Summary
Headline: Myntra Records 186 times Lower Organic CPC Then Paid The team meticulously worked towards achieving the desired growth. Throughout this whole process, the team delved into understanding the gaps and bridged the same with thorough product, content and keyword analysis. This led to the successful implementation of schemas such as Table, Video and FAQ, resulting in gaining feature snippets for keywords such as ‘Nike shoes price 1000 to 2000' & ‘Nike sports
Challenge
Myntra is a well-known online E-commerce platform that offers an exclusive selection of fashionable apparel and personal care products. The brand has already established its footing among other prominent competitors. After making an impact over time in various product categories and campaigns, Myntra wished to lower CPC then Paid vs Organic. After learning about this goal, Myntra chalked out a strategy to achieve the desirable results. Challenges: The need to lower CPC then Paid vs Organic brought forth a number of challenges that required immediate attention. These included: Less number of category-related products when compared to established competitors Absence of proper sub-categorisations Lack of focus on high search volume keywords Lack of relevant and consumable content Missing product rating and reviews
Objective
Relying on the expertise of its SEO consultants, Myntra set out to overcome the challenges at hand. Together, teams worked tirelessly to achieve the following objectives: Increase organic sessions Improve rankings for relevant keywords Increase organic users
Strategy
Supporting Myntra's goals, here are the strategic measures which were suggested: Gap Analysis: We conducted a thorough competitor analysis which led to the understanding of the product and content gaps. Post this, we suggested including new brands to bridge the product gap between Myntra and its competitors. Myntra agreed to this suggestion and onboarded new brands that further motivated us to achieve the end goal. Deep analysis of Focus Keywords: An intent, search and trend-based keyword analysis was conducted for the new and existing brands. Later the keywords were further categorised as per the search volumes and intent to target the sub-category level products based on the trends. Creating Informative Content, Title & Meta descriptions: Content and keyword gaps were filled by including secondary, LSI keyword and the buyer persona in mind. The purpose was not only to drive traffic but also created & revamped the content for users by targeting various buyer intents like 'top searches',' price tables' & 'top categories.' Optimize the content to gain Featured Snippets listings for number, bullet and Table format. We optimized Title & Meta descriptions with new ideas such as discounts, price, powerful CTAs and more. Implementing FAQ, video, and rating schema: By implementing various schemas like FAQ, Video & Product helped boost overall clicks, average user time spent on landing pages & CTR. Review & rating schema was implemented to learn user's viewpoints. Dynamic Footer on List Pages: We implemented a dynamic price table that lists one-of-a-kind products with their price, thus securing a featured snippet on SERPs. A customised footer category was created to help buyers navigate other categories rather than searching which in turn improved sessions & user experience. Influencer Marketing & Backlinking: We partnered with several influencers to promote Myntra as a brand & raise product awareness.
Data
Listed below are the data-driven measures that were undertaken by the team to ensure the achievement of Myntra's goals of increased clicks and sessions across all categories: Collected and bifurcated keywords from Google Keyword Planner according to their search volume and executed strategies likewise. Analysed high potential keywords and performed on-page and off-page activities. With the help of Screaming frog we made a list of pages with no/less informative content and further targeted those pages for content revamp & creation. Implement FAQ's, Videos and Rating Schema with Google's Rich Results Tool. Perform a product-gap & content-gap analysis using Ahref to check for products and content gaps. Furthermore, we used Google Trends to find for the varieties of products buyers shop for.
Solution
Keeping in mind the above-mentioned challenges, a customized, multi-pronged strategy was devised that comprised of the following creative solutions: Segregate the inventory into different levels on the basis of sub-categories to improve focus and enhance output. Update Thematic footer Links to boost page rankings and crawling. Perform a content gap analysis and upgrade any existing or non-existent footer content to make it easily consumable to the relevant buyers. Add keyword-rich content to pages using the E-A-T framework for each sub-category based on search intent Write relevant content for the respective product pages that is unique, information-rich, and SEO-friendly. Implement a proper Product Schema to increase brand visibility. This strategy would help showcase prices, offers, and availability of products on the SERP. Curate informative content and a dynamic price table on List Pages Create landing pages for high-search-volume terms and implement on-page elements meticulously. Segregate videos present on Myntra's YouTube channel & embed them on the pages Add automated sitemaps on the website to cover pages which were missing in the sitemap earlier Focus more on the head (Search volume above 40,000) & torso (Search volume between 4,000 & 40,000) keywords. Perform a keyword level analysis in terms of competition and what we could do differently.
Results
Myntra achieved following numbers by the end of the campaign: Internal Links Count increased by 48% Total Backlink Count increased by 140% Referring Domains increased by 152% DA & PA of Website increased by 22% & 3% respectively Organic Keywords Ranking in Top 3 Position increased by 79% Organic Keywords Ranking in 4-10 Position increased by 89% Organic Keywords Ranking in 11-100 Position increased by 79% Total number of Featured Snippet for Sep 2021 is 2737 Overall Sessions of Jan 2020 vs Sep 2021 Increased by 43% Overall Clicks increased by 49% Overall Impressions increased by 103% Non Brand Traffic increased by 283% Increase in Traffic is observed by 209% Observed 186 Times Lower CPC then Paid vs Organic
