Blog Strategy Leads to 100% Increase in Traffic

SERVICES EMPLOYED: SEO

Overview

A well-known US-based international retailer reached out to Seer for assistance in improving the SEO performance for one of their fashion brands. Founded in 1984, the retailer of women’s fashion and lifestyle brand went through a revolution in the early 2000’s.

The Brief

The fashion brand reached out to Seer for assistance supplementing an internal SEO resource by guiding Content and Link building Strategies, as well as further leveraging branding, blogging, and PR efforts.

After one year, Seer increased overall monthly organic visits by 77% year over year. Non-branded organic search traffic grew 110% year over year, which outpaced branded terms by over 30%. The contribution of SEO to overall revenue and traffic sources also increased.

Organic, Unbranded Traffic, July 2011 – April 2012

Seer Fashion Case Study Traffic Graph

To fuel these traffic and revenue increases, Seer grew first page rankings from 50 keywords to 175 keywords, all of which with search demand equal or exceeding 8,000 searches per month. Below shows the ranking movements over this timeframe within Google:

Number of Keywords, July 2011 Number of Keywords, April 2012  Change
 First Page 50 175 +125
 Second Page 18 83 +65
 Third Page 6 31 +25

Of the first page rankings, 45% represent our starting target keywords and 11% are from the keywords added over the first six months to account for new brands, trends, and styles.

Results

In partnering with other internal marketing teams, the Seer team created and conducted a half day workshop with the blogging team to share SEO best practices designed to be easily incorporated into the content creation processes. Seer recommend topics based on rising search volume to put the clothing retailer on the forefront of trends. This also influenced buying and inventory decisions. This increase in content had kept brand enthusiasts engaged while also helping the site gain traffic from longer-tail queries. In turn, the blogging team was able to alert Seer of up and coming styles and products, so that they may be targeted strategically.