Apparel Ecommerce Store

This SEO campaign presented significant challenges due to a mismatch between site pages and customer intent, despite strong revenue generation. The brand faced overwhelming issues, including irrelevant page crawling, weak link equity, poor navigation, and ineffective use of GA4. SKU organization was chaotic, the website hierarchy was confusing, and the Google Search Console was cluttered.

Key Challenges

• Site Audit: Conducting a comprehensive audit was daunting, requiring custom slides and multiple Loom calls for team guidance.
• Limited Resources: The project had constraints that demanded an innovative approach to problem-solving.

Strategic Roadmap

To address these issues, a 9-step SEO roadmap was developed:

1. Optimize Link Equity: Enhanced both internal and external link structures.
2. Align Content Funnels: Improved content to better match customer intent and drive high-ROI traffic.
3. Reorganize SKUs: Streamlined SKU organization to enhance the customer journey.
4. Media Strategy: Planned a targeted media approach for Google properties.
5. Focus on Low-Resource Fixes: Prioritized changes with significant macro results.
6. Clean Up Crawling Issues: Addressed Google crawling problems and fixed index bloat.
7. Identify Quick Wins: Found segments within the eCommerce store that offered immediate improvement opportunities.
8. Create Systems for Internal Teams: Established processes to ensure future-proof SEO strategies.

Outcome

This campaign demonstrated that SEO requires creativity and tailored strategies. The customized approach led to a substantial increase in transactional traffic and meaningful results for the brand, reinforcing the importance of bespoke SEO strategies in driving organic growth. This project stands out as one of the most rewarding campaigns undertaken.