Project Overview
Q for Quinn is a woman-owned, GOTS-certified company that focuses on providing eco-friendly and skin-safe underwear and socks for families. Committed to sustainability and ethical manufacturing, the brand uses organic materials free from harmful chemicals, ensuring a safe product for the environment and its customers.
Goal
Q for Quinn targets eco-conscious females aged 20-60 in the USA, a demographic keen on purchasing sustainable underwear and socks for the whole family. Their goal was to expand its reach within the American market, using organic search to connect with consumers seeking high-quality, eco-friendly, and natural options in organic cotton and merino wool. That's when they hired us to develop a strategy to achieve this goal.
Solutions
We recommended investing in the silo structure and creating an informative guide focusing on the keyword/topic “Types of Women’s Underwear.” Our strategy aimed to address all the questions and interests surrounding this topic, providing valuable and informative content to engage and educate consumers.
Additionally, we created new and optimized existing underwear-related collection pages.
Silo Content Strategy
Internal Linking
Product and Collection Page Optimization
To optimize product and collection pages, we conducted comprehensive keyword research and identified the bottom-of-the-funnel keywords that signal strong purchase intent. We then developed detailed and informative content aimed specifically at these keywords. Our optimization efforts extended to refining URLs, enhancing page design, and updating metadata, headings, and image alt texts to improve SEO performance. Furthermore, we implemented a strategic internal linking structure by connecting silo pages to collection pages, facilitating better navigation and distributing link equity effectively across the site.
Ongoing Technical Audits and Fixes
We conducted regular technical audits of the website, identifying and addressing issues to enhance its technical performance and ensure optimal functionality. These audits involved examining various aspects such as site speed, redirects, canonicals, missing meta titles and descriptions, and indexing errors. By making necessary adjustments, we ensured the website’s infrastructure was robust, which not only improved user experience but also boosted search engine rankings.
High-Quality Backlinks
Our link-building team successfully secured 260 high-quality backlinks from relevant websites and blogs, with an average DR of 44. A key benefit of our setup is the interconnectedness of the pages, which facilitates the transfer of link equity to other articles linked internally. This structure effectively distributes backlink juice throughout the site, boosting the overall domain strength and visibility in search engine rankings.
Results
We began to observe traffic growth in the third month after implementing the strategy. Before working on the project, the organic monthly traffic was 3,723, but after all the efforts, it continued to grow month by month and reached 30,840. Within 14 months of this strategic implementation, organic clicks surged by an impressive 728%, attracting a significantly larger audience to the website.
Before implementing our SEO strategies, only 504 organic keywords were in the top ten positions. Now, Q for Quinn holds a superior position with 2,291 keywords, ranking among the top results for the target keywords and related search queries. This boost in keyword visibility led to a significant increase in monthly traffic to the website.
Currently, Q for Quinn holds the 1st position for the target keyword "types of women’s underwear," and occupies the 0 position (featured snippet) for "what color underwear to wear under white pants." Additionally, the brand ranks in the top 3 positions for several other silo keywords, including "hipster vs bikini," "briefs vs bikini," and "hipster vs brief," among others.
Upon onboarding the project, the website had a Domain Rating of 33. Over the course of 14 months, we successfully executed link-building campaigns, acquired top-tier backlinks from 260 unique domains, and increased the DR to 45.
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