Summary
Brief summary statement or expression (75 words, including headline): * 20X ROI in Just 4 Months with SEO: This campaign showcases how strategic innovation, powered by AI, conquers competition. In four months, first-page keywords grew 57X, resulting in a 392.23% increase in non-brand clicks. This surge in traffic boosted transactions by 391%, raising ROI and reducing Alamode's cost per transaction by 5X.
Challenge
Alamode by Akanksha, a small-scale online retail business, aimed to enhance its organic presence for sustainable revenue growth. Despite predominantly relying on paid channels, they recognised the importance of building a strong organic presence and prioritised investing in optimising their organic search visibility. To expand their online presence and reach a wider audience sustainably, they prioritized investing in optimizing organic search visibility with Infidigit. However, as a niche brand in the fiercely competitive apparel & footwear sector, they faced numerous challenges. These included: Limited website functionality primarily geared towards operations for paid marketing Low brand presence on Google search Intense competition for relevant high search volume keywords from e-commerce giants such as Myntra, Amazon, Flipkart, and others Restrained content creation budgets for the organic campaign
Objective
Alamode caters to contemporary Indian women, primarily targeting those between the ages of 18 and 34. This audience consists of middle-class and upper-class individuals who are willing to invest more in products that deliver exceptional user experiences. With an ultimate goal to establish long-term success and forge meaningful connections with their valued customers through improved search visibility, the following objectives were set for a starter four-month-long campaign. In alignment to the business goals, Alamode set specific targets for a four-month SEO campaign, including: Improve non-branded search visibility by 500% Increase non-brand niche traffic by 200% Increase transactions by 200% Improve ROI by 200% Increase revenue by 200% For this campaign, a monthly budget of USD 1586 was allocated with: 60% allocated for staffing costs 25% for implementation costs 10% for cost of tools used 5% miscellaneous costs
Strategy
When strategising for a small business in a competitive market wherein SERPs are largely dominated by industry giants like Myntra, Amazon, and Flipkart, it's crucial to focus on a few key action items. These include: Technical SEO Analysis: This involved evaluating the technical aspects of the website, Identifying any technical issues or barriers that hinder effective crawling and indexing of the website. Orphaned pages and poor internal linking reduced crawling frequency by search engine bots. Infidigit then took on the task of improving internal linking with mega menu, contextual footer links and breadcrumbs enhancing crawling frequency, indexation, and visibility. Inadequate code implementation affected the visibility in Google search results. We worked on updating the website themes and improving code implementation. To ensure proper representation of on-page elements on SERP. Improper URL structures caused indexing issues. We decided on defining accurate canonicals and implementing permanent redirects to resolve indexing issues for increased visibility of existing pages. An error in the Review snippet schema prevented rich results from displaying on Google SERPs for all product pages. Adding missing schemas and fixing the review snippet schema for all product pages enabled rich snippets in Google search results, enhancing visibility . 2. Keyword Research: Target specific audience segments or unique value propositions to counter fashion e-commerce giants in SERPs. Conducted thorough keyword research to identify specific, high-intent search terms. Using which, creation of targeted landing pages to attract relevant organic traffic was done. 3. Content Creation: Created valuable, engaging content using long-tail, niche and transactional keywords to attract the target audience and improve search rankings. Created relevant landing pages considering search volume, keyword difficulty, and competition. 4. On-Page Optimization: Optimising on-page elements (titles, meta descriptions, headings, URLs) with keywords. Deploying relevant above-the-fold and footer content focusing on keywords to enhance visibility and user understanding.
Data
The Infidigit team utilised a holistic strategy that combined thorough research and strategic optimisation. Our approach incorporated a variety of tools and data resources to enhance search engine rankings and user engagement. To start, Infidigit performed an extensive competitor gap analysis with SEMRush, identifying opportunities for Alamode to establish a competitive advantage in a SERP dominated by giants. We delved into Content Gap analysis and conducted keyword research, shedding light on user search intent and revealing common queries associated with niche product offerings. To enhance keyword targeting based on what's trending, Infidigit made use of Google Trends. This approach provided recommendations for crucial keywords at the right time. The data from Google Search Console played a key role in the optimisation of keywords that had the potential for improvement, ultimately resulting in an improved Click-Through Rate (CTR). In the meantime, insights from Google Analytics were used to identify pages with elevated Bounce Rates. These pages were subsequently examined and improved with best-selling products to enhance user engagement. In the pursuit of website optimisation, the team utilised Screaming Frog to pinpoint duplicate pages & the many issues that pagination caused. This process streamlined the website's structure, resulting in enhanced search visibility. Lastly, AI tools like ChatGPT, Frase, Jasper AI & Copyleaks were harnessed for content and structure creation, as well as keyword optimisation.
Solution
Illustrate your creative/innovative solution (300 words): * Gaining an Edge Over Competitors: To better cater to user intent and improve our website's visibility, we identified the need for relevant landing pages. Considering the intense competition from industry giants like Myntra, Ajio, Meesho, Amazon, and Flipkart, ranking the new domain for broad keywords like 'coord sets' or 'coord sets for women' seemed challenging. To address this, Infidigit took a more focused approach and created landing pages targeting specific niches such as floral co-ords, woolen co-ords, summer co-ords, and winter co-ords. This strategic move not only improved our visibility but also helped Alamode gain an edge over our biggest competitors to rank higher than them whilst attracting relevant traffic. Capturing Seasonal Traffic: With the winter fading and summer trends on the horizon, we prioritised the creation of seasonal landing pages and relevant content in the months leading up to May. By aligning our efforts with the shifting seasonal trend, we were able to capture top SERP spots and generate substantial traffic during the summer peak. AI-Driven Approach: AI played a crucial role in bridging restrained content creation budgets for our campaign in many ways. To enhance keyword rankings, we embraced AI and A/B testing for content and on-page elements like title and meta descriptions. AI-powered tools helped us generate high-quality, relevant content at a fraction of the cost of manual content creation. Also, we systematically used AI to optimize content and curate content structures. We analyzed user data and behavior to create personalised content for our audience. By iteratively refining our content strategy based on test results, we aimed for higher search rankings and increased organic traffic.
Results
The first-page ranking keywords surged from 14 to 818, a 57X growth. Non-branded impressions surged from 138,404 to 1,205,413, achieving a 770.94% growth. Non-brand clicks surged by 392.23%, rising from 2,805 to 13,807 Non-branded sessions skyrocketed by 369.70%, surging from 4,359 to 20,476 Website transactions surged by 391.11%, reaching 884 from 180 Revenue surges by a remarkable 365.10% ROI improved from 4.38 to 20.38, achieving growth of 365.10% Internal links surged by 276.88%, soaring from 80,835 to 304,648 External links to the website rose by 33.06% from 487 to 648. Referring domains increased from 156 to 235, resulting in a 50.64% growth.
