Initial situation
We launched the campaign in May 2019. During this period, the shop’s numbers were as follows.
- Number of phrases in TOP 10: 2 803
- Number of phrases in TOP 3: 495
The situation compared to the brand’s main competitors was as follows:
| Number of keywords in TOP 10 | Number of keywords in TOP 3 | |
|---|---|---|
| Renne.pl | 2 803 | 495 |
| Deezee.pl | 3 489 | 776 |
| Ebutik.pl | 11 725 | 3 209 |
| Venezia.pl | 3 507 | 1 168 |
We were not starting from scratch, but the store was quite far behind the competition. Taking into account the entire category of Styl & Moda (Fashion & Style) websites, the renee website ranked around 47th.
Activities
We knew that achieving spectacular results in such a competitive area would require a broad approach and quick action. Therefore, from the very beginning, we focused on partnership-based cooperation with the client. Regular meetings with a competent person on the client’s side and joint planning of tasks were our key to success.
We divided our activities into 3 main areas:
On-page
In the case of e-commerce websites, on-page activities are particularly important. At the beginning of our cooperation, we prepared an audit over 40 pages long. However, the key here was cooperation with the client. Only thanks to an efficient IT department were we able to quickly implement most of the changes that were important to us.
These changes affected many areas, including:
- Information architecture
- Duplicate content
- Charging speed
Changes in the on-page area (from May to August) allowed us to increase the visibility of the website from the starting level of 2,830 keywords in the TOP 10 to 4,830 keywords in the TOP 10.
Content
We approached the issue of content very ambitiously. Our work yielded almost 50 new articles per month, and we were responsible for both planning and content creation. In our work on content, we focused on two areas:
- Categories – we create detailed descriptions of categories that are important from the point of view of SEO
- Blog – we develop the blog https://www.renee.pl/blog/ – over the course of 6 months, we published 245 articles there
Thanks to the skilled use of technologies available to us, we know that the articles we schedule and write will generate traffic.
- 245 articles give a total visibility of 1625 key keywords in the TOP 10. Therefore, each article gives us an average of 7 new keywords in the TOP 10
- These generate about 31,000 visits per month, so each article generates 126 additional visits per month. The average monthly increase in blog traffic is 50%.
Off-page
In terms of off-page activities, i.e. obtaining links, we focused on qualitative and safe activities.
We are constantly striving to increase the authority of the domain by acquiring high-quality links.
We also conduct content marketing activities, one of which is the cyclical ranking of fashion blogs that we publish, or various types of infographics we create to convey information in an eye-catching, digestible way.
Effects
6 months of hard work brought very good results. Significant growth is noticeable at every level. Traffic y/y is growing by an average of 65% (with a volume of several hundred thousand visits), and revenues from organic search results are also increasing at a rate of about 60% y/y, which shows that the additional traffic acquired is qualitative.
From the last place among competing websites, renee.pl has moved to the 2nd position and is quickly catching up with ebutik.pl. In the general ranking of websites in the Style & Fashion category, the website moved up from 47th to 8th place.
| Number of keywords in TOP 10 | Number of keywords in TOP 3 | |
|---|---|---|
| Renne.pl | 6 153 | 1 632 |
| Deezee.pl | 4 554 | 1 187 |
| Ebutik.pl | 13 487 | 3 521 |
| Venezia.pl | 4 352 | 1 334 |
Comparing the most important metrics from the beginning of the campaign and the currently, you can observe colossal differences.
| May 2019 | November 2019 | Change | |
|---|---|---|---|
| Number of keywords in TOP 3 | 495 | 1 632 | 329% |
| Number of keywords in TOP 10 | 2 803 | 6 153 | 219% |
| Place in the Styl & Moda ranking | 47 | 8 | +39 |
It is also worth noting the position of the website for very competitive keywords, where in many cases it managed to beat all of the competition.
| Keyword | Position | Average monthly number of searches |
|---|---|---|
| buty | 2 | 90 500 |
| szpilki | 2 | 40 500 |
| sukienki | 2 | 246 000 |
| spódnica | 1 | 22 000 |
| kurtki | 1 | 18 100 |
| obuwie damskie | 1 | 14 800 |
| sukienki damskie | 1 | 12 100 |
| trampki | 2 | 18 100 |
| tenisówki | 1 | 6 600 |
| czarne szpilki | 1 | 5 400 |
High positions for such competitive keywords show that the website is able to compete with any website in the fashion industry.
Future
The right plan and strategy give us a boldly bright outlook on the future of this website.
Analyzing the average growth dynamics in the last 6 months, it can be observed that the website’s visibility is growing by an average of 3% week to week and an average of 13% month to month, which is a quite good prospect for the near future.
At Vestigio, we believe that the skillful use of technology is the key to success in the SEO of today. Among other reasons, this is why – as part of both audits and on-page work – we have developed several valuable solutions:
- A system for expanding the information architecture – the system automatically decides whether and why to create new categories and subcategories
- Internal linking system – utilizing, among others, the PageRank algorithm, we are able to precisely control internal linking
These solutions are sure to guarantee us leaps in growth in the next phase of the campaign. All of the elements of the strategy described above will allow us to compete with the biggest players on the fashion market.
