Projects Category: SEO

Situation

La Blanca, a premium swimwear brand with over 35 years in the market, faced declining organic performance despite strong brand equity. In spite of the business age, long-term customer base, and brand recognition, they were losing organic traffic and revenue. Here’s the breakdown of the problems we found:

Seasonal Traffic Drops

• The site was heavily reliant on seasonal search terms like “swimsuits.”
• Data showed an expected 80% drop in search demand by Q4 of every year 2025. The worst months begin in October, and the situation persists every year into the Christmas season

Over-Reliance on the Homepage

• 71% of non-branded clicks came from the homepage alone. This was indicative of widespread failure in traffic acquisition and diversification, such that if the homepage rankings dropped, the whole site would lose traffic overnight.

Technical Crawling & Indexing Issues

• 89 collection pages were marked as “indexable” but had zero products (wasting Google’s crawl budget). These transmitted negative quality signals at the level of algorithmic appraisal, thus impacting the site’s ability to aggregate topical authority via its collection pages
• 286 pages were marked as “noindex” but still in the sitemap, confusing search engines and reducing their visibility in shopping result surfaces and merchant listings
• Product grids are loaded via JavaScript, creating very large discrepancies between the raw and rendered HTML. This situation elevated the render budget demand required by search engines before they can access the site’s content. Hence, after the first wave of crawling and Indexing, even Google was unable to access all of the on-page copy, thus expanding the time lag between content updates and when such updates could impact keyword relevance and rankings.

Slow Site Speed & Poor Mobile Experience

• Mobile pages scored 4/100 on Google’s speed tests.
• Pages took 18.8 seconds to load content (vs 2.5 seconds recommended).
• Layouts shifted while loading (CLS score: 0.662), thus frustrating users.

Weak Content & UX Problems

• Product descriptions were short, duplicate, and AI-generated, hurting rankings.
• Size guides were hidden, and star ratings didn’t work.
• No “quick view” option, users had to click in and out of pages, increasing bounce rates.

Traffic & Revenue Risks

• 26% of all traffic came from two keywords (“bathing suits”, “women swimsuits”). This made the site susceptible to competitor PPC campaigns (especially those that targeted these two keywords on which their entire organic acquisition engine was dependent)

In short, the site was technically broken, too reliant on a few traffic sources, and missing easy wins to improve user experience and revenue. We had to fix these issues before the seasonal drop hit in Q3 2025.

Tasks and Goals

We were facing an 80% seasonal traffic decline and technical debt, so our mission was to turn La Blanca’s organic into a year-round growth engine. The challenge wasn’t just to defend against Q3 search volume drops but to fundamentally restructure the site to achieve three survival objectives:

First we needed to break the homepage’s monopoly on traffic (71% of non-branded clicks) by redistributing visibility across collection pages and blogs. This meant surgically optimizing commercial pages like “Tankini Tops” while developing evergreen spa and resort wear content to offset swimsuit seasonality.

Second the site’s technical debt needed emergency attention. With mobile pages scoring 4/100 on Core Web Vitals and JavaScript blocked product grids starving Google of crawlable content we prioritized fixing render-blocking resources, removing 286 phantom noindex pages and getting LCP under 2.5s.

Third, we had to convert fleeting traffic into reliable revenue before the seasonal crash. This meant rebuilding the UX foundation—implementing quick-view modals, moving hidden size guides above the fold, and injecting scarcity triggers (“3 left at this price”) to combat the site’s 2% collection page CTR.

Underpinning all of this was a schema markup blitz (Product, Organization, Article) to claim SERP real estate through rich snippets and knowledge panels. Every tactic served one purpose: to make the site’s traffic and revenue immune to the coming Q3 search demand collapse.

Actions & Strategic Interventions

To fix La Blanca’s problems, we implemented a full-funnel SEO strategy across technical, content, and conversion optimization.

Phase 1: Technical Foundation
We tackled the infrastructure gaps. The XML sitemap was audited and cleaned up, removing 286 noindex pages and resubmitting to Google Search Console. Broken links and redirect chains that wasted crawl budget and diluted link equity were fixed so bots and users could navigate seamlessly. Core Web Vitals were prioritized: image compression, JavaScript deferment, and browser caching got mobile performance scores from 4/100 to 65/100, LCP from 18.8s to 2.1s. Server-side rendering was implemented for product grids to remove JavaScript indexing barriers.

Phase 2: Content & Authority
With the technical issues fixed, we rewrote the content to diversify traffic sources. Over 50 collection pages (e.g. “Tankini Tops”) were rewritten with keyword-rich, benefit-driven copy. Thin AI-generated product descriptions were replaced with 300+ word narratives highlighting luxury differentiators (e.g., “tummy control technology”). As for blog pages, our strategy targeted long-tail queries like “flattering swimsuits for seniors” to capture demand beyond seasonal peaks.

Phase 3: Conversion & Trust
In this phase, the user experience was refined to match the premium brand. Size guides were added to product hover states (inspired by Sealevel Australia), and quick view was added to reduce bounce rates. Interactive fit graphs (modeled after Andie Swim) and urgency triggers (“Only 2 left!”) were added to increase engagement. Structured data was deployed sitewide, including Product, Carousel, Webpage, and FAQ schemas, which increased impressions for key pages by 369K. A PR driven backlink campaign secured 50+ links from fashion and lifestyle publishers.

This holistic approach meant technical fixes amplified content gains, and CRO maximised revenue from new traffic.

Results and Impact

Through targeted technical interventions and content optimization, La Blanca achieved 191% growth in position 1-3 keywords (698 to 2,033 YoY), reducing reliance on two volatile keywords that previously drove 26% of traffic. The diversification strategy succeeded dramatically: non-branded clicks to collection pages surged 1,709%, with pages like “Tankini Tops” climbing from position 18 to #1 for a 12K-search-volume keyword.

Technical fixes unlocked sustainable growth: 80% fewer crawl errors and 60% more indexable pages strengthened Google’s ability to discover and rank content. Mobile Core Web Vitals, once catastrophic at 4/100, improved to 65/100—cutting load times from 18.8 seconds to 2.1 seconds and stabilizing layout shifts (CLS: 0.05). These changes fortified the site against algorithm updates while improving user engagement.

Revenue metrics defied seasonal trends: organic revenue grew 15.8% YoY despite forecasted Q3 search volume drops. By implementing loyalty prompts and AOV-boosting tactics (e.g., free-ship thresholds), revenue per visitor rose 12%, proving that strategic SEO can decouple revenue from traffic volatility.

The campaign transformed La Blanca from a homepage-dependent, seasonally vulnerable site into a technically resilient brand with diversified traffic streams and predictable revenue growth.

Situation:
Diabetes Goods Retailer faced a significant challenge when they experienced a massive ranking