Chi Chi Clothing – SEO Project

Problem.

Chi Chi’s organic traffic was dwindling after a difficult period post site rebuild (changing platforms in the process) which ran head-on into the early months of COVID-19. As the fashion brand primarily was known for its dresses and partywear, the impact of COVID-19 was keenly felt. The site needed a brand new SEO strategy that would address the rot in terms of organic traffic.

Solution.

Terrier set out building a strategy centred around three core ideas.

Structurally, the site was in need of a lot of TLC post-relaunch. The move to Shopify had caused a number of URL changes that severed a lot of the brand’s existing organic footprint. Terrier got the site to best practice across the board whilst also prioritising page load speed (key in Google’s upcoming algorithm changes).

From a content standpoint, the site was very low on valuable content. Fresh category texts were created across the site alongside optimised title tags, meta descriptions as well as over 900 fresh product titles (based around searchable terms such as colour).

Authority was the third area of focus with targeted outreach to micro influencers on an unprecedented scale doing the social signalling leg work. Hundreds of micro influencers every month were sent product in exchange for coverage. We ran a digital PR campaign to capitalise on the same search terms/topics in tandem with this activity.

Results.

The SEO activity generated the following results for Chi Chi:

  • Chi Chi’s organic visibility have tripled their weekly organic visibility year-on-year (YOY).
  • Organic traffic is up roughly around 150% YOY.
  • The brand holds key #1 rankings for terms such as Bridesmaid Dresses.
  • The site is up to best practice from a structural SEO standpoint.

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