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Driving Non-Brand Growth for Max Fashion Through Strategic SEO Implementation
The Client
Since its UAE debut in 2004, Max Fashion has expanded to over 850 stores across 20 countries. Its journey in India began in 2006 with the first store in Indore, and today, it proudly serves a loyal customer base of nearly 35 million across 200+ cities through 500+ stores.
MaxFashion.com, the brand’s thriving digital extension, ensures everyone—from trend-conscious Gen Z to families seeking essentials—has access to over 12,000+ styles available 24×7 on its app and website. Firmly believing that fashion should be accessible to all, Max Fashion continues to make style affordable and available for everyone.
Max Fashion’s significant online presence helps share the latest styles with families and fashion fans alike. The company offers a wide range of products, from kids’ clothing to the newest trends for men and women.
The Objective
Max Fashion aimed to strengthen its organic presence beyond brand searches and improve performance across search engines.
- Improve Non-brand Ranking
- Increase Non-brand clicks on SERP
- Improve Non-brand Impression on SERP
- Improve ROAS & CPC
- Improve Organic Traffic (SEMrush)
- Improve AI Overview Ranking and Traffic (SEMrush)
The Challenge
While Max Fashion had strong visibility for brand-related searches, the non-brand keyword performance required further improvement. The main challenges included:
- Limited visibility for competitive non-brand keywords
- High search volume non-brand keywords not ranking on SERP
- Content duplication on pagination and filter pages
- Restriction in creating new pages for trending topics
- Product image thumbnails not appearing on SERP even after schema setup
- Old URL versions still being crawled and indexed
- Invalid Merchant listings in Google Search Console
- Core Web Vitals needing optimization
Infidigit has already helped Max Fashion achieve strong organic growth in the past, and both teams focused on continuing implementation and scaling these efforts further to achieve even stronger results.
The Strategic
Infidigit and Max Fashion jointly created a data-driven roadmap focused on all key SEO elements—on-page, off-page, and technical optimization—to drive continuous growth.
The roadmap included:
- Performing a 360° SEO audit.
- Creating a content strategy for all major category pages.
- Sharing ongoing technical recommendations for better crawlability and site performance.
- Building new pages for high-volume keywords to improve reach.
- Enhancing internal linking to distribute link equity efficiently.
- Maintaining site hygiene through official, third-party, and manual audits.
- Avoiding keyword cannibalization through structured keyword mapping.
- Performing off-page activities and building high-quality backlinks.
The Solution
Infidigit implemented a structured SEO plan to address all the above challenges:
- Conducted a complete SEO audit to identify improvement/opportunity areas.
- Created a detailed keyword-to-URL mapping with primary and secondary keyword assignments.
- Optimized meta tags, H1s, and category page content for better keyword targeting.
- Enabled new page creation to target trending and high-volume keywords.
- Improved internal linking through content and contextual footer links.
- Applied “Noindex, Follow” tags to pagination and filter URLs to prevent duplication.
- Fixed image URL structures, allowing thumbnails to appear correctly on SERP.
- Resolved invalid Merchant listings by updating product schema and missing elements.
- Worked with the tech team to improve Core Web Vitals for better site speed and performance.
The Result
Over the course of a year, Infidigit helped Max Fashion achieve significant improvements in its organic visibility and traffic metrics:
150%
Improvement in Non-Brand Clicks
2x
Improvement in Non-Brand Impressions
2x
Improvement in Organic Traffic (SEMrush)
145%
Improvement in Page 1 Rankings
8x
Improvement in Top 3 Rankings
The Conclusion
Through continuous collaboration between Infidigit and Max Fashion, the brand achieved strong, measurable growth in non-brand keyword visibility, organic traffic, and search performance.
By resolving technical challenges, optimizing content, and improving overall site structure, Max Fashion successfully expanded its organic reach and strengthened its position as a leading online fashion destination in India.
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