Client: An Ecommerce site selling shoes and sneakers as their primary products. Extremely competitive market.

Industry: Footwear B2C

Goal: Ranking for competitor brand based searches

Sate of the Client: A popular brand of sneakers the client is selling is all occupied with the brands native ecommerce site which the client wants to occupy.


What i did?


Client’s website is already incredibly strong in terms of Technical SEO, Offsite SEO, Onsite SEO but they were leading to product based keywords and not the brand based keywords the client wants to rank for.


Finding the long tail terms the users are searching for with respect to brand name

Finding non competing domains which ranks for informational intent based search terms


Finding hashtags and content trends using social media tools and google trend and discovered over 346 terms that had good demand but almost zero competition to rank.

I started of with a pyramid approach to link building. I wanted to build the base firmly through which I would rank for the most difficult terms to rank. So the execution started with creating content rich pages for searches that are very popular in social media and google trends.


The content was written in a way to showcase the users products which also provided lot of scope for internal linking enabling the page authority to flow from base pages to product pages.


We have built an independent headless CMS for publishing pages about these long term searches and successfully published over 40 pages. I have started to attract links to these pages from the following types of domains


  • Forum and fan communities with member base of more than 10,000 (Traffic)
  • Blogs with DA >50 (Authoritative)
  • Non competing business websites with DA >20 (Relevancy)
  • Social media pages
  • Newsletters (Traffic)
  • Editorials


I also regularly fine-tuned the page title and meta description to keep the CTR at its best. The page load speed was already excellent due to the choice of headless CMS but I wanted to push it even further by introducing image CND which further gave an edge to keep the visitors hooked up immediately by showing the image after the page load (increased time spent on the site).


A very big and extensive link building campaign through which we built more than 5000 links from domains with DA >20 were built.

End Result:

  • 230+ Newly Ranking Keywords in Top 10 Position
  • 100+ Newly Ranking Keywords in Top 5 Position
  • Traffic increased from 12Million to 14.9 Million (Ahrefs)
  • Traffic value  increased from $3.35 Million to $4 Million