SEO Optimization Strategy helps Marks & Spencer gain 96% increment in Organic Traffic
Marks and Spencer launched a website for their brand in India. Since the brand was already running offline stores, the challenge was to bring in consumers to the website, facilitate incremental organic impressions, improve CTR through an elevated non-brand presence, and in turn boost overall traffic.
Post the website-launch in April'20, the goal was to optimize the website to make it SEO friendly and strengthen the brand's digital footprint, with a focus on increasing the organic website traffic and enhancing website visibility on Google SERP.
To create a digital presence from scratch, the strategy was to work on Landing Pages, Blog Content & on-page content Optimizations with suggestions on the UI/UX ground like curated page creation.
Technical implementations like redirection errors, SEO optimized URL suggestions, Hreflang, Internal Linking, Page speed Optimization, Sitemap and robots.txt file optimization were to be cared off too.
For Off-page SEO we focused on targeting the relevant & quality referring domains which helped us to improve our overall off-page profile.
Addressed the issue of thin content on the website and strengthened the landing page and blog section content based on an in-depth study and analysis of the competitors and the industry, considering parameters like content gap, keywords, meta tags, etc. Also focused on the UX/UI suggestions to improve the user engagement.
Suggested technical implementations including redirections, URL structures, sitemap, robots, internal linking structure, etc. Majorly focused on the Hreflang issue on the website.
Proposed an initiative to implement the sale and offers page in the top navigation bar to better user engagement.
Aimed and worked rigorously in achieving higher & better keyword position on Google search results.
We targeted good quality referring domains for the backlink creation & did spam & broken backlink analysis along with Quora & Blog posting to improve our overall off-page profile.