In The Style
82%
212%
106%
The Objective
In The Style, a leading ladies fashion brand, challenged us deliver a 12 month organic search strategy aimed at increasing “Collection Page Visibility” for new, high intent search terms where they currently had no rankings.
The Strategy
In-depth keyword research
Twenty Twenty Digital undertook an extensive keyword research project which encompassed absorbing their entire product feed, existing navigational structure and collection pages, then augmenting against an extensive database of clothing search terms and competitor audits.
The results allowed us to expose a whole selection of new collection pages around searches for outfits, niche occasions and body inclusivity.
Collection Page Expansion / Content Publishing
Our team set to work creating hundreds of optimised new collections within the Shopline platform, guiding inhouse content writers to write engaging content to build page relevance and finally publishing to the platform.
Internal Linking/navigation improvements
In the Styles existing internal linking architecture was not optimal and was also restricting the flow of authority through the site. We deployed a new optimised internal linking structure through a high number of curated collection page “featured links” throughout the site. This improved authority flow and improved user experience by being relevant. Finally, a new and improved main navigation was implemented in order to prevent orphaned and to allow crawlers and users to get to their desired page with minimal clicks.
The Results
Comparing Feb 24 to Feb 25 after 12 months campaign work, the results speak for themselves. In The Style enjoyed considerable growth to the number of terms ranking in page 1 positions.
