’s where the power of SEO comes in. By optimizing a brand’s website and content, SEO can help increase its visibility, drive more traffic, and ultimately boost sales. In this case study, we’ll dive into the challenges faced by one of our clients, an up-and-coming sustainable fashion brand, and the creative SEO strategies we implemented to overcome them.

You’ll discover how a carefully crafted SEO plan helped this brand get noticed by its target audience, generate more leads, and build a loyal following of eco-conscious shoppers. If you’re a sustainable fashion brand looking to improve your online presence and reach more customers, this case study is a must-read!

The Challenges

Every client comes to us with a unique set of SEO challenges they need our help solving, and this was certainly the case here. However, some of the biggest of these challenges are common to many e-commerce brands, and if you operate in the online retail space, some of the problems that this client came to us looking to solve may be quite familiar to you.

One of the biggest challenges faced by the sustainable fashion brand in this case study was increasing its visibility on search engine results pages (SERPs). 

In addition to SERPs visibility, the brand faced technical SEO issues that were holding back its

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You’ll discover how a carefully crafted SEO plan helped this brand get noticed by its target audience, generate more leads, and build a loyal following of eco-conscious shoppers. If you’re a sustainable fashion brand looking to improve your online presence and reach more customers, this case study is a must-read! This required targeting viable keywords that could drive traffic to the website and increase its rankings on search engines like Google. However, with so much competition in the sustainable fashion industry, finding the right keywords was going to be no easy feat. 

Processes

So just what did we do for this sustainable fashion brand to significantly increase their traffic, their SERPs positions, and their brand reputation? Let’s start breaking it down:

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Extensive Keyword Research

Keyword research is a critical component of any successful SEO strategy, and for this sustainable fashion brand, it was no different. To target viable keywords that could drive traffic and increase the brand’s visibility on SERPs, a comprehensive keyword research process was undertaken. Here is a detailed overview of the steps taken:

Brainstorming: The first step was to sit down with the client and brainstorm a list of potential keywords that were relevant to the brand and its products. This involved analyzing those products, the target audience, and industry trends to identify these crucial words. 

Competitor analysis: The next step was to analyze the brand’s competitors to identify the keywords they were targeting. This involved examining their websites, product descriptions, and content to understand how they were positioning themselves on search engines.

Keyword tools: Once the initial list of potential keywords was generated, keyword research tools such as Google Keyword Planner, Ahrefs, and SEMrush were used to refine the list and identify additional keyword opportunities. These tools provided insights into the search volume, competition, and relevance of each keyword.

Long-tail keywords: In addition to targeting broad keywords, long-tail keywords were also identified to capture more specific search queries. These included phrases such as “sustainable jeans for women” or “organic cotton t-shirts.”Long-tail keywords are highly specific keyword phrases that typically consist of three or more words. They are more specific and targeted than broader keywords and tend to have lower search volumes. However, they are also easier to rank for, and you can use them to attract more qualified traffic to a website. In addition, targeting long-tail keywords can help establish a brand as an authority in a specific niche or area of expertise, which can ultimately lead to increased visibility and sales over time. 

Any business, not just those in the fashion niche, can benefit from this lesser used, but highly effective, approach to keyword targeting. If you take the time to discover the right long tail keywords applicable to your business, then you’ll almost certainly spend less time and money (and experience a lot less stress) getting the results you want than you would trying to compete with larger and better established businesses for the highest volume, shorter keywords that might seem the more obvious choice at first.

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Targeted Technical SEO

For an e-commerce site, especially one with a large range of products on offer, as was the case for our client, it’s hard to overstate the importance of getting your technical SEO right. Google looks hard at the technical SEO aspects of any website, but it gives even more scrutiny to e-commerce websites as money is actually being spent directly on them. In fact, it even has a specific algorithm that targets them. 

This algorithm – known in SEO circles as Your Money Your Life or YMYL for short – places a strong emphasis on the quality and relevance of content related to financial transactions and personal information. And for e-commerce sites, this means providing users with clear and trustworthy information about products, services, pricing, and more.To meet the standards of the YMYL algorithm, e-commerce sites must establish themselves as reliable sources of expert content, such as product reviews and recommendations, to establish authority and build trust with their users. Additionally, they must prioritize the security of users’ personal and financial data by implementing secure payment systems and encryption protocols.

But it’s not just about meeting the algorithm’s standards; it’s about building trust with your customers. By providing reliable information and prioritizing user security, e-commerce businesses can establish themselves as reputable sources and build lasting relationships with their customers. And in the competitive world of e-commerce, building trust can mean the difference between a loyal customer base and a website that struggles to gain traction.

In addition to all of this, consumers are looking for a speedy, efficient shopping process. In real life shoppers hate waiting in long lines to pay, and a sluggish, hard to navigate online checkout is the digital equivalent of this frustrating experience. And as it’s far easier to abandon a digital shopping cart than a physical one and move onto the next store on their list, lots of people will. 

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Image Issues

For this client, one of the first areas we addressed was the site’s load time, which was improved by optimizing the size and compression of images. 

