+70%
Increase in YOY Non-Branded Traffic
+10%
Increase in eCommerce Conversion Rate
+463
Keywords on Page #1
THE CLIENT
Zulu & Zephyr is a lifestyle brand cultivating cool, beautiful and effortless swimwear and ready to wear designs for modern women around the world.
THE CHALLENGE
Zulu and Zephyr, a contemporary Australian lifestyle brand known for its effortless style and high-quality swimwear, approached Impressive with a significant challenge. Despite their established reputation, they were struggling to improve their organic traffic, organic revenue, and overall organic brand visibility. The competitive nature of the fashion industry, combined with the rapidly changing digital landscape, required a robust and multifaceted SEO strategy to elevate their online presence and drive measurable results.
THE STRATEGY
To address these challenges, Impressive implemented a comprehensive SEO strategy that encompassed four key areas: technical optimisation, content production, on-page optimisation, and digital PR.
1. Technical Optimisation: – Conducted a thorough site audit to identify and fix technical issues affecting site performance. – Improved site speed and mobile responsiveness to enhance user experience and search engine ranking. – Implemented structured data and schema markup to improve search engine understanding of the site’s content.
2. Content Production: – Developed a content calendar focusing on high-quality, engaging, and relevant content tailored to Zulu and Zephyr’s target audience. – Produced blog posts, lookbooks, and style guides that not only attracted organic traffic but also showcased the brand’s unique voice and expertise. – Leveraged keyword research to create content that aligned with popular search queries and customer interests.
3. On-Page Optimisation: – Optimised meta titles, descriptions, and headers to ensure they were keyword-rich and compelling. – Enhanced internal linking structures to improve site navigation and distribute link equity effectively. – Refined product descriptions and category pages to better match search intent and improve user engagement.
4. Digital PR: – Executed a targeted digital PR campaign to build high-quality backlinks and increase brand authority. – Collaborated with influencers and fashion bloggers to create authentic content and amplify Zulu and Zephyr’s reach. – Secured features in reputable online publications and fashion websites to drive referral traffic and boost credibility.
THE RESULTS
The strategic approach taken by Impressive yielded outstanding results for Zulu and Zephyr, demonstrating the power of a well-rounded SEO strategy. – 70% Increase in YoY Non-Branded Traffic – 10% Increase in eCommerce Conversion Rate. – 463 Keywords on Page #1
