Amydus, one of our most progressive clients is an online plus size clothing store with a vision of providing a wide spectrum of ready to wear trendy, fashionable apparels for Indian body type. Ranging from everything that Indian Body type or plus size demands- festive to leisure wear, Amydus is creating a niche in the fashion industry by revitalising the fashion choices which were once very limited for the plus size. Our client has made it possible for men and women to be trendy without worrying about the size.
The revolution of body positivity and acceptance of plus size caused a rupture in the global fashion industry. This rupture was preceded by a huge demand of not only plus size clothes but also a change in representation and narrative.
With fashion icons like Ashley Graham and Rihanna advertising the change, a new terminology was introduced and universally accepted catering to a whole new world of fashion with a wide variety of shapes and sizes. The primitive derogatory terms were replaced by body positive jargons like Plus size. People made these jargons a fashion genre in itself, a modern progressive one. Therefore, in a world of hashtags and keywords, not only the old terms became obsolete but these new jargons became the identity of plus size fashion enthusiasts and of the clothes they purchased.
For such trend-oriented website, it was necessary to trace the trends which shape the approach of the customers towards the product. We realised that the organic traffic, which must be the chief source of website traffic is trend based when it comes to our client. Therefore, analysing the content and modifying it to enhance the E-commerce SEO (Search Engine Optimisation) became our primary objective. This was necessary to uplift the website’s search engine rankings. A detailed E-commerce SEO audit was proposed by us which led us to tap on other standards beside the obvious ones for analysing the E-Commerce SEO for our client.
In order to enhance the rankings, refining the keywords became pivotal. For this we did what we do best – Purchase Oriented Keyword Optimisation. This was deemed necessary by us to ensure an exclusive approachability of customers with an intention of purchase.
Once the best keywords were unanimously agreed upon, its implementation on various levels of the website started. The title tags and meta description of the product were optimised, keeping in mind the audience and the trends they follow. By implementing purchase-oriented keywords like style, India, plus size dress in the title and meta description, we ensured our client’s website to stand out when the audience were searching those terms.
We made it a point to use accurate and descriptive keyword in not just the title but also in the description. The description highlighted the key features of the product, its technical specifications, thus giving the shoppers a reason as to why the product can benefit them.
The keywords highlighted the relevancy of our client’s products, thus ensuring an effective Google Shopping Optimisation.
Since, off-page E-commerce SEO-related factors likely carry more than 50% of the ranking factor weight in Google Ranking Algorithm, it was natural that we created valuable backlinks to validate the quality of the product. We focused majorly on manually built links, getting customers and influencers to link to the website and share the content, respectively.
Instead of putting too many links in the header navigation bar, we made it exclusively purchase oriented as well as user friendly. The chosen keywords became the links, giving the customer exactly what they want to purchase. The clearest designs, distinctive text with clear standard fonts and common jargons were used for the customers to smoothly sale through the site.
We made the footer quite engaging and inviting, yet clear and user friendly. A little column in the footer for example, which acts like a window to what our client Amydus is about gives it a sense of relatability and keeps the customers visiting the site engaged. A Sitemap link was added to the footer which again led the customers to exactly what they want in a smooth, systematic and user-friendly manner.
For the mobile users, we made sure that the website renders properly in the mobile. The hamburger menu was opted and we made the links large enough for human hands to tap them easily.
We also modified the images, product names and alt tags used in our client’s website, based on the purchase-oriented keywords specified, ensuring maximum visibility whenever the search is performed. We also used right tonality as per the target audience of our client in the page content kept it fun, engaging, inviting and approachable.
Within just a few months of implementing the recommended changes, we achieved the following results that exceeded all expectations :
Our greatest achievement was our client’s satisfaction and happiness which was visible in their testimonial below :
“Cybez has worked diligently to deliver the committed results. They are always open to communicate about the project tasks and updates. Furthermore, the team consists of professional, independent, and transparent members who continuously aim to provide high-quality results.”
-Kartik – Co-Founder, Amydus
