Categories Name : SEARCH and PPC CAMPAIGNS

Sub-Category : BEST SEO FOR WEBSITE/UNIVERSAL SEARCH RANKING AND SEM STRATEGY

Entry Name (Campaign) : Garnering Top Google Search Results for Zivame With a Unique SEO Strategy

Brand Name : Zivame

Metal : Gold

Covering Note / Overall Experience

Zivame, a leading Indian online retailer of women’s intimate wear and activewear among other things, set its sights on the top search results spot on Google for various keywords relevant to its business category/sector. We were tasked with making this vision a reality with innovative search marketing tactics that would yield sustainable results. Not only did we have to put our collective skills and knowledge of SEO to the test, but we also had to think differently to meet the following objectives:
Zivame wanted to improvise its organic search presence by increasing non-brand sessions by 100%.
Increasing new users from organic search by 70%
Achieve top rankings for popular keywords like ‘bra’, ‘panties’, ‘lingerie’, etc.
Design and implement a robust organic search strategy to improve Zivame’s share of voice on Google search ranking page.

Concept

Good-quality, original content is at the centre of any great SEO strategy. We began our quest for a good ranking on Google Search by
1. Evaluating the Zivame website to eliminate duplicate content and identify pages that lacked meaningful, useful content.
2. Automatically updating the sitemap and the title and meta description of newly-generated product pages.
3. Contextual inter-linking of pages.
4. Well thought-out blog content on frequently Googled queries.

Innovation

Besides adhering to SEO best practices established by Google, we endeavoured to push the envelope of innovation.
1. We did a thorough rundown of coveted keywords that would generate the most website footfall. We emphasized creating engaging blog posts on essential keywords that are useful to the reader, thereby establishing Zivame’s reputation as an authority on intimate wear and other categories.
2. We aimed at remedying the inadequate inter-linking of pages and a dearth of useful landing pages. We placed custom-designed, contextual footer links on pages to improve their indexing and improvising internal linking.

Execution

The following five-pronged plan was executed.
1. Duplication challenge - Multiple URLs featuring the same content can mislead search engines and negatively affect keyword ranking. Unique URLs for each category pages, a 301 redirect or canonical tags, and the submitting of valid, current XML sitemaps to the Google Search Console solved this problem.
2. Automation - We ensured that whenever new web pages were created, the XML sitemap was automatically updated and the page title and meta description created with specific formulas.
3. Internal links - A relevant, clickable footer link on every page presented us with the opportunity for interlinking pages with similar products.
4. Content Marketing - Offbeat blog post ideas helped us do a steady climb in the SERPs and land the featured snippet spot for highly-searched queries like ‘bra size calculator’, ‘how to wear a bra’, etc.
5. Technical SEO - We also focused on optimising page load time and image size, eliminating any intrusive interstitials, making the best use of canonicals and redirects

Results

Our unique approach enabled fast-paced growth in site traffic figures for Zivame with the following outcomes:
Non Brand Sessions increased by 116%
Organic New Users increased by 73%
Organic Users increased by 72%
93% improvement in rank one position for non-brand keywords
More than 1000+ keywords started ranking on rank one such as “Panties”, “Lingerie”, “Bras” etc
Visibility for targetted keywords such as “sexy bra”, “sexy nightwear”, “nightdress”, “panties”, “nightwear”, “bra” increased by 1488%, 1073%, 335%, 281%, 132%, 114% respectively
Market share for targetted categories such as “nightwear”, “activewear”, “swim & beach”, “panties”, “bra”, “shapewear” increased by 2076%, 1912%, 191%, 186%, 107% and 40% respectively
This helped Zivame to strengthen its market position further as a leading online retailer of women’s intimate and activewear.