Client: Plenty
Platform: Shopify
Project Timeline: 6 Months
Goals: : Increase rankings, traffic and revenue
About this fashion SEO project:
Plenty has been a shopping destination for men’s and women’s clothing in Canada since 1998. Their curated selection covers everything from everyday wardrobe staples to standout pieces for work and any special occasion. Plenty has made it their goal to outfit their customers with high-quality, style-forward pieces for every occasion available online at www.getplenty.com and in-store at their 10 retail locations in Western Canada.
The Challenge:
When we started, Plenty’s organic traffic had plateaued, remaining fairly consistent hovering around 18.5K/ month. They were ranking for close to 3K keywords, mostly branded (Plenty Clothing, Plenty Vancouver, Plenty Dresses, Plenty Warehouse Sale) because they had such a strong retail presence, about 95% of their organic keywords which brought users to the website were branded keywords.
Naturally, they wanted to increase the non-branded organic search closer to 50/50. The focus was also to increase e-commerce traffic by 30%. They also have 5 private label collections, so the goal was to prioritize the search traffic for private label collections. The final step was to optimize the local SEO to attract more business from relevant local searches for their 10 retail locations.
They wanted to be on the first page of Google for the keywords women’s dresses, women’s tops, women’s pants, shirts, denim, mini dresses, maxi dresses, denim shorts, outerwear, jackets, knitwear, mens’ clothing
The SEO Process:
The very first things we did was keyword research and competitor analysis. The general process is to collect a list of keywords relevant to their niche and business with the goal of ranking on the first page to get traffic and customers. We looked into Plenty’s product categories, collections, brands and individual product listings to cover all the relevant keywords they could rank for. We checked the search volume and competition levels (KD) for those terms. Then we did keyword mapping to sort keywords into logical categories. We then assigned one primary focus keyword per page URL.
Next we optimized for on-page SEO. This step is all about keyword-optimizing content for SEO. That includes: optimizing content for search engines, creating SEO-friendly URLs, writing compelling and click-worthy titles, increasing keyword density and integrating keywords into their content.
The Results
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Increase organic keywords by +53%
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Increase organic traffic by +35%
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Branded 64% Non-Branded 35%
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SEO ROI= 2257%
This website ranks for over 8000 keywords including high volume keywords (based on CA search volume):
- jeans
- hoodies
- cardigan
- bomber jacket
- skirt
- sweatshirt
- pants
- top
- maxi dress
- mens clothing
- tote bags
- sweater vest
What does this all mean?
In conclusion, by understanding what your customers are searching for, you can come up with a keyword strategy that gets your pages ranking higher on Google Search Engine Results. Which increases traffic to your website and increases your return on investment.
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This is a story that was able to take place because of the collaboration.
“The group collaboration and bouncing of ideas helps us think it through. The meetings every week makes us accountable. It really makes us push ourselves. This shows me other things that I have not been thinking about. This is a story that was able to take place because of the collaboration.”