Fashion Forward and SEO Savvy: Impressive’s Award Winning Campaign for KOOKAÏ Resuscitates Organic Presence
+160%
Growth in non-branded organic SEO traffic
+3.4M
New impressions in 12 months
+11%
Increase in eCommerce conversion rate
THE CLIENT
KOOKAÏ is an Australian-owned women’s fashion clothing brand with over 40 stores across Australia. Impressive began working on an SEO campaign for KOOKAÏ in June 2021.
THE CHALLENGE
Being a globally recognised clothing brand, KOOKAÏ had a great branded organic presence. However, a major issue for the business was that its organic presence had been flat for the last 2 years. The growth was stagnant because the non-brand traffic to the website had not improved in a long time.
Also due to the pandemic, most Australian states were in lockdown in 2021 which means that KOOKAÏ were only able to generate very little revenue directly from its 40+ stores across Australia. This made the business more reliant on its eCommerce revenue.
There were 2 main objectives of the SEO campaign for KOOKAÏ:
- Grow non-brand organic presence
- Improve overall organic revenue of the campaign to make up for the loss of sales traditionally expected from brick and mortar stores
THE STRATEGY
1. Keyword research to create a deeper level of product categorisation
White having a huge range of women’s clothing including dresses, tops, skirts, etc, KOOKAÏ only generated collection pages for these main categories. So Impressive performed an in-depth keyword research to identify opportunities for creating 2nd and 3
2. Improve website navigation
At the beginning of the campaign, the website navigation was not up to the standards expected from a proper eCommerce store. So our plan was to completely revamp the current navigation to make popular categories more accessible to target audiences.
3. Implement on-page SEO best practices to prevent future issues
We not only find and fix a lot of basic on-page SEO issues but also identify patterns in recurring mistakes and make recommendations to prevent the issue from happening in the first place.
4. Improve page experience
Even though Google clearly mentioned that Core Web Vitals was not going to be a primary ranking factor, we knew that Google would consider it as a secondary factor in certain “tie-breaker” situations. So Impressive decided to perform a detailed Core Web Vitals audit of the site in order to identify and fix any page experience related issues.
THE RESULTS
Overall, the strategies and implementation effort from Impressive has been achieve the remarkable results. We have been able to smash the original KPIs for the campaign and deliver 160% growth instead of the expected 20%. We can see that the non-brand clicks have rocketed from 45,700 clicks to 119,000 clicks with a massive jump in impressions from 3 million to 12.2 million.
In the last 12 months (July 1 2021 – June 30 2022), the site has received an additional 52,531 clicks from new proposed collection pages. These new collections have also received over 3.4m impressions in the last 12 months. The amount of keyword ranking on page 1 also make an improvement of 99.43%.
Along with keyword ranking and traffic growth, The Core Web Vitals fixes have had a significant impact to eCommerce revenue which is 20% in YoY growth (Jan – March 2021 vs. Jan – March 2022). That is, from approx 2.1 million to approx 2.6 million. There has also been an improvement in eCommerce conversion rate of 10.23%.
Impressive has received multiple awards for this campaign, including Semrush, Global Search and APAC Search awards
