The Challenge
Already established as a successful and growing online fashion brand, JadedLDN were looking to increase the level of organic revenue from their category and product pages. Before the campaign began, the brand was heavily reliant on branded search queries to drive sales from organic search. Whilst this had been effective and profitable, it was not opening up the brand to as many new users as could be reached by improving the volume of non-branded page traffic coming to the site.
Our Approach
We undertook a full site audit which uncovered a number of opportunities for growth, including creating new subcategories and mapping keywords to more relevant pages. We also reviewed all the content on the landing pages, recommending specific areas for improvement including interlinking between related parent and sub-category pages. We also built links to categories which had a high search volume but were ranking just off the first page.
Keyword Mapping
Some categories were too large and needed to be broken down into small more relevant pages. Doing this improved visibility and traffic for certain key terms that were previously mapped to more generic pages.
Content Audit
We audited all the category content and made recommendations for improvements based on optimisation insights.
Internal Linking
We improved the site architecture by ensuring thematically related pages were interlinked with one another, as well as ensuring all relevant subcategories were linked from parent pages.
Blogger Outreach
We reached out to fashion and lifestyle influencers in order to earn links to the key category pages. Leveraging the existing site authority helped to drive up visibility on the key commercial landing pages.
Technical Audit
A full technical audit uncovered a variety of improvements including updating the sitemap, redirecting 404 pages and fixing missing metadata.
Unlinked Mentions
We outreached to a number of sites mentioning the brand but not linking to them within the pages itself. This simple technique helped complement our own outreach campaign.
The Results
Revenue from organic search jumped by nearly a quarter within the first three months. The term “baggy jeans” (27,100 searches) went from being ranked #68 to ranking number #1, with “jorts” also achieving the number one spot. In addition, a number of other high-volume terms including “corsets”, “coords” and “parachute pants” all moved onto the first page.
