Women’s Apparel Brand Achieves 37% Quarterly Increase in Organic Revenue
In December 2018, Leading Lady, a full-figured and maternity bra brand, asked Fire&Spark to provide technical fixes and keyword targeting recommendations for their site, which had been steadily losing traffic due to a number of pervasive technical issues.
Our team immediately audited the site to identify the technical issues that would provide the most substantive improvements when fixed. Although this 60+ page document dissected dozens of technical issues with the site, we honed in on the handful of issues that were actually worth fixing, meaning that the SEO benefits would outweigh the development costs. This allowed the client to avoid allocating resources for unnecessary tasks that would not improve their organic traffic or revenue.
In parallel with these technical fixes, we conducted a deep dive into the keyword landscape of their industry, evaluating their Analytics data, Google Search Console data, and competitors’ keywords to devise a keyword-targeting strategy that would help them identify and capitalize on under-optimized keyword groups. We used this strategy to develop a content creation plan that improved their rankings for keywords they were already ranking for, and helped them rank for thousands of new keywords.
“Leading Lady increased organic revenue by 37% quarter-over-quarter.”
By ensuring that the site was optimized for the highest value keywords, the site saw a 20% increase in organic sessions between Q4 2018 and Q1 2019. And with the technical fixes allowing users to successfully navigate the site after clicking through from the search results, LeadingLady.com was able to increase it’s e-commerce conversion rate by 18%. In all, these efforts led to a 37% quarter-over-quarter improvement in organic revenue during this period.