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B2C Apparel Brand Adds 6 Million Impressions YoY

Industry & Client

The eCommerce industry is a true battlefield, with more and more businesses having emerged in the past few years. Within eCommerce, the apparel industry is one of the most competitive niches. 

In 2023, the apparel industry was valued at $1.74 trillion, underscoring the global growth as well as the competition in this field. This just means that if businesses want to stay in the game, they must maintain a notable online presence.

In the apparel and fashion Industry, organic search traffic makes up 25.6% of the industry’s overall traffic, which is 10% more than email, display ads, paid search, paid and organic social, and referral traffic combined. The only channel that brings more traffic to apparel websites is direct traffic at 59.5%.

Since organic traffic is the second biggest channel, brands must adequately position themselves on search engines. This is where a proper SEO strategy and link-building come into play.

Strategy

This Shortlist client is a B2C apparel clothing brand based in Los Angeles, California. They offer a wide range of clothing options and operate on a “smart fashion” model, producing what they know their customers want. This allows them to produce clothing pieces more quickly and affordably, producing less waste in the manufacturing process.

They partnered with our agency to increase their organic traffic.

After listening to our client’s goals, we created a detailed strategy employing two primary methods:

  • Link building through guest posting and blogger outreach: We aimed to secure high-quality backlinks from reputable domains (DR50+) to boost the brand’s domain authority and improve search engine ranking.
  • Quora marketing for brand awareness: Our goal was to enhance brand visibility and position them as an authority in the apparel sector by providing valuable answers on Quora, a question-and-answer website with over 300 million active users.

Campaign

The campaign operated on a monthly budget of $4,600 over an 8-month period (March–December 2023). The scope included 12 high-quality niche-oriented guest blog publications and 10 Quora answers per month.

These were the objectives behind our strategy:

  • Enhancing brand awareness and reputation: Our primary objective was to build brand awareness, amplify brand recognition, and counteract any negative PR.
  • Boosting brand keyword ranking: We aimed to improve the search ranking of specific keywords associated with the brand.
  • Increasing domain rating: Strengthening the website’s domain rating to improve overall search visibility was also one of the strategy pillars.
  • Increasing organic traffic: We sought a significant rise in organic website visits, focusing on mobile traffic.

Additionally, we focused on some of the brand’s best-selling products to improve audience reach and brand recognition.

Results

Since initiating our partnership, we have observed a consistent upward trend in the client’s website domain performance.

This screenshot from Ahrefs shows our client’s organic profile during the past 12 months. As you can see, most of the categories experienced a significant improvement as a result of our work.

The following results will focus on the growth in the number of organic keywords and website traffic during the 8-month period we have been working with them.

Organic search (desktop)

Since the beginning of our cooperation, the organic metrics of the domain have been trending positively. In the following charts, we will focus on the 8-month period since the start of our collaboration, comparing it with the corresponding timeframe before they partnered up with Shortlist. 

If we take a look at the Google Search Console, we can see a significant increase in the number of clicks (+500k), impressions (+3M), and CTR (+1%).

  • Clicks: The number of clicks increased from 4.7M to 6.08M, which is an increase of 1.4M (29.3%).
  • Impressions: Impressions jumped from 37.4M to 50.8M (an increase of 13.4M, or 35.8%).
  • Average position: Average Google SERP improved from 19.9 to 17.9 (+2 spots).

In a year-over-year comparison (more precisely, the last 3 months vs. the same period last year), clicks increased by 250k and impressions increased by 6M.

Organic search (mobile)

For B2C apparel clothing brands, every mobile interaction—be it a swipe, tap, or scroll—is a gateway to invaluable insights, shaping personalized online shopping experiences that resonate deeply with the digital-native younger generation.

In the section below, we will take a look at the figures for the last 8 months compared to the previous 8 months before they partnered up with Shortlist.

  • Clicks: The number of clicks increased from 3.1M to 4.1M (an increase of 1M or 33%).
  • Impressions: We saw an increase in impressions from 22.5M to 32.4M, which is an increase of 9.9M (44%).
  • Average Google SERP position: An increase from 12.5 to 11.8 (+1 spot).

To enhance the analysis and exclude the impact of seasonal variations in product popularity, we are implementing a year-over-year comparison that concentrates on the most recent three-month period, comparing it side by side against the corresponding three-month span from the previous year.

In a year-over-year comparison (more precisely, the last 3 months vs. the same period last year), clicks increased by 250k and impressions increased by 6M.

Organic keywords database

Now let’s focus on the generated keywords and their ranking.

During the 8 months before working with Shortlist (July 2022 – March 2023), this business saw an increase in ranked keywords from 24,114 to 65,997. This is an increase of 41,881 keywords (173.66%).

Moreover, in July 2022, 726 keywords ranked for positions 1-3, while in March 2023, the figure increased to 2,420.

In the 8 months of working with the client (March – December 2023), we increased the number of organic keywords by 61K (from 65,997 to 127,873). The percentage increase in total keywords from March to December was approximately 93.76%.

After these 8 months, the number of keywords ranking for positions 1-3 increased to 5,905. Considering this significant increase in top SERP positions, as well as the overall benefits of our strategy, this brand has experienced obvious growth as a result of this campaign.

Moreover, we can see a notable improvement in brand-related keywords. However, only one keyword has seen minor fluctuations, which is something we are currently monitoring and examining for the reason for the fluctuation as well as devising a plan to improve the keyword performance.

Summary

Even though the apparel industry is fiercely competitive, this case study is proof that success is very tangible when an original apparel brand partners with an expert link-building agency. The combination of link building (guest posting, blogger outreach) and Quora marketing yielded great results, increasing organic traffic and keyword ranking, and positioning our client as an authority brand on Google.

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