Case study: SEO for niche clothing market
- Added:
- Apr 07, 2009
Last year, specialist clothing retailer Nomads Clothing hired digital agency Guava to help boost its search rankings. This case study outlines how the campaign helped the retailer appear top in Google rankings for more than 50 phrases.
Nomads clothing is an online store selling quality fair-trade clothing. However, despite existing in this niche market, they were not initially ranking in the search engines for competitive, generic key phrases such as ‘fair trade clothing’ or ‘fair trade clothes’.
Guava decided to focus on these larger niche phrases as well as the more targeted phrases incorporating the key words such as, ‘tie dye’, ‘ethnic’ and ‘hippy’ to increase Nomads traffic as a result of improving visibility across all of the major search engines.
The Guava team produced an in-depth site audit for the Nomads Clothing website using our unique Ascendex platform which consequently helped identify many of the barriers to improved search engine performance on the Nomads website. We then worked closely with the Nomads team to remove these and also improve the on-page optimisation and architectural aspects of the website.
Critically we were able to identify key structural improvements and content development strategies which have enabled Nomads Clothing to accelerate their search engine results.
Finally we delivered a strategic linking campaign, deploying in-house tools to identify highly relevant quality sites within the fair trade and ethical clothing niches. The Guava team proceeded to develop a range of highly creative link building concepts which would encourage these websites to carry links to Nomads Clothing utilising their existing PR and Marketing material as well as our own specialist content.
Results
Since completing the SEO and linking campaigns for Nomads Clothing, the results have been impressive. Nomads have enjoyed far greater visibility in the search engines which has led to record sales during October and September 2008 with site visits more than doubling. Nomads clothing have multiple page 1 listings on google, and over 50 phrases that are ranking at no1 on Google.
Results have gone from strength to strength with the company enjoying number one positions in Google for the target keyphrases “Hippy Clothing” and “Fair Trade Clothing”. We continue to work closely with Nomads Clothing and are looking forward to continued success.
Commening on the campaign, Duncan Harvey, Director, Nomads Clothing, said: “We first approached Guava in late 2007 fully aware of the how significant the effect of SEO consulting at the top level could be for a relatively small compact business like us at Nomads Clothing. Now, just over a year later, we can gladly say that Guava did not disappoint! They are not just helping us maintain the gains we have made but maintaining the same level of increase that we enjoyed last year. It's great to see us up there competing with the likes of Next, Miss Selfridge and Top Shop and we have Guava to thank for it.”
