Revenue doubles for top selling products as clothing brand expands into the US
Client Overview
Our client was a UK-based eCommerce brand specialising in figure skating clothing for adults and children. Unlike traditional figure skating costumes, their products are sportswear-inspired training gear for both professional skaters and those learning the sport.
The Brief
The client originally came to us for an SEO audit, with the goal of increasing visibility for “figure skating clothing” terms in the UK & Europe. As their business grew, they looked to expand into the US market and asked us to help drive more traffic from American audiences.
The Strategy
SEO Audit
We conducted a full SEO audit and uncovered key issues, including a poor site structure, duplicate content from Shopify’s tagged collection pages and a lack of static subcategory pages. These issues were making it harder for Google to rank their products. To resolve this, we designed a new site architecture to rank better on Google.
SEO Strategy
Following the audit, we developed a 12-month SEO roadmap to tackle technical and on-page improvements. We worked closely with the client’s development team to implement these fixes.
On-Page SEO
We optimised title tags, meta descriptions and H1s, while also improving category page layouts and descriptions, targeted both “figure skating” and “ice skating” keywords to expand reach. We also split colour variations into separate product listings, making the inventory appear larger, which significantly improved rankings for important terms like “figure skating leggings.”
Blog Strategy
To attract more US customers, we created a blog strategy based on popular Google searches in the US. We created a content calendar focused on evergreen topics, then each month, we published well-researched blogs to answer common questions and bring in more visitors from the US.
The Results – What did we achieve?
Having finished this project earlier this year, the client has seen major improvement since working with us. When comparing the results year over year:
- Non-brand organic clicks increased by 337.2%, from 940 to 4.11K.
- Organic blog traffic grew by 1,303.8%, from 520 to 7.3K clicks, including traffic from Google Discover.
- The site ranks in positions 1–3 for 113 non-brand keywords in the US, including top commercial value terms like “figure skating clothes” and “figure skating leggings.”
- Organic users increased significantly, with new users up 82.3% and returning users up 43.5%.
- The average purchase revenue per customer increased by 4.7%.
- Standout products performed exceptionally well: revenue from the top-selling coat increased by 99.9%, the top bodywarmer by 94.1%, and the top leggings by 102.2%.