SEO Growth Strategy for a Fashion E-Commerce Brand

Case Study

Lumière Apparel

[Mock Brand project]

Industry:      Fashion & Apparel.

Platform:      Shopify.

Timeline:       8 months.

Objective:  Increase organic traffic, improve keyword rankings, and boost e-commerce sales through SEO.

Services Provided:  SEO Audit, Keyword Research, On-Page Optimization, Content Strategy, Technical SEO, Link Building

Overview

Lumière Apparel is a growing online fashion brand targeting women aged 18–35 in the U.S. market. The brand struggled with low organic visibility, high bounce rates, and stagnant traffic despite having a well-designed Shopify store. The primary goal of this SEO project was to implement a full-funnel SEO strategy that would improve search rankings for commercial keywords, enhance content relevance, and drive high-intent traffic that converts.

Challenges

  • Product and category pages had poor keyword targeting.

  • The content on product and category pages was mostly less engaging and uninteresting.

  • Slow website, lack of structured data, broken links, and duplicate content.

  • Domain authority was absent, and the backlink profile was low.

Strategy Implemented

 I created a tailored SEO strategy for Lumière Apparel to achieve long-term organic growth through technical improvements, strategic content, and targeted keyword optimisation. My strategy involved the following actions:

1.  SEO Audit

  • Conducted a thorough SEO audit using Google Search Console, SE ranking and Screaming Frog.

  • Found slow-loading pages, broken links, missing image alt attributes, duplicate meta tags, and poor mobile usability.

2. Keyword research 

  • Conducted competitor analysis and keyword research using SEMrush and Google Keyword Planner.

  • Over 250 primary and secondary keywords have been mapped across the homepage, categories, and content of the blog.

3. On-Page SEO

  • Optimized title tags, meta descriptions using focused keywords.

  • Added unique content to all product category pages with internal linking to related products.

4. Technical optimization  

  • Fixed broken links and crawl errors.

  • Enhanced server response time, used lazy loading, and compressed images.

  • Product and Review schemas were added to increase SERP visibility.

5. Content 

  • Created two blog entries every week that were aimed at seasonal and informational search terms.

  • Constructed content silos that connect blog entries to product and category pages.

6. off-page SEO

  • 25+ backlinks were obtained through influencer partnerships, guest posting, and outreach to fashion blogs.

  • Registered the website with online magazines and fashion directories.

Synopsis of improvements

Keywords Ranking
+300%
D.A
+175%
Page load Time
-56 %
Bounce Rate
-19%

Toolkit i Used

  1. SEMrush.
  2. Screaming Frog.
  3. GA-4
  4. Google Search Console.
  5. Rank Math.

Lessons i Learned

      • Content is the king of fashion e-commerce SEO.

      •  CTR and crawlability were directly increased by speed optimisation and structured data.

      • Posting insightful, well-optimized blog entries enhanced overall domain authority and established topical relevance.

This project demonstrates how my approach can lead to quantifiable business growth and how I assisted Lumière Apparel in achieving improved customer acquisition and sustainable organic growth.

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