SEO-optimization of a new online store of women’s clothing: how to increase traffic and positions. Case



Service: SEO-optimization
Region: Ukraine
Project: online store of inexpensive women’s clothing, a new brand, the main range – casual wear, knitted suits, dresses.
Objectives: increase organic traffic, improve visibility in search results

An integrated approach in e-commerce projects in the initial stages allows you to get the desired result faster, as well as spend less on optimization in the future. After all, the foundation for further effective work has already been laid. Planning and consistent implementation of certain steps provide positive dynamics even in highly competitive niches.
The project included SEO-optimization at the development stage, as well as further work on search engine optimization.

Organic orders received: 232
Traffic growth: +338.95%
Transaction growth: +93.33%
Income growth: + 157%.

Guideline works

  1. Analysis of the market and competitors.
  2. Preparation of a list of recommendations for search engine optimization at the stage of development (technical recommendations).
  3. Defining priority product categories for promotion.
  4. Creating the semantic core of queries, clustering.
  5. On-page optimization.
  6. Preparation of a content plan in accordance with search trends in women’s clothing.
  7. Crowd marketing.
  8. Linkbuilding.

Work progress

Analysis of competitors in the niche for search engine optimization is based on research:

  • site architecture, available landing pages, categories, filters and optimization of their pages;
  • domain history and age;
  • the volume and frequency of content updates;
  • traffic sources, their ratio;
  • mass of links and rates of its growth;
  • evaluation of the usability of the site for users.

After conducting such a comprehensive analysis, we proceed to the preparation of technical recommendations for internal optimization of the site at the development stage.

The basic list includes: creating a valid robots.txt and sitemap, SEO-Friendly URL structure, 404 page preparation, Page Speed ​​checking, micro-markup, hreflang, page structure, categories, breadcrumbs, pagination, restriction of indexing of individual pages, etc.

Internal optimization of the site, Page Speed revision

Fig. 1 – Page Speed revision

SEO-optimization at the development stage allows you to take into account all the important points and not spend time on their correction.

At the next stage of optimization the following works were performed:

  1. Defining priority product categories for promotion.
  2. Creating the semantic core of queries, clustering.
  3. Creating metatags for information pages, product categories and products.
  4. Check the structure of the site, recommendations for additions.
  5. Work with filters and product cards.
  6. Usability check.
  7. Recommendations for image optimization.
  8. Checking speed indicators.
  9. Preparation of a thematic content plan for the blog.
  10. Setting a technical task for copywriters to create an SEO-relevant description of categories.
  11. Implementation of internal relinking.
  12. Tracking and analysis of behavioral factors.

During the formation of the semantic core attention is paid to determining the type of search demand on the client path map.
For example, the search query “buy a dress cheap”:

  • in the TOP for this query are the results from Google maps, pages of the corresponding category of online stores and marketplaces, etc.
  • to optimize for this query, we used content on the category page with query inclusion, internal relinking, blog materials, and external links.
Internal optimization of the site, page speed analysis

Fig. 2 – Analysis of pages

In addition to working with category pages, we also paid attention to product cards. For a positive customer experience, vehicles were prepared to prepare descriptions of clothing models, quality photo content. After all, it is important for the user to understand everything about the product before he makes a purchase.
For this purpose, blog materials are also well suited, in which you can talk about the features of caring for fabrics or creating images with clothes that are offered in the online store.

Internal optimization of the site, application of the blog materials

Fig. 3 – Application of the blog materials

After carrying out internal optimization we pass to external works.

Within the framework of this block:

  1. Analysis of the external link profile of competitors.
  2. Development of external search engine optimization strategy.
  3. Preparation of a content plan for articles with identified key queries.
  4. Analysis and selection of resources for posting articles with links.
  5. Crowd marketing.
  6. Tracking and analysis of results, making adjustments to the work.

The results obtained for the period April-August 2021

Case results for Quester-September 2021, optimization

Fig. 4 – Results for April-August 2021

Case results, a list of popular requests

Fig. 5 – A list of popular requests

As can be seen from the results, optimization at the development stage and further work give good results. However, we should not forget that Internet marketing is a complex story. That is why you should use other tools, such as social networks, advertising, etc.

As part of SEO-work, it is important to constantly monitor the results, as well as monitor the activities of competitors and the market as a whole. This allows you to respond to changes in a timely manner and make the necessary adjustments to maintain success.

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