The Challenge
Overview
A mission-driven charitable eyewear brand based in the US donates glasses to communities in Africa without access to vision care. In 7 years, the company has provided the gift of sight to over 2 million people. The brand came to Fire&Spark™ with the goal of improving traffic by ranking for non-branded high-value keywords in the highly competitive eyewear market. At the start of the project, the eyewear brand had virtually no organic traffic for non-branded keywords, and relied solely on its limited brand awareness.
The Solution
Fire&Spark™ worked with the eyewear brand to create and implement a comprehensive plan that would enable the retailer to rank for high-value, non-branded keywords. The plan involved optimizing every individual page on the company’s website, recommending new collection pages to drive conversions, implementing technical fixes, launching an authority-building campaign, and collaborating with the brand’s blog writers to create exciting, new content.
Methodology
By utilizing a mix of on-site and off-site SEO strategies, we were able to increase the eyewear brand’s organic search ranking for high-value, non-branded keywords which had a direct result on organic traffic and revenue. Among others, the brand now ranks on the first SERP (search engine results page) for the highly competitive keywords “blue light glasses” and “polarized sunglasses.”
Our SEO strategy included:
- Conducting a full technical audit of the eyewear brand’s website to optimize metadata, check for site errors, evaluate sitemaps, and eliminate keyword cannibalization across all pages
- Recommending new collection pages to help organic traffic convert into real sales, and optimizing existing collection pages with descriptions and FAQs that target relevant non-branded high-value keywords
- Working with the brand’s blog writers to make new content recommendations
- Running a product-for-post authority-building campaign to increase the page authority of the brand’s blue light and prescription glasses collection pages
Results
Within 3 months, the eyewear brand’s ranking position for “blue light glasses” increased from the 51st position to the 7th position, and “polarized sunglasses” increased from the 66th position to the 8th position. The brand now finds itself on the first Google search results page for two high-value non-branded keywords amongst industry giants such as Warby Parker, Pixel, and Felix Gray.
In terms of organic metrics, organic traffic increased by 79% year-over-year with a 117% increase in new users and 124% increase in organic revenue. Furthermore, the brand now has over 80 linking domains to its blue light and prescription glasses collection pages.
Empowered by the on-page SEO and authority-building strategies we developed, this eyewear brand experienced striking results in a short period of time.
More Results
See how other lifestyle and ecommerce brands leveraged Fire&Spark’s SEO expertise for measurable success:
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