E-commerce SEO Success: How We Doubled Organic Sales for a Women’s Apparel & Footwear Brand

Client Overview

Our client, a women’s footwear and apparel brand, specialises in trendy and affordable apparel and footwear. Their e-commerce store caters to fashion-conscious women aged between18 to 45, with a growing catalog of heels, boots, dresses, and seasonal outfits. Their brand was gaining limited traction on their webpage through PPC but they struggled to convert any attention into sustainable organic traffic and sales. This was primarily an E-commerce store on shopify which had a direct to consumer model (DTC). 

The Challenge

The client faced several challenges. It had almost zero organic sales and a subpar outreach. Traffic was only being generated through paid ads. Their webpages were in need of some serious SEO optimization and it lacked original and SEO optimized content, Their website lacked foundational on-page optimization, meaning titles, meta descriptions, and headers were either missing or poorly written. Additionally, the site had no structured internal linking, no schema markup, and a weak backlink profile, relying almost entirely on paid ads for visibility. Resultantly, the CAC cost went up and the store had extremely poor ROAS (Return on Ads Spent). 

They also faced some other key issues: 

• • Low Search Visibility: Major product categories were failing to rank for high intent and relevant keywords, resulting in low traffic to the website. The website lacked internal linking strategies, optimized metadata, and engaging content required to compete in organic search results. Hence, the website suffered from lower brand discovery and reduced long-term inbound traffic. 

• • Technical Roadblocks: The website had very slow load times, crawl errors, and had a lack of structured data, including schema markup. These technical problems not only compromised user experience but also rendered search engines less likely to correctly index and rank pages. The website thus failed to show on search engine result pages (SERP).

• • High Paid Ad Spend: Paid digital campaigns were overly relied upon for traffic generation purposes and sales. This dependence gave a rise to Customer Acquisition Costs (CAC) and profitability went down. A lack of investment in sustainable, organic growth channels left the business to rising ad costs and vulnerable to platform algorithm changes.

• Limited Conversions: Even existing organic traffic wasn’t converting due to poor on-page UX and SEO elements. The website had a very low quality on-page user experience (UX), a lack of clear calls to action (CTAs), and poor SEO elements such as unoptimized product pages and content gaps which contributed to high bounce rates and low engagement metrics. This indicated a need for both UI/UX improvements and a robust content framework.

Our Goals

When we partnered with the client,  our aim was to systematically Increase organic traffic by 50% in 6 months. We also aimed to improve keyword rankings for high-converting search terms and reduce dependency on paid ads. We wanted to drive a measurable increase in organic revenue and build a scalable SEO foundation for long-term growth. We focused on key areas of technical SEO analysis, a thorough competitor analysis, content optimization and conversion optimization. Our ultimate aim was not only for immediate expansion but also for a strong, long-term organic customer base that would keep producing benefits in the longer run as the brand grew. 

Our Strategy

1. Technical SEO Audit & Fixes

We began with a deep audit of the website to identify and resolve technical barriers. We improved their site speed by compressing images, reducing scripts, and implementing fast loading. Our team fixed broken internal links, redirected 404 pages, and optimized crawl paths. We made sure that we Installed structured schema markup for products, reviews, and blogs We then created a clean URL structure, updated XML sitemap, and optimized robots.txt

2. Niche-specific Competitor Analysis:

The key to our strategy was a niche specific competitor analysis and study. We thoroughly investigated major competitors in the women’s apparel and footwear markets to create a successful SEO plan. We analysed major competitors’ product lines, their demographics, website and distribution strategy. Based on the competitor analysis study, we generated a report recommending adjustments to their product line and distribution strategy. We also did analysis for high-performance keywords, and made adjustments to their content structure, backlink profile, user experience and technical SEO aspects. The results and implementation of this study guaranteed our client could compete and win in a fiercely crowded and highly competitive fashion e-commerce environment.

3. Keyword Research & Optimization

Using data from SEMrush and Google Search Console, we built a comprehensive keyword strategy. We focused on long-tail and transactional keywords such as “affordable nude heels for women” and “stylish winter boots under $100, “best brands for comfortable and stylish heels” etc. By utilizing our data and analytics, we grouped keywords into clusters and mapped them to relevant product and collection pages. As a result,  titles, meta descriptions, header tags, and image alt text were all optimized

 4. Content Marketing Plan

Our team created a content calendar which was tailored to both SEO and their brand voice. We posted weekly blogs covering seasonal trends, shopping guides, styling tips, and product comparisons. It was essential to integrate internal linking to product pages to boost topical relevance. We then created optimized landing pages for the most searched keywords in their industry. It was also important to post relevant Frequently Asked Questions(FAQs) as it redirected traffic of customers having issues and inquiries to the shoe brand webpage. 

5. Backlink Building & PR

We launched a white-hat link-building campaign which included securing guest posts and backlinks from fashion blogs, online magazines, and style influencers. We also thought it essential to submit product features to fashion directories and seasonal gift guides. Lost backlinks using broken link outreach and unlinked brand mentions

6. Conversion Optimization

Our final task was to implement clear CTAs, product filters, and sticky navigation. We improved mobile UX and tested variations of product descriptions and layouts and added customer reviews schema and trust badges for product credibility

Results (After 6 Months) (In USD)

Metric	Before	After
Organic Traffic	150	2000/month
Keywords in Top 10 Rankings	0	80
Organic Revenue	$400	$5000/month
Bounce rate	62%	38%
Average Order Value (AOV)	$55	$70
Paid Ads Contribution	72% of revenue	20 % of revenue

Client Testimonial

“Working with Alpha Digital has transformed our entire online presence. Not only did our search rankings shoot up, but we finally started getting consistent sales from Google without paying for every click. Their SEO work gave us freedom from ad dependency and opened up a sustainable growth channel.”
— Nelson Giacometton, Marketing Manager 

Our Key Takeaways

After our successful 6-month partnership with the client, it was clear to us that Technical SEO is foundational, and even a beautiful website can underperform without strong SEO optimisation. We also understood that content with specialised intent drives both rankings and conversions when aligned with search behaviour. E-commerce SEO is not just about traffic, it’s about qualified, ready-to-buy traffic that converts, with Consistent backlinks from relevant sources that amplify trust and authority with prominent search engines

Paid ads are important but without clear SEO strategies in place, the results from paid ads can be greatly diminished, as the Customer Acquisition Costs (CAC) greatly increases and ultimately affects the profit margins.  

Conclusion: 

This scenario illustrates how a well-executed, data-driven SEO plan can improve business success and visibility. We enabled our client to unleash long term development by matching technical upgrades, content strategy, and user experience with the specialized needs of the fashion E commerce niche. Alpha Digital believes that SEO is not just about rankings but about delivering quantifiable business results, and creating a strong connection with the customer base. For companies ready to make investments in long term digital strategy, the benefits are not only exponential but also sustainable.