Images are an essential part of an e-commerce website, but they can also slow down the site’s load time, which negatively impacts the user experience and SEO. By compressing and resizing images, the site was able to load faster, leading to improved user engagement and increased search engine rankings.While we were working with the site’s product images, we also ensured that they all had keyword specific alt-tags. Good alt tags for product images are important for several reasons

First, alt tags help search engines understand what an image is about, which can improve its visibility in search engine results pages (SERPs). By providing accurate and descriptive alt tags, you can increase the likelihood that your product images will appear in relevant image searches.Second, alt tags also improve accessibility for users with visual impairments who rely on screen readers to navigate websites. Screen readers use alt tags to describe images to users, allowing them to understand the content of a page even if they are unable to view the images themselves.

Finally, good alt tags can improve the user experience by providing additional context and information about a product. Alt tags can include details such as the product’s name, color, size, and other important features, which can help users make more informed purchasing decisions.

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Perfecting Product Descriptions

Next, product descriptions were updated to include relevant keywords, while also avoiding duplicate content issues common in e-commerce. Duplicate content can harm SEO by confusing search engines and negatively impacting the user experience.

Next, product descriptions were updated to include relevant keywords, while also avoiding duplicate content issues common in e-commerce. Duplicate content can harm SEO by confusing search engines and negatively impacting the user experience.

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The checkout process was also streamlined to provide a seamless experience for users. This involved simplifying the checkout process to require fewer steps to make a purchase. Far too many online businesses ask for way more information than they need at checkout, often in an attempt to gain more marketing data for future use. 

While this is technically a sound idea, the fact is that research – and our own experience working with multiple e-commerce clients – has shown that cart abandonment rates go up   significantly when more than the information required to complete a purchase is requested. For this client we helped them streamline their checkout process to require minimal information at the time of purchase, but to take the email address that consumers expect they need to provide when shopping online and use that to market to customers later. By ensuring that the email was requested early in the process, the client was also able to establish (with our help) a retargeting campaign to recover some of those abandoned carts.

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Creative Content Marketing

Something else that is hard to overstate the importance of for any e-commerce business, including our fashion client, is the importance of effective, targeted content marketing. In this case, we helped the sustainable fashion brand in this case study by implementing a comprehensive content marketing strategy to establish the brand as an authority in the eco-friendly fashion industry and attract a wider audience.

To achieve this, we launched a blog on the brand’s website, featuring articles on sustainable fashion, ethical manufacturing, and eco-friendly materials. This allowed us to showcase the brand’s expertise and establish its authority in the industry.We also leveraged social media platforms to promote the brand’s blog content and engage with its audience, helping to increase the brand’s reach and build recognition. In addition, we partnered with influencers in the eco-friendly fashion industry to promote the brand’s products and values, further increasing its credibility and reach.

To nurture leads and build relationships with potential customers, we launched an email marketing campaign to promote the brand’s blog content, products, and special offers to its audience. We utilized both emails gathered from the website’s checkout to encourage repeat purchases and those we obtained from social channels via a variety of platform exclusive special offers. Finally, we produced brand new video content to showcase both the brand’s unique and exciting products and their manufacturing processes, providing a more engaging and immersive experience for users and helping to establish the brand as a trusted and transparent source for eco-friendly fashion.

Overall, our content marketing strategy helped this sustainable fashion brand establish itself as a leading authority in the eco-friendly fashion industry, attract a wider audience, and build a loyal customer base. 

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The Results

What matters most, at the end of the day, is that any SEO project gets results, whether it’s for an e-commerce business like our client or any other. The results of our SEO and content marketing campaign for the sustainable fashion brand in this case study are nothing short of impressive!Thanks to improved keyword targeting and on-page content optimization, the brand saw a whopping 48% increase in impressions on search engine results pages (SERPs), helping to improve brand visibility and reach.And that’s not all – the brand’s domain authority also shot up by 11 points, indicating that search engines were recognizing the brand as a trusted and authoritative source in the eco-friendly fashion industry.

But wait, there’s more! The brand also saw a significant increase in the number of backlinks to its website, indicating that other reputable websites were linking to the brand’s content and contributing to improved search engine rankings.And when it comes to sales, the results were truly impressive. The brand saw a 36% increase in online sales, thanks to the improved visibility and reach resulting from the SEO and content marketing strategy, as well as the streamlined checkout process and improved security measures.

But we didn’t stop there – we also delivered a significant decrease in cart abandonment, with a 34% decrease in the number of users abandoning their carts before completing their purchase. The improved checkout process, which was streamlined to provide a more seamless and user-friendly experience for customers, was a major contributor to this success.Overall, the results of our SEO and content marketing campaign were nothing short of amazing (and that’s according to the client), with significant increases in impressions, domain authority, backlinks, and sales, as well as a significant decrease in cart abandonment. 

By focusing on technical SEO, content marketing, and user experience improvements, we were able to achieve impressive growth and establish the brand as a trusted and authoritative source in the eco-friendly fashion industry.If you’re looking to achieve similar results for your own business, then look no further than Pearl Lemon! Our team of SEO and content marketing experts can help take your online presence to the next level and help your business reach new heights. So, why wait? Contact us today to learn more about how we can help you achieve your goals and take your business to the next level!

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