How Infidigit helped a Fashion E-commerce Giant from South Africa grow its Non-brand Clicks by 442%
The Client
A premier fashion and lifestyle shopping platform based in South Africa, featuring 16 in-house retail brands, encompassing clothing, footwear, jewellery, sportswear, mobile & technology, and home & furniture. Their diverse brand portfolio enables innovative in-store and online retail experiences, driving their vision of creating remarkable omnichannel experiences for their customers.
The Objective
The following objectives were led,
- Enhance Non-Brand Visibility on the Search Engine Results Page (SERP):
The objective is to secure prominent rankings for targeted non-brand keywords across relevant search queries. This involves optimizing for high-value, competitive keywords that align with user intent, ensuring that these keywords achieve higher SERP positions through a combination of on-page optimization, technical SEO, and off-page efforts. - Boost Non-Brand Organic Traffic to Drive Conversions:
The focus is on increasing the volume of non-branded organic traffic by improving keyword rankings and site relevance for non-brand queries. This will be achieved by implementing a holistic SEO strategy, including content optimization, technical improvements, and authoritative backlink acquisition. By driving targeted traffic through these efforts, the goal is to increase user engagement and conversions, ultimately leading to a higher volume of sales through organic channels.
Key KPIs
The following Key KPIs were led in a span of 6 Months,
- 100% Improvement in Non-Brand traffic
- 100% Improvement in Non-Brand Impressions
- Improvement in Non-Brand Keyword Ranking in the Top 10 Position
The Challenge
After migrating 16 individual brands to a single platform, the major challenge was regaining non-brand visibility and authority. In the South African region, several D2C brands started gaining more visibility on the SERP.
The Solution
1. AI-Enhanced SEO Strategy
Leveraging cutting-edge AI tools, we augmented our SEO strategy to create a more data-driven, scalable, and efficient workflow.
- Predictive Keyword Analysis:
Utilized AI-driven keyword research to predict emerging trends, optimize content around high-potential queries, and create possible supporting pages. - Automated SEO Audits:
Deployed AI-powered tools to automate real-time SEO audits, identifying technical issues and content gaps with unparalleled precision and speed. - Content Optimization with AI Insights:
Enhanced on-page content using AI tools that recommended keyword variations, content length, and optimal structure for maximum ranking potential.
2. EEAT-Compliant Content Engineering
In alignment with Google’s EEAT principles, we developed content with authoritative insights and expert-driven narratives.
- Strategic Internal Linking Framework:
Implemented an internal linking structure to amplify page authority and distribute link equity, accelerating the ranking of non-branded keywords.
3. Streamlined Indexation & Crawl Budget Efficiency:
Mitigated index bloat by eliminating non-essential pages through canonicalization, redirections, and robot directives, ensuring optimal crawl prioritization.
4. Authority Hubs via Hub & Spoke Framework
Utilized the Hub & Spoke content strategy to reinforce the authority of primary category pages, boosting their relevance for non-brand queries.
- Tailored Subcategory Pages:
Developed subcategory pages to capture long-tail search traffic, enriching user experience, and expanding organic visibility. - Enhanced Crawlability and Content Clustering:
Structured content into interconnected hubs, improving internal linking, crawl efficiency, and user navigation, leading to higher engagement and conversions.
5. Precision-Driven On-Page Optimization
We executed precise optimizations to ensure content relevance, user engagement, and technical SEO alignment.
- Data-Informed Keyword Targeting:
Identified and integrated high-value, non-brand keywords into key on-page elements, enhancing SERP visibility. - Advanced Schema Deployment:
Introduced structured data to elevate search result richness, driving higher click-through rates and improved ranking performance.
6. Comprehensive Technical Audit
We initiated a holistic post-migration audit to diagnose and resolve technical inefficiencies that were impairing organic growth.
- Core Web Vitals Calibration:
Optimized Core Web Vitals to meet Google’s stringent benchmarks, ensuring superior user experience and enhanced SERP positioning. - Dynamic XML Sitemap Automation:
Discovered gaps in the XML sitemap and recommended automation to maintain real-time updates, ensuring comprehensive page indexing. - Intelligent Redirection Strategy:
Deployed 301 redirects to consolidate authority, preventing keyword cannibalization and enhancing SEO efficiency.
7. Off-Site Authority Amplification
We deployed a focused external SEO campaign to elevate domain authority and enhance non-brand visibility.
- High-Authority Backlink Ecosystem:
We built high-quality backlinks through outreach to industry influencers, boosting the site’s credibility and rankings.
The Result
Beauty & Fitness
Health
Our Solutions
