Standar is a Polish manufacturer of suits for men and boys. Demand for this piece of clothing increases in the spring, meaning the client had problems with getting enough customers during the low season. That’s why they asked us to help them drive and maintain more organic traffic throughout the entire year.
The clothing industry is a competitive one, therefore we had to pick the right long-keywords to win top positions on SERP. To boost the potential of those phrases, we launched a company blog, adopting the so-called Broad-Based approach (using a few keywords to increase website visibility).
SEO Strategy Manager
Creating More Content
The very first thing we had to work on was the insufficient amount of text that was published on the client’s website. Reaching out to new customers is hard if the pages lack optimized content, that’s why we decided to create a blog and add category descriptions.
Why we did it
Publishing keyword-rich content improves website performance in SERP. This in turn allows a brand to reach more people, helping it gain more visibility and credibility. All in all, quality content is able to drive more organic traffic to the website and has the potential to generate backlinks.
One of the very first things that caught our attention while conducting an SEO audit for Standar was too little content published on their website. There was literally no text on category pages. Neither could we find a company blog, which makes a perfect place for the brand to publish new pieces of content on a regular basis.
After presenting our suggestions to the web developer, he implemented new modules to the website. This allowed us to add the missing content to the category pages. We formatted and saturated the texts with target keywords for better readability and improved SEO. We also utilized those pieces of writing to build internal and external links (to the client’s online store).
The web developer also added Blog to the website. Having this section available, we could publish content to attract the potential customers from SERP to the client’s website. The blog posts covered brand-related topics, such as advice on clothing and building men and boy’s outfits. We didn’t have to wait long to see that our strategy bore fruit as the number of visits was increasing steadily.
Fixing an Issue with the Sitemap
Another issue that required our immediate attention was the sitemap – an absolutely critical element of on-page SEO.
Why we did it
Sitemap provides information for crawlers on pages a website is made up of. Uploading this file to GSC speeds up indexing and improves website rank.
Our audit revealed that the sitemap uploaded to Standar‘s Google Search Console account was in German, meaning it carried no particular value for the crawlers.
We recommended generating a new sitemap and uploading it to Google Search Console. Only in this way was this key SEO element able to inform the crawlers about the pages, images and other files that the website was made up of.
Creating a Heading Hierarchy
When we had more text published on Standar website, we could divide it into sections and add more headings.
Why we did it
Heading hierarchy has two functions. Firsty, it shows the users the relation between the topics covered on a page. When clear and logical, the heading structure points the visitors to information they are looking for. Secondly, web crawlers don’t understand the hierarchy of information published on a website unless the content is divided into clear sections, each one coming with a heading.
At the time we started working on Standar website, there was no hierarchical structure of content published on category pages – there was just one H1 heading on each page.
We added H2 headings, which helped the web crawlers and visitors understand the content better. Additionally, we made sure each heading had a keyword to help the website rank higher in Google. This is the improved heading hierarchy:
Fixing Internal Linking
The quality of internal linking was pretty bad. We had to introduce some changes to make the most out of it, and fix another SEO element to improve the website ranking.
Why we did it
Internal linking plays a key role in establishing, and later showing to Googlebots, the hierarchy of pages on a website. It also helps the crawlers and users see the connection between those pages, and navigate through the website without problems.
The problem with internal linking concerned mainly the homepage. From what we noticed, the anchor links were inserted just to the See more button, not to the category pages.
To give more strength to the anchor links, we added them to the category pages. We also used the rel=”nofollow” attribute to the See more buttons.
Correcting Meta Descriptions & Title Tags
The two last elements that required our attention were meta descriptions and title tags.
Why we did it
Titles and meta descriptions are usually the very first two elements searchers come across when looking for a particular product or service on the net. Both have to be enticing and descriptive to attract the user and make them click on the search result.
The titles that were displayed in the search engine results page were too short. The same applied to the meta descriptions. Additionally, neither of the elements were optimized for SEO, which had a negative impact on the click-through rate.
To increase the number of clicks that bring the potential clients from SERP to the website, we rewrote titles and meta descriptions.
At the time we started optimizing Standar website, there weren’t many domains that would direct potential customers to the store. For that reason, we developed and implemented an off-site strategy as soon as we possibly could. Almost from the beginning, we were building a strong network of external links, getting referral traffic from diversified websites which revolved around men and boy’s clothing.
It’s also worth noting that while we were developing the off-site strategy for Standar, Google introduced an update of the algorithm measuring URL Rating and Domain Rating. From that moment those two performance indicators were based on new calculations, causing illusory drops.
Here is the link profile before we started the off-site process for Standar:
The same link profile after we started the off-site process for Standar:
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