The Client
SALTY is a fashion jewelry brand and had a vision to become a go-to destination for both men’s jewelry and women jewelry enthusiasts
The Objective
The Competition
The competitors were not only other fashion jewelry brands, but also popular marketplaces like Myntra, Ajio, Nykaa Fashion and Amazon.
The Result
Rankings
From 13 Keywords to 1,100 keywords on Google 1st Page
Traffic
Organic Traffic from 721 to ~152k in 15 months
Keyword Research and Competitor Analysis
We carried out keyword research using SEMrush, Google’s Keyword Planner and Google Search Console (since it was already setup earlier by client)
The competitors were not only other fashion jewelry brands, but also popular marketplaces like Myntra, Ajio, Nykaa Fashion and Amazon. A very detailed keyword research was done to identify the combination of keywords our competitors were ranking on.
Based on our research a comprehensive list of keywords were prepared which aligns to client’s brand positioning, covers their categories and targets the type of audience which is relevant to client’s business
This laid down a rock-solid foundation to start with our SEO implementations.
Creation of Event Pages
As per our business research and understanding of the industry, fashion jewelry witnesses peak during festival/events like Valentine day, Diwali, Rakshabandhan, Garba, Christmas, New Year etc. Hence, we suggested creation of specific event/festival based pages
Detailed keyword research was done, specific url suggestion and content suggestion was shared for creation of those pages. The key was to have those pages on the website atleast 2-3 months in advance
Creation of Metas, Technical SEO, On-page implementations were done for those newly created pages. Specific products suitable to the events were also suggested to be added there for higher transaction rates
What we achieved: Multiple event based keywords ranking on Google 1st page. As a result, we have seen high spike in organic traffic and transactions during these events/festivals season.
On – Page Optimization
Firstly, we started by assigning suitable header tags to headings and subheadings on every page, maintaining alignment with their respective page structures.
Next, we established internal links using anchor text rich in keywords, making certain that each page had at least one internal link leading to and from it. We employed a range of primary and secondary keywords, taking care to avoid duplicate keyphrases.
Furthermore, we incorporated alt text for all images across the website, ensuring that each description precisely represented the corresponding image.
Targeting through Blogs
The target audience is youth – college going students, young working population who would wear latest trendy office wear jewelry to workplace, casual gifting to friends and relatives. Keeping this in mind the blog topics were not just limited to fashion jewelry.
Idea was to bring more relevant audience to the website, hence blogs on latest office wear apparels, how to guides, fashion trends, gifting ideas, festival celebrations were posted on the website.
The blogs were optimized, and internal linking was done to our respective category/product pages.
This has helped in bringing relevant audience to the website and increased the popularity of the brand amongst the youth.
Adding more Collections The journey never stops.
We exploded our keyword horizon by adding more collection pages. After key categories and event-based pages, we suggested to have color-based pages. To cater to specific color based searches, we have suggested creation of respective pages.
The traffic boomed with the addition of many collection pages and targeting in-numerable combination of keywords.
Its still the beginning, key to successful SEO is strategize and re-strategize, we will keep on adding other collection pages to make it a brand that appear for any probable combination of keyword when it comes to fashion jewelry for men and women
Off – Page Strategy
We did a detailed competitor analysis of backlinks using the software ahrefs. Then we did the research on clients existing content which is bringing maximum traffic.
Our strategy was writing link bait content to attract maximum links based on the research.
Aggressive backlinks were created with sites having high Domain Authority (DA) and Page Authority (PA)
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