Unlocking 2x Growth in Non-Branded Organic Traffic for a Fashion E-Commerce Brand
The Client
A leading and one of the largest e-commerce fashion and apparel retailers in the MENA region, catering to customers across multiple countries with a strong emphasis on e-commerce performance. Operating in a highly competitive landscape, the brand needed stronger differentiation to scale visibility and growth. With a foundational SEO setup already in place, the retailer aimed to move from maintaining rankings to building a more scalable and growth-focused SEO framework.
The Objective
- Scale non-branded clicks across both English and Arabic markets
- Move high-intent keywords from page 2 to page 1 rankings
- Implement bilingual SEO strategy with language-specific optimization
- Maximize Arabic market performance and visibility
- Establish programmatic scalability across category pages
- Improve Voice of Share in both English and Arabic Market
- Build sustainable, scalable SEO framework for long-term growth
The Challenge
In the context of an oversaturated fashion e-commerce market, the Client faced multiple headwinds:
- Low Non-Brand Search Visibility — Dozens of competing retailers vying for the same search keywords and customer attention
- Stagnant Ranking — Many high-intent keywords were stuck on page 2 of search results, just out of reach of significant traffic gains
- Non-Brand Keyword Gap — Heavy reliance on branded search traffic while non-brand keyword performance lagged significantly
- Bilingual Complexity — Managing SEO strategy across two distinct languages required targeted approaches
- Content Optimization Backlog — Existing content on key category and product pages needed structural and semantic refinement to match competitor best practices
- Arabic Market Underutilization — While Arabic traffic represented ~61% of total sessions, optimization efforts had been primarily English-focused
These challenges necessitated a strategic SEO approach to overcome market saturation and escalate search engine presence.
The Solution
Considering the challenges, a meticulous SEO strategy was ideated and implemented to enhance the Client’s market position and online visibility. The following points detail the strategic innovations and content upgrades undertaken:
1. Identifying Growth Opportunities
A detailed SERP and competitor benchmark study was conducted across 500+ high-intent keywords, which highlighted three primary opportunity clusters:
- Category pages (Women’s, Men’s, Accessories) showing potential to move from page 2 to page 1
- Non-brand keywords with high search volume and low to no visibility
- Arabic-language search market significantly underutilized despite contributing the majority of sessions
2. Programmatic SEO Framework
To scale improvements efficiently across hundreds of URLs, a programmatic SEO system was introduced:
- Automated generation of meta tags for category and subcategory clusters
- Template-driven content blocks for consistent on-page optimization
- Scalable internal linking modules to connect related category and product pages
- Programmatic enrichment of content to capture long-tail and semantic keyword variations
This ensured uniform optimization at scale with reduced manual effort.
3. Multilingual SEO Strategy
English Market Optimization:
- Improved targeting for competitive branded and category keywords
- Refined title tags and meta descriptions to increase CTR
- Enhanced internal linking across English category and product pages
Arabic Market Optimization (Primary Focus):
- Conducted Arabic-focused keyword research based on regional search behaviours
- Analyzed SERPs to understand Arabic language ranking patterns
- Built localized content guidelines tailored to language and cultural nuances
4. Expert Content Creation
Specialized content was developed to align with user intent and match competitive standards, including:
- Category buying guides
- Trend and style comparison content
- Occasion-based product recommendations
- Seasonal and editorial fashion collections
5. On-Page Enhancements
Header Structure Refinement:
- Reorganized H1, H2, and H3 hierarchy for clearer semantics
- Added intent-based subheadings
- Improved scannability for both search engines and users
Internal Linking Optimization:
- Identified high crawl-depth pages that were not receiving any internal links
- Linked these pages from high-authority sections to reduce crawl depth
- Improved link equity distribution toward priority category and product pages
- Enhanced breadcrumb and navigation structure for better discoverability
The Result
The following outcomes illustrate the impact of the strategic SEO measures implemented:
Language Market Breakdown
English Market
54%
Improvement in Organic Sessions
109%
Improvement in Non-Brand Clicks
178%
Improvement in Click Share
The English market experienced stable, strategic growth driven by improved ranking stability, metadata optimization, and stronger relevance signals across collections and PDPs.
Arabic Market
169%
Improvement in Organic Sessions
2x
Improvement in Non-Brand Clicks
128%
Improvement in Click Share
Arabic continues to outperform all segments, delivering the highest improvement in traffic, CTR, and non-brand keyword performance — reaffirming it as the top growth driver.
74%
Improvement in Top 10 Keyword Bucket - KSA Arabic
78%
Improvement in Top 10 Keyword Bucket - KSA English
60+
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200+
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Awards & Recognition
130+
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