Alamour The Label went from 53 to 378 top-three keywords by building pages for the way buyers search

The gap

Alamour The Label is an Australian occasion wear brand selling online. Its shoppers rarely type a brand name. They search for a formal, a wedding guest look, a silhouette, a shade or a fabric. When a site has no page for that search, the visitor ends up on a broad collection page, or Google sends them to a competitor.

Building pages for real searches

• Categories rebuilt. We reorganised collections and categories so the terms buyers use each had a dedicated page.
• A keyword map by intent. Keywords were grouped by event, silhouette, colour and fabric, reflecting how people shop rather than how the stock is organised in the warehouse.
• Content against the map. Every piece targeted a specific query with buying intent and was optimised on the page where it was published, rather than written to chase traffic in general.
• Measured on positions that earn. We reported on top-three rankings and organic revenue, because those are the positions that receive clicks.

The outcome

Keywords sitting in the top three climbed from 53 to 378. Over the same year, ad profit rose 476.01% year on year.

The terms Alamour now ranks for are searches its customers were already making. The label now owns those visits instead of paying for each one. Read more about our SEO service.