A Fashion Brand's Climb to the Top of the SERPs

The fashion industry is driven by technology, consumer behavior, and innovative marketing strategies, making it very dynamic. Trends change very often and so do customer preferences. That’s why getting customer attention when a style is trending can be a challenge for emerging brands. Failure to do so can result in low visibility and lost sales. That is why brands should not only focus on having a well-designed website and a stunning collection but also ensure that they can be found online by the right audience at the right time.
Moreover, the industry is dominated by big and well-known fast fashion retailers and up-and-coming brands, each competing for online visibility. In such a competitive space, it is easy for new brands to get lost in the crowd without getting any customer attention.All these challenges make it hard for smaller brands to stand out in the industry. One such brand, specialising in sustainable fashion with unique handcrafted clothing, was struggling to rank on Google’s first page when people searched for retro or classic-style clothing. They reached out to us in September for a strategic intervention.

The Dilemma

Our client had a strong mission and a unique collection of handmade garments. Their products were ethically sourced and carefully designed, which appealed to a niche but a growing audience. However, their online presence was almost non-existent. After a quick audit, we discovered that a weak backlink profile was the cause of the problem. They had built a few links, but they were mostly from low-quality and irrelevant sources, which hurt their Google ranking more than it helped.
Their competitors, many of whom had been in the industry for many years, had strong backlink profiles from high authority fashion blogs, magazines, and industry publications. When a customer searched for retro or classic style clothing, our client’s brand was buried on page three or four of the search results while the competitors were securing the top spots. This lack of visibility became a major problem for our client. Without visibility came no traffic, and with no traffic, they were not making sufficient sales. They knew they needed a way out but weren’t sure how to compete with industry giants.

The Course of Action

We worked on a link building campaign that focused on quality and relevance to help our client stay competitive.

In-depth Analysis: We did a thorough analysis of their existing backlink profile and their competitors to identify high ranking fashion sites like popular style blogs, sustainable fashion journals and trusted industry news sites.
Content Creation: We then created high-quality content such as detailed articles on fast fashion’s ethics, guides on sustainable wardrobes and fashion trend pieces on topics that were talked about in the industry to earn links.
Strategic Outreach: We pitched the content to relevant writers and editors. We were able to get links from authentic sources as our content focused largely on trending fashion news like sustainability, ethical trends and seasonality, which resonated with both editors and readers.

The Result

Our partnership with the fashion brand yielded significant improvement in their organic search performance.

When we first started, the brand’s traffic was around 4,900 visitors, but after acquiring high quality backlinks from niche sites, it increased to over 6,800, a whopping 38.8% increase within just two quarters despite numerous Google updates.
The website’s visibility increased by 80%. This shows that the brand was appearing in a wide range of relevant search queries, placing it as a trusted brand in the fashion industry.
we also saw an increase in keyword rankings, which was imperative for the client. The number of keywords ranking in positions 1-3 increased by 30% from 180 to 234. There was an even greater increase of 50% in keywords ranking for positions 4-10, which jumped from 444 to 714. This meant that the brand was visible in the SERPs when the customers were searching for sustainable clothing and seasonal styles.