QUIZ

Colouring in the SERPs

QUIZ is one of the UK’s leading fashion retailers, but they lacked organic visibility for many generic colour targeted terms. With the introduction of a batch of new pages linked from faceted navigation, we established visibility for a range of colour variant terms and saw ranking improvements for all targeted keywords.

Combined with a suite of technical fixes, we helped increase year-on-year revenue by 54% and saw ranking improvements for all targeted keywords

Here’s how we made it happen.

The Client

QUIZ is a leading UK fashion retailer specialising in occasion wear and dressy casual wear.

The brand operates through an omnichannel, fast fashion business model, including online, standalone stores, concessions, international franchises, third-party online partners and wholesale.

The Challenge

Our work with QUIZ has significantly improved their rankings for relevant non-brand searches by:

• Providing updated on-page content and copy to improve keyword targeting and make it more relevant to users
• We consolidated pages with similar intent to combat cannibalisation and reduce competition in the search results
• We improved the internal linking structure to ensure the spread of link equity (ranking authority) to important product and service pages

However, we identified an opportunity to drive more traffic and revenue by improving visibility for colour specific keyword terms e.g. red dresses.

The Approach

1: Opportunity identification

We utilised search volume, difficulty score, QUIZ stock data and trend analysis to identify the biggest opportunities to generate organic traffic for the on-trend colours of the the Autumn/Winter season.

2: Utilising existing faceted functionality

We consolidated pages with similar intent. We worked with QUIZ’s internal developers to utilise the existing faceted navigation functionality.

Using faceted URLs, we added unique content and meta data and made them crawlable and indexable. Doing so meant no external development agency was required, saving QUIZ time and money.

3: Rigorous testing

Comprehensive testing was undertaken to ensure that all crawling and indexing considerations were covered, and robust canonical and internal linking strategy were implemented.

The Results

Our optimisations resulted in ranking improvements for all target keywords and an uplift in organic traffic to important product category pages.

• Organic revenue increased by 54.26%
• Conversion rate increased by 29.14%
• 90% of target keywords ranking across first two pages

Why it Worked

Creating unique and useful content was the key to the success of this project.

Good SEO hygiene is the foundation to securing your right to rank. Quick win activities such as updating your on-page content and metadata for keyword targeting help search engines understand what your pages are about and are an important first step to boosting organic visibility.

Optimising your website for organic performance also involves reducing competition between pages that rank for similar target keywords and have similar intent. This is known as cannibalisation, and it’s harmful to the SEO potential of the pages involved. It can confuse search engines as they struggle to decide which of your pages they should rank for what term.

To combat cannibalisation, we may recommend re-targeting pages for different keywords or consolidating them by redirecting or canonicalising one to the other.

Having an optimised internal linking structure is also integral to good SEO performance. Internal links play an important role in:

• Spreading link equity (or ‘ranking authority’) around your website and to key pages
• Establishing the information hierarchy of your website
• Allowing users to easily navigate your website to find the products and/or information they are looking for

We therefore made sure to triple test the implementation of the indexable facets and monitored crawling and indexing closely once the pages were live.

To ensure the new pages were deemed valuable, we made sure to select only colour variants that benefited from significant inventory and good stock levels over the period of launch, ensuring that search engines would trust these pages to present a positive and useful user experience to visitors.

Finally, we undertook this project once page speed issues for this template had been ironed out, meaning we could be assured that their performance would not be held back by speed issues.

Looking for a new SEO partner? Chat to us about your goals and challenges today and discover how we can help.