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How Myntra Records 186 Times Lower CPC Than Paid Through Organic Search
The Client
Myntra has always been known by its customers for its best-quality collections and top-rated brands that provide happiness to all age groups and categories. Competing with other e-commerce giants, Myntra has outperformed across multiple online fashion categories.
The Objective
Making an impact over time in various categories in e-commerce, Myntra aimed to get lower CPC from organic search compared to paid. The target was effective and keyword-focused targeting to improve organic rankings at scale.
The Challenge
At the scale of a platform like Myntra, organic growth requires surfacing gaps across thousands of sub-categories, brands, and product pages simultaneously. Key challenges included:
- Sub-categories, brands, and product types present on competitors but absent from Myntra’s ranking portfolio
- Content gaps across list and category pages, limiting relevance and crawl depth
- Insufficient internal link architecture for distributing authority to high-priority pages
- Limited schema coverage, reducing rich result eligibility and suppressing CTR
- Low backlink count and referring domain diversity
The Solution
1. Gap Analysis
Sub-category gap analysis and deployment of contextual links helped Myntra increase keyword rankings across target brackets.
2. Informative Content, Title and Meta Descriptions
Category-specific keyword research and on-page implementation helped improve keyword rankings in the respective rank brackets.
3. Implementing FAQ, Video and Listing Schema
Schema implementation across relevant pages improved overall impressions and enabled richer SERP appearances for Myntra.
4. Update Content on Title to Boost Page Rankings
Pages with missing content were identified and updated on a regular basis. This contributed directly to improving organic sessions.
5. Influencer Marketing and Backlinks from Brands
Outreach to brands related to popular products on Myntra was executed to grow backlinks. Continued efforts from both teams resulted in a 140% increase in backlink count through influencer marketing.
6. Focus on Head and Torso Keywords
Keyword research and on-page implementation helped Myntra achieve rankings for competitive head and torso terms.
7. Deep Analysis of Keywords
Content gap identification, keyword analysis, and various other implementations helped Myntra improve its overall traffic.
The Result
48%
Improvement in Internal Linking
140%
Improvement in Backlink Count
152%
Improvement in Referring Domains
79%
Improvement in Rankings, Top 3 Positions
89%
Improvement in Rankings, Positions 4 to 10
2737
Improvement in Featured Snippets
43%
Improvement in Organic Sessions
49%
Improvement in Organic Clicks
103%
Improvement in Organic Impressions
283%
Improvement in Non-Brand Traffic
209%
Improvement in Overall Organic Traffic
186 Times
Improvement in Organic CPC Than Paid
The Impact
A 186 times difference in effective CPC between organic and paid traffic represents a structural cost advantage at scale. By systematically addressing content gaps, schema coverage, internal linking, and backlink count across a large and complex e-commerce platform, Myntra achieved both ranking growth and a compounding improvement in traffic efficiency.
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