How Myntra gained 84 times greater ROI from SEO than Paid campaign

The sub-objectives of our campaign formed the core of our final strategy. Here is a glimpse into the work that went into every aspect of the strategy. 

1. Increase keyword ranking – By increasing the scale of keyword rankings, Myntra would secure higher visibility on organic search. Hence, the team began working on increasing the keyword database. Once done, all the targeted keywords for the website were split into microsites. This helped the team focus on each targeted keyword individually in a systematic manner.
2. Optimising featured snippet – Featured snippet is a content rich snippet that appears as the first result on a Google search. Apart from featured snippets, there are many other prominent snippets such as knowledge graphs. The benefit of securing these snippets for targeted keywords is that they have been proven to have high CTR. 
3. Image Optimisation – Since a while, Myntra was facing image crawlability challenges. To address this, the UX and designs were updated on the product pages to display images directly on the page, instead of dynamically loading via JavaScript. Also, alt & title tags were implemented for all these images. This aimed to give Myntra a boost in visibility in image searches for long-tail keywords.

The innovation of this campaign lay in the sub-categories the team formed to achieve the target. Here is a brief look into what were those sub-categories and why were they formed, along with other measures?

• Optimizing Categories like a microsite – To ensure that each and every potential keyword is optimized, the concept of optimizing multiple landing pages in groups like microsites was introduced. This approach resulted in incredible improvement in rankings for relevant category keywords on organic searches. Also, Myntra’s website didn’t have requisite landing pages for many relevant keywords with high search volumes. Hence, based on the recommendations, new pages were created to help in further increasing the market share. 
• Content Optimisation – After running a thorough analysis of the relationship between content and the featured snippet position, wide-scale content optimisation was initiated to ensure adherence to the findings. As part of the process, niche specific content style guides were created to ensure uniformity in content adherence. With numerous articles uploaded onto the websites on a regular basis, this content streamlining measure was a crucial step.
• Contextual Linking – In this process, we identified contextual linking opportunities across the platform. Following which, relevant links were targeted on various pages on the basis of user preference. For example, the page for ‘saree’ would feature links to different types of sarees and blouses in the footer.