Search engine optimization for an online women's clothing store
The WEDEX team received a request for SEO for an online store with a relatively modest assortment in a niche where competitors had a much wider selection of products. We focused on the strengths of the project — structure, relevance, and quality of optimization. As a result, the business saw a noticeable increase in organic traffic and sales, and the site's position stabilized in the top search results.
Objectives
- Grow organic traffic
- Increase site sales
Challenges and overall strategy
The client came to us for SEO support for an online store with a significantly smaller product assortment than its competitors. That limited catalog made it difficult to rank well and compete for popular queries. To counter this, the WEDEX team focused on deep optimization of category pages. After the first wins, we expanded into creating and promoting faceted filter pages. We wrote unique SEO copy for those pages, optimized meta tags, and steadily built a stronger backlink profile. This comprehensive approach reduced competitors’ advantage from broader assortments and significantly improved search visibility, bringing in stable new organic traffic.
What we did
Semantics
We built the keyword universe around product categories and faceted filter pages, prioritizing terms tied to upcoming seasonal peaks. This helped maximize seasonality potential and capture additional organic traffic during the client’s key periods.
Content
After thorough keyword research, WEDEX optimized page titles and meta tags. For the most important categories and filter pages, we prepared detailed content briefs grounded in competitor analysis. We also audited existing content and rewrote select texts to boost SEO performance.
Technical SEO
As is common with ecommerce sites, a major technical issue was deleted pages and incorrect redirects. To prevent losses in visibility, we set up monthly monitoring and promptly fixed discovered issues. We also configured robust auto-generation of meta tags to efficiently cover large volumes of product and filter pages.
Link building
We performed an in-depth backlink analysis for both the client and competitors. Based on the findings, we executed a strategy to gradually grow the volume and quality of external links. Outreach links served as the main lever to strengthen domain authority, complemented by crowd links to keep the profile natural and grow brand awareness among the target audience.
Results
- Organic traffic: 7,279 → 20,555 (+182%) in 22 months
- Keywords in Top 10: 8 → 313 (+3812%)
- Visibility: 0.1% → 10% (+9900%)
Even with a smaller catalog, you can achieve significant growth in SEO if you choose the right priorities. Focusing on categories and filters, high-quality content, stable technical support, and link building helped level the competitive advantage of large players and ensure stable growth in organic traffic and sales.
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The WEDEX team received a request for SEO for an online store with a relatively modest assortment in a niche where competitors had a much wider selection of products. We focused on the strengths of the project — structure, relevance, and quality of optimization. As a result, the business saw a noticeable increase in organic traffic and sales, and the site's position stabilized in the top search results.
Objectives
- Grow organic traffic
- Increase site sales
Challenges and overall strategy
The client came to us for SEO support for an online store with a significantly smaller product assortment than its competitors. That limited catalog made it difficult to rank well and compete for popular queries. To counter this, the WEDEX team focused on deep optimization of category pages. After the first wins, we expanded into creating and promoting faceted filter pages. We wrote unique SEO copy for those pages, optimized meta tags, and steadily built a stronger backlink profile. This comprehensive approach reduced competitors’ advantage from broader assortments and significantly improved search visibility, bringing in stable new organic traffic.
What we did
Semantics
We built the keyword universe around product categories and faceted filter pages, prioritizing terms tied to upcoming seasonal peaks. This helped maximize seasonality potential and capture additional organic traffic during the client’s key periods.
Content
After thorough keyword research, WEDEX optimized page titles and meta tags. For the most important categories and filter pages, we prepared detailed content briefs grounded in competitor analysis. We also audited existing content and rewrote select texts to boost SEO performance.
Technical SEO
As is common with ecommerce sites, a major technical issue was deleted pages and incorrect redirects. To prevent losses in visibility, we set up monthly monitoring and promptly fixed discovered issues. We also configured robust auto-generation of meta tags to efficiently cover large volumes of product and filter pages.
Link building
We performed an in-depth backlink analysis for both the client and competitors. Based on the findings, we executed a strategy to gradually grow the volume and quality of external links. Outreach links served as the main lever to strengthen domain authority, complemented by crowd links to keep the profile natural and grow brand awareness among the target audience.
Results
- Organic traffic: 7,279 → 20,555 (+182%) in 22 months
- Keywords in Top 10: 8 → 313 (+3812%)
- Visibility: 0.1% → 10% (+9900%)
Even with a smaller catalog, you can achieve significant growth in SEO if you choose the right priorities. Focusing on categories and filters, high-quality content, stable technical support, and link building helped level the competitive advantage of large players and ensure stable growth in organic traffic and sales.