Summary
Infidigit's SEO Triumph: Elevating Myntra's Online Presence and Revenue This Case study unveils how Infidigit's SEO expertise empowered Myntra's success story. In the dynamic landscape of online fashion, Myntra sought a discreet but impactful transformation. Infidigit's meticulous SEO strategy, cloaked in precision, not only amplified Myntra's online visibility but also played a pivotal role in revenue growth. Infidigit's partnership with Myntra exemplifies the art of achieving remarkable results through a data-driven SEO Approach
Challenge
Confronted with critical SEO challenges, our digital footprint in the competitive personal care sector was at stake. Slow page speeds were skyrocketing bounce rates, impairing user experience and conversions. Our site's lack of structured data meant missing out on rich search results, affecting click-through rates. A content gap analysis highlighted a lack of optimization for featured snippets, inconsistent structures, and missing high-search-volume keywords. Additionally, keyword research was challenging due to the emerging nature of the personal care category and varied user intent. These challenges presented a multifaceted problem that demanded a sophisticated, data-driven response.
Objective
Myntra aimed to solidify its online presence in the competitive personal care sector by connecting with relevant audiences. Our campaign was defined by clear, quantifiable objectives: Increment in Keyword Coverage: Broaden keyword coverage to boost discoverability. Increase Organic Sessions: Enhance organic traffic to the personal care category by a targeted percentage. Improve Rankings for Relevant Keywords: Secure top-tier rankings for pivotal personal care keywords. Increase Revenue: Attain a significant revenue increase within the personal care segment. Increase Organic Users: Grow our base of organic users interested in personal care products. Improve Bounce Rate: Reduce the website's bounce rate by a specific percentage to foster a better user experience and promote conversions. These goals were set to benchmark our success, aiming for substantial improvements across each KPI.
Strategy
A multifaceted SEO strategy was formulated guided by the imperative to address critical challenges and capitalize on opportunities. This strategy encompasses the following key initiatives, each driven by a distinct need: 1) Optimizing Title & Meta Descriptions: - Why: Suboptimal click-through rates and limited SERP visibility necessitated the revitalization of title and meta descriptions. Improved descriptions were imperative to captivate user interest and elevate click-through rates. 2) Creating & Incorporating New Content with Dynamic Price Tables on List Pages: - Why: The presence of information gaps on list pages posed a significant hindrance. Enriching content was crucial to not only engage users but also improve the website's overall SEO performance. 3) Creating Landing Pages & Focusing on Head & Torso Keywords: - Why: The challenge of limited visibility for high-search-volume terms underscored the need for dedicated landing pages. Crafting such pages and optimizing on-page elements were deemed essential to secure prominent rankings and visibility. 4) Implementing FAQ, Video, and Product Schema: - Why: To overcome issues of limited user engagement and the underutilization of multimedia content, the implementation of Product schema and Video Schema was imperative. These schemas aimed to enhance SERP visibility and user engagement. 5) Updating Contextual Links to Boost Page Rankings: - Why: Suboptimal rankings and a subpar user experience were attributed to non-existent or outdated contextual links. The upgrade of footer content became a necessity to bolster page rankings and enhance user experience. 6) Creating a Strong Off-Page Strategy: - Why: The challenge of acquiring valuable backlinks dictated the need for a robust off-page strategy. Backlinks and blogger outreach became instrumental in facilitating traffic generation from niche websites with high Domain Authority. Our strategy represents a holistic approach, addressing challenges and opportunities through a well-calibrated mix of optimization, content enrichment, and off-page initiatives
Data
1) CTR & Keyword Clicks - Google search Console In our quest for improved click-through rates and SERP visibility, Google Search Console became our guiding star. It unveiled click data, impressions, and keyword performance, illuminating the way forward. 2) Content Gap Analysis - Semrush and Ahrefs As we journeyed deeper, the need to enrich content became evident. Content Gap Analysis Tools like SEMrush and Ahrefs acted as our trusty guides, unveiling keyword gaps and content performance metrics. 3) Creating Landing Pages - Keyword Planner and Semrush SEMrush, Ahrefs, and Google Keyword Planner became our compasses, revealing keyword search volume, competition insights, and trends. SEO audit tools guided us on meticulous on-page optimization, ensuring we marked our presence in the digital landscape. 4) Schema Generation and Validation - Schema.org To enhance SERP visibility and user engagement, we turned to schema validators. These tools ensured the proper implementation of schemas for FAQs, videos, and product details, unveiling structured data validation for our multimedia content. 5) Finalizing Keyword/URLs for Internal linking Using Screaming Frog, we crawled our website, revealing crawl data, internal link structures, backlink profiles, and anchor text analysis. Armed with this information, we reshaped our path to optimization. 6) Off-Page Strategy The challenge of generating organic traffic and acquiring valuable backlinks demanded a robust off-page strategy. Backlink Analysis Tools like Ahrefs, Moz, and Majestic unveiled backlink data, source authority, and anchor text profiles. Outreach and CRM Tools like BuzzStream facilitated influencer engagement and outreach campaign performance, ensuring our path was well-marked
Solution
To support Myntra's objectives of increasing clicks and sessions in the Personal Care category, the team implemented the following strategic solutions: Informative Content, Title & Meta Descriptions: The team carried out an extensive category-specific keyword research and analyzed traffic driving competition pages. Based on the gap identified, the team created landing pages for high-search-volume terms and added E-E-A-T content to all the pages. To further boost the keyword rankings, keyword-rich Title and Descriptions were added to the pages. The team experimented with various CTAs like discounts, offers, price information and more to improve the CTR in SERPs Implementing FAQ, Video, and Rating Schema: In the process of implementing FAQ, Video, and Rating Schema, we strategically leveraged the FAQ schema to effectively tackle user inquiries. By incorporating this schema, we were able to provide concise and structured answers to common user questions directly in the search results. This not only enhanced user experience but also significantly boosted our website's click-through rate (CTR) for pertinent keywords. The FAQ schema essentially acted as an interactive and informative snippet, enticing users to engage with our content, and ultimately driving more organic traffic to our website. Curate Informative Content and Dynamic Price Tables on List Pages: Conducted content gap analysis, identified list pages with and without footer content, and made content more informative, unique, valuable, and SEO-friendly. Update Contextual Links to Boost Page Rankings: Carried out extensive category-specific keyword research, created landing pages for high-search-volume terms, and implemented on-page elements meticulously. Added contextual and footer linking to enhance the rankings of high-search-volume keywords. Introduced related categories for user convenience, improving session duration. Updated meta titles and descriptions to be unique and relevant. Focus on Head & Torso Keywords: Concentrated efforts on high-traffic keywords (above 40,000 searches) and mid-range keywords (between 4,000 and 40,000 searches)
Results
Revenue in the Personal Care category surged significantly by 106.33% Myntra's Personal Care category witnessed a remarkable 47.14% increase in sessions. Keywords ranking in the first position in the head category increased by 27.27%. Keywords ranking in the first position in the torso category increased by 15.27%. Myntra experienced a substantial 43.44% increase in organic users. Head Keywords - Search Volume of 40,000+ Torso Keywords - Search Volume of 4,000 to 40,000
