Case study
Surpassing the Competition: How SIR Revolutionised Its Online Presence and SEO Performance.
With a focus on high quality, ethically sourced fabrications, SIR. is a contemporary fashion house synonymous with easy-to-wear wardrobe staples under a modern lens.
255%
133%
28%
Increase in top 3 search result rankings.
Increase in keywords ranking on the first page of organic search results
Growth in revenue from organic search
01 The challenge
Navigating Strong Competitors in the Market
SIR had to figure out how to stand out in a field with strong competitors. The need to differentiate their brand and offerings amid a crowded landscape required innovative approaches to capture and retain customers effectively.
SIR's heavy reliance on branded search limited their visibility and reach among potential customers who were not familiar with the brand. This challenge necessitated strategies to expand their online presence beyond brand-specific searches and attract a broader audience.
Overreliance on Branded Search (98%)
Implementing SEO strategies while adhering to SIR's brand guidelines was a challenge. The task was to enhance their search visibility and rankings without compromising the consistency and integrity of their brand image and messaging.
Balancing SEO Strategies with Brand Guidelines
We proposed a structured process to handle discontinued products, safeguarding SIR's website authority and SEO rankings. Through redirects and strategies, we preserved link equity and prevented negative impact on search performance.
Managing Discontinued Products to Maintain Authority
MindArc proposed enhancing the technical foundations of SIR's website to optimise Google's crawlability and indexation process. This involved implementing technical SEO best practices, such as improving site speed, optimising site architecture, and resolving any technical issues that could hinder search engine bots from efficiently indexing the website's content.
We recommended increasing the relevancy of SIR's collections and product pages to align with the search behaviour of their target markets. By conducting thorough keyword research and optimising content, meta descriptions and title tags, the aim was to ensure that SIR's offerings were well-positioned to appear prominently in relevant search results.
Enhancing Relevancy of Collections and Product Pages
02 Our approach
Optimising Technical Foundations for Improved Crawlability and Indexation
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Conducted thorough keyword research to identify relevant search terms and trends within SIR's target markets. Then we optimised the content, meta descriptions and title tags of collections and product pages to align with these keywords.
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Worked on enhancing the technical aspects of SIR's website to improve its crawlability and indexation by search engines. This included optimising site speed to ensure a seamless user experience and implementing best practices for site architecture.
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Implemented a structured process for handling discontinued products on SIR's website. We strategically employed appropriate redirects for these items to ensure that the authority and link equity associated with them were preserved. This prevented any potential negative impact on SEO rankings and maintained the website's overall authority in search engines' eyes.
03 Actions taken
04 The result
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Achieved an exceptional 255% increase in top 3 search result rankings.
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Demonstrated a substantial 52% improvement in rankings within 4-10.
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Notably enhanced rankings by 15% within 11-20.
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Realised an 8% rise in rankings within 21-50
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Attained a significant 38% ranking increase within 51-100.
Results (Ranking Positions)
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Achieved a remarkable 34% increase in organic performance for the Dress Collection.
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Realised an impressive 36% growth in organic performance for the Size Guide.
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Recorded a notable 19% improvement in organic performance for the Top Collection.
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Attained a substantial 30% increase in organic performance for the Skirt Collection.
Performance for Collections (Organic)
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Achieved a significant 36% increase in sessions for organic search compared to the previous year.
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Realised a substantial 28% growth in revenue from organic search compared to the previous year.
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Demonstrated an impressive 133% increase in keywords ranking on the first page of organic search results compared to the previous year.
Top Line Results (Organic)
In collaboration with SIR, MindArc executed a multi-faceted strategy that significantly bolstered the brand's online success. By conducting comprehensive keyword research and optimising content, meta descriptions and title tags of collections and product pages, they aligned SIR's offerings with users' search intent, leading to improved visibility in search results. The enhancement of technical aspects, including optimised site speed and architecture, ensured smooth crawlability and efficient indexation by search engines. Additionally, the establishment of a structured approach to manage discontinued products preserved the website's authority and link equity, safeguarding its search rankings and reinforcing its overall online presence.