The Challenge
The brand relied heavily on paid channels i.e. Google Ads, Instagram, Pinterest, and Facebook for traffic. Organic visibility was minimal, leading to high customer acquisition costs and over-dependence on paid ads.
Additionally, several technical and content-related issues were impacting the site’s performance, including:
- Multiple product URLs without proper canonicalization
- Keyword cannibalization across product and collection pages
- A negative SEO attack affecting the backlink profile
- Under-optimized content with limited alignment to search intent
- Weak internal linking structure
- General technical hygiene issues affecting crawlability and indexation
SEO Strategy & Execution
1. Backlink Audit & Recovery
The site had been targeted by a negative SEO attack, resulting in a large number of toxic backlinks. We conducted a thorough audit of the backlink profile, identified harmful domains, and submitted a disavow file via Google Search Console to mitigate the impact.
2. Canonical Tag Implementation
To resolve issues with duplicate content from multiple product URLs, we implemented proper canonical tags, ensuring that only the preferred versions were indexed by Google.
3. Internal Linking Optimization
We improved internal linking between blog posts and collection pages, and also added cross-links between related collection pages. This helped distribute link equity more effectively and enhanced site navigation for both users and search engines.
4. Content Optimization
Existing content on product and collection pages was reworked to better align with target keywords and user intent. We enhanced collection pages with:
- Product summaries at the top of the page
- Informational content (e.g., product usage tips) at the bottom
5. Keyword Cannibalization Fixes
We addressed keyword cannibalization by consolidating or differentiating competing pages that were targeting the same keywords, allowing Google to more clearly identify which pages to rank.
6. Technical SEO Improvements
Technical hygiene was a key focus. We optimized meta titles and descriptions to improve click-through rates (CTR), fixed indexing issues, and ensured the site structure supported crawl efficiency.
Results (Over 16 Months)
- Organic traffic increased by 196%
- Daily clicks grew from 297 to 882
- Search impressions rose from 25,000 to 130,000
Before
After
