SEO Case Study - Swimwear Boutique
URL: http://www.swimwearboutique.com
Services: Website Design & Full SEO service
About Swimwear Boutique.com
As the name suggests, Swimwear Boutique.com offers swimwear and resort apparel for the discerning client who seeks quality products. The site features high fashion designers who coordinate apparel with their swimwear. The highlight of the website, however, is its featuring of a variety of designers who showcase swimwear designed for a broad palette of feminine tastes, proportions, and ages. The website has recently added a section featuring some of the best designer swimwear for men.
The focus of the site has always been to provide the customer with a rewarding and entertaining shopping experience. The site has advanced features to provide fast downloads of high quality visuals and a security verified payment gateway.
Swimwear Boutique.com Challenge
After developing a fine line of swimwear, the organization invested in a detailed website. However, the company still faced the following challenges with that site:
- The site never generated enough traffic
- Insignificant sales from the website
- No assistance in brand awareness generation
- Did not portray the strength of the product
- Did not assist in positioning the product as a competitor to the best in its class
These issues all stemmed from the fact that the site never produced optimum results with any of the major search engines. The client had h by this time lost more than 2 years and incurred substantial amounts of cost for pay-per-clicks. Given this scenario, the organization reached the brink of closure. However, the promoters were still confident of their products and desperately wanted to get tis message out to people who were searching the Internet for quality swimwear.
Our Assessment
- Managing company had no background in Internet marketing and hence needed a /knowledgeable, trusted partner
- During the initial 18 months, three different SEO companies had been tried with no results
- Huge amounts in excess of $250,000 had been incurred for pay per clicks, leading to substantial losses
- Results were needed in the next few months for the business to survive
- Usage of unethical practices by previous SEO company had place the website at risk of being permanently banned by search engines for using keyword stuffed doorway pages
Our Findings
After reviewing the website, our team of experts delivered the following findings
- An extremely modest presence existed on the web
- Product-shuffling and category-dealing applications of such an e-commerce driven website also wreaks havoc on automated search engine crawlers
- Unsatisfactory performance within defined search engine queries
- The site’s design was not conducive to optimization of SEO criteria
- Absence of unique product descriptions
- Absence of criteria based on category type terms.
- A smarter looking website with advanced features was needed
- Important to build themed quality back links to increase site visibility
- Limited online and offline marketing exposure
The Start-Off
We started our campaign with personal interviews of key personnel on the Swimwear Boutique team .We discussed the main objectives of the campaign and suggested strategies on how to meet those objectives. The entire campaign was reviewed by the senior team of WPRS on a periodical basis to ensure confirmation and compatibility with the unique thought process of the Swimwear Boutique Team.
Our Customized SEO Strategies and Solutions
- Keyword Analysis & Selection
- Customized Title Tags for each page
- Content-Based Meta title and description optimization
- Web content development and SEO copywriting services
- Header tags
- Optimal URL restructuring
- Optimized internal linking structure
- Formulating Long Tail keyword phrases
- Promotional Graphics
- Page Load Time Optimization
- Development of methodologies to enhance web usability
Off- Page Optimization:
- Article writing and article submission
- Press Release submission
- Directory Submission
- Qualitative Link Popularity Analysis
- Use of Web Trust Factors & Seals
- Social Bookmark tagging
Other:
- Google XML Sitemap Creation
- Google Analytics
- Google Web Master Tools
- Robots.txt Creation
- Website Monitoring and Maintenance Services
- Advanced Lead Reporting and Tracking
Measuring Success
As predicted, the first 45 days did not show much progress in site traffic. However the results started to pour in around 2 -3 months from the date of the re-launch.
The traffic generated during the initial phase was the highest ever for the site. The following are highlights of our preliminary data.
- Registered growth of 372% in organic search engine traffic in 6 months
- Achieved top ranking in Google and other major search engines for most of the primary keywords in 12 months
- Lately, climbed to the top of listings for some of the secondary keyword phrases.
- Average daily unique visitors up by 323% in 6 months
- 100% percent increase in non-branded search traffic
- 63% conversions from organic search traffic
- Optimum visitor engagement with 69% drop in bounce rate and increased time on site
- Picked up 50% hike on themed inbound links per month
- Registered web-based annual sales growth of 40%-60%, including an impressive ROI of 90%
- New clients up by 200% and reported growth of 275% in sales queries from website
- Overall the campaign was extraordinarily successful
According to our recent discussions with Swimwear Boutique, the organization started looking up about 4 months after we took over the campaign and is now bustling with business. We have currently engaged with the company for a re-launch of the site slated for later this year.
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