EGO

Objective

Post-lockdown, EGO’s hero keyword “heels” observed a 33% drop in search volume, a category in which EGO had historically performed well. This, combined with wanting to expand their clothing offering to rival big-name competitors led us to create a targeted SEO campaign to help EGO gain visibility in the increasingly competitive fashion space.

By EGO’s very nature, creativity had to be at the heart of this campaign. As a campaign where results and success centred on improved site visibility, brand awareness, and customer engagement, our success hinged on stellar SEO tactics, combined with EGO-worthy content creation.

House Digital demonstrated immense dedication by accomplishing a tremendous amount of work in such a short period. Their comprehensive SEO strategy has been nothing short of revolutionary, addressing every element that can impact rankings. This hard-working campaign has yielded an impressive array of results, spanning a wide spectrum of metrics.

 

Best SEO Campaign 2024 - UK Agency Awards 2024

What We Did

First and foremost, we put ourselves in the mind of the EGO girlie to create a navigation that would meet her expectations. We analysed seasonal trend forecasts to ensure we were ready to roll out just as search interest spiked, keeping EGO one step ahead of the latest trends.

From here we created optimised content for 460 dedicated category pages, based on our crucial keyword strategy, alongside supporting blog content including style guides such as “Rave Outfit Ideas”. Our on-page optimisation efforts focused on strategic internal linking, well-structured URLs, and tailored metadata creation.

Similarly, we created supporting link-building content, working with authoritative fashion bloggers and targeting high DA and DR sites to further bolster EGO’s site authority.

Alongside this, we perfected the category filters. The EGO girlie would struggle no more to find specific categories such as festival co-ords, knitted co-ords or the perfect little black dress.

From a technical SEO perspective, EGO would historically lose competitive advantage whenever products went out of stock, as there was no process in place to preserve organic traffic. We implemented an automated out-of-stock process, whereby end-of-life products were redirected to the most relevant product or category page, protecting EGO’s keyword rankings and keeping customers on-site.

Further implementation included templated metadata rules for sitewide PDP meta optimisation, the addition of structured data for delivery/shipping and reviews, and amendments to sitemap and robots.txt to ensure Google’s crawlers could effectively index key pages.

Award Nominations

Fashion Content Campaign of the Year 2024 UK Content Awards 2024

Best SEO Campaign 2024 UK Agency Awards 2024