Summary
Our SEO Approach – 4 Steps That Formed a Solid SEO Strategy to Improve Revenue The following action points were successfully implemented by the Infidigit team: 1. Keyword-gap analysis 2. Topical landing pages were created 3. On-page SEO strategy 4. Inbound link-building was carried out
Challenge
Myntra is India's leading eCommerce platform that caters to all age groups with best-quality collections from reputable brands. Competing with other e-commerce giants, Myntra has outperformed and become India's online capital for the fashion enthusiasts. Here are some challenges . During the Covid pandemic, Infidigit observed a massive dip in search trend and volume on Myntra. To tackle this challenge, Myntra and Infidigit came up with an idea to create new pages as price-related pages and new brands. Both the Myntra and Infidigit teams worked on the new set of keywords by identifying new keywords and subcategories, which helped increase the brand revenue. The teams also came up with ideas such as EORS, BFF sales & Diwali sales, which helped to increase the searches during this period.
Objective
Since growth in conversion through organic channels was the top priority of the campaign, the following were the objectives of its base strategy: Boost New users by 100% Creation of New Pages & Sub Categories Increase Organic sessions by minimum 30% Increase the number of keywords in 1st positions
Strategy
To address the roadblocks mentioned above, a well-devised strategy was laid out. It consisted of the following actionable: Informative Content, Title & Meta descriptions Implementing FAQ, video, and rating schema: Curate informative content and a dynamic price table on list pages Update contextual links to boost page rankings Influencer Marketing & Backlinking from Brands Focus on Head & Torso Keywords Deep analysis of Keywords
Data
Optimising Title & Meta Descriptions We optimised title & meta descriptions using new ideas and implemented new meta with % discounts, price, powerful CTAs, and many more word combinations. Added fresh content on pages with some concepts like 'top searches,' 'tables' & 'top categories.' Keeping our users in mind, we improvised the quality of the content. This helped us to increase the website traffic for the brand and created a different value in micro detailing of a particular topic. Implementing FAQ, video, and rating schema: To answer end-user queries, we used FAQ schema, which increased overall clicks & CTR for respective keywords. We implemented the Product schema to showcase the prices, offers, and availability of products on the SERP to the end-user for better visibility. Implementing Review and Rating schema helped us know the viewpoints of users purchasing the products. We used Video Schema for the visibility of Myntra videos on SERPs, increasing the average time spent on the landing page. Optimised content for Featured Snippets listings on the list (both numbered and bullets) and Table Snippets Optimising and creating new content incorporating & dynamic price table on list pages Performed content gap analysis & identified list pages with and without footer content to make it more informative. Content written on pages was more of product relevant pages, unique, valuable to the readers, and SEO-friendly. We implemented a dynamic price table that lists one-of-a-kind products with their price, thus securing a featured snippet on SERPs. Update contextual links to boost page rankings Carried extensive category-specific keyword research, created landing pages for high-search-volume terms and implemented on-page elements meticulously. Implemented contextual and footer linking to help high-search-volume keywords to gain ranking. An addition of related categories helped the users to get the relevant categories, and improved sessions more effectively.
Solution
Results
After the implementation of the above-mentioned strategy, the following results were observed on the website from the baseline of March 2021: Revenue increased by 7117.92% Overall User increased by 236.52% Overall New Users increased by 114.93% Overall Organic Session increased by 343.76% Bounce rate reduced by 52.27%
