Australian Fashion Brand Achieves 86% Growth in Non-Branded Organic Traffic

In the past six months, traffic from non-branded keywords has surged by an impressive 86.47%, significantly outperforming the previous period’s metrics.

Client Overview 

I had the opportunity to work with an Australian Women’s Fashion Brand established in 2003 in Sydney. The brand is well-known for its classic and timeless designs. Despite its strong presence in the fashion industry, it faced significant SEO challenges that limited its online visibility and growth.

Project Start Month: November 2023

Challenges

1. Limited Non-Branded Traffic: The brand was heavily reliant on branded searches, which meant most of its organic traffic came from users already familiar with the brand. This dependency reduced the opportunity to attract new potential customers who were not aware of the brand.

2. Weak Backlink Profile: The website had a limited backlink profile, with few high-quality inbound links from authoritative sources. This weak backlink profile was affecting the site’s domain authority, making it difficult to rank higher on search engine results pages (SERPs).

Approach

Non-Branded Keyword Strategy: To increase visibility, I conducted comprehensive keyword research to find non-branded terms that were relevant to the target audience. I optimized content and metadata with these keywords, aiming to attract new visitors actively searching for fashion-related topics.

 Keyword and Category Page Expansion: Using insights from market trends and competitor analysis, I identified new keyword opportunities, including those related to emerging fashion trends, seasonal collections, and other relevant industry terms. Additionally, I found crucial category pages missing from the website and focused on creating and optimizing these pages. This strategy improved the user experience and provided search engines with more content to index, boosting overall website visibility.

 Backlink Acquisition Strategy: To enhance the site’s domain authority, I implemented a targeted backlink acquisition campaign. This involved reaching out to reputable fashion blogs, industry publications, and influencers to secure high-quality backlinks. Building a diverse and authoritative backlink profile helped improve search engine rankings.

Results

Increased Non-Branded Traffic: The focus on non-branded keywords paid off, leading to a significant rise in non-branded organic traffic. Over the past six months, traffic from non-branded keywords grew by approximately 86.47% compared to the previous period, attracting a wider audience and expanding the customer base.

Diversified Keyword Targeting: By integrating new keywords related to emerging trends and fashion topics, the brand achieved better search engine rankings and increased its visibility across a broader range of search queries.

Enhanced Category Pages: The addition and optimization of key category pages improved user navigation and engagement. This led to higher conversion rates and boosted SEO performance for targeted product categories.

Strengthened Backlink Profile: Through effective outreach and relationship building, the brand acquired high-quality backlinks from authoritative sources. This not only improved its domain authority but also helped establish the brand as a trusted authority in the fashion industry.

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