CONTEXT
The client is an emerging e-commerce in the fashion industry specializing in cowgirl clothing and operating in Mexico and the United States.
Despite being a small company, the client wanted to establish a strong online presence. However, it was facing significant challenges due to its recent website creation, which had configuration issues and a lack of organic traffic.
CHALLENGE
The client’s main challenge was its lack of online visibility. As a new site with no backlinks or significant content, Google was slow to validate the site and its content.
This was compounded by the low-profit margin per sale, making paid ads an unsustainable long-term solution.
Furthermore, the client was faced with the effectiveness of their competitors’ SEO strategies, which dominated the search results.
SOLUTION
To overcome these challenges, an SEO strategy focused on on-page and off-page optimization was adopted.
- Global strategy: Product categories were optimized with in-depth keyword research and targeted content creation.
- On-page: we prioritize the optimization of four categories per month, starting with the most popular ones.
- Off-page: we establish partnerships to publish content on Spanish-language websites, generating valuable backlinks.
STRATEGY
The SEO strategy aligned with the client’s business objectives, aiming to increase organic traffic and profit margins.
Using data and analytics allowed for the fine-tuning of strategies, avoiding the cannibalization of keywords between different categories.
RESULTS
In six months, organic traffic significantly increased, jumping from 11 to 45 clicks per day and impressions from 232 to 2503.
What does this mean? We went from a website with 300 hits per month to a website with more than 1000 hits per month in 6 months – 3x increase.
The number of organic keywords increased from 321 to 1070, with substantial growth in keywords on the first page of Google.
This is due to optimizing existing content (refresh); we did not create new pages or blogs; we just improved what already existed.
The site’s Domain Rating also improved, although it was still below the competition. And do you know what that proves? Even with few backlinks, quality won in the end.
We did not significantly increase this client’s DR, and despite this, we positioned their categories in the top 3 for their main market: Mexico.
Example of positioning in the Top 1
For one of the categories, we updated and optimized the content on November 6th. The page reached the first page on November 27th and Top 1 on January 19th.
LESSONS LEARNED
The experience highlighted the importance of understanding and capitalizing on gaps in competitors’ strategies.
Furthermore, it highlighted the need for product segmentation in the fashion industry and the importance of well-executed SEO for long-term sustainable results.
