Our client was a national DTC e-commerce retailer specializing in men’s and women’s underwear, loungewear, and bundle subscriptions. While the site offered a wide range of in-demand styles and served a growing customer base, it faced challenges with SEO visibility in a crowded apparel market, resulting in missed opportunities for organic traffic and sales, plus inconsistent rankings for high-value commercial keywords such as men’s underwear, women’s underwear, boxer briefs, and underwear bundles.
The Challenge
Our client’s site had faced stiff competition from established e-commerce giants such as Calvin Klein, Tommy John, and more. Likewise, most organic traffic was branded, which means the site was missing high-intent non-branded searches and revenue on commercial terms like boxer briefs, women’s underwear, underwear bundles and more. This is where our SEO strategy came into play, balancing branded vs. non-branded traffic.
Our Rock Solid SEO Strategy
We implemented a comprehensive e-commerce SEO strategy that included a full-site SEO audit, collection, product page optimization, and the creation of high-intent, search-optimized blog content. This approach improved keyword visibility and organic traffic across key commercial and transactional pages.
Here’s how we doubled organic traffic and 3X their sales:
- Technical SEO Audit & Fixes
- Performed Comparative & Competitive Analysis Audit (Market Share Analysis)
- Keyword Development & Intent Research
- Performed a Thorough SEO Content Audit & Relaunch Prioritization For Bottom Of The Funnel Content Types:
- Product Collection Page (PLP)
- Product Detailed Page (PDP)
- Supporting blog post creation/optimization based on thorough topic gaps
- Authority Building with Quality Backlinks ( We focused more on the PR campaign)
The Results
Image: Our client saw a sharp rise in organic (i.e. non-paid) traffic for keywords that over the past year it had been paying monthly fees to Google to access.
Image: Since the SEO campaign began in February 2024, the client’s site has seen significant growth in clicks and impressions.
Image: Since the SEO campaign began in February 2024, the client’s site has experienced significant growth in organic keywords and traffic, as reported by Ahrefs.
Image: The screenshot shows the Culprit ranking for some high-intent non-branded terms, mainly women’s boxers and booty shorts that point to collection pages.
