SEO Case Study: Luxury E-Commerce Boutique

SEO Case Study: Luxury E-Commerce Boutique

Executive Summary

In 2019, Careful Feet Digital worked in partnership with a boutique content agency to improve page rankings for a luxury fashion website that connects consumers with boutiques in Europe. We created and executed an SEO strategy, both regarding the content and the technical aspects. Our work increased the average page rank by 37 positions and increased click-throughs to the website by 2%, with total clicks increasing by 122k.

Challenges

The client was falling badly behind competitors such as Farfetch, Luisaviaroma and Net-a-Porter in terms of page rankings. Furthermore, its huge website was not well optimised from a technical perspective. These factors were affecting the growth of brand awareness through digital sources, as well as online sales.

How Careful Feet Digital Helped

We were approached to increase qualified traffic to a very large and complex e-commerce website. Although it was already generating revenue, most of this revenue was through affiliate links and branded keyword activity. We identified that ranking for more relevant keywords that potential customers were searching for (including keywords related to designers and trending products) would increase traffic at the top of the funnel to add this website to the consideration set of luxury shoppers. Therefore, we created and executed an SEO strategy (both content and technical) focused on generating interest from top-of-funnel shoppers. On average, our work increased the page rank by 37 positions and increased click-throughs to the website by 2%, with total clicks increasing by 122k. In 2019, assisted conversions from search activity increased by over 100,000 euros.

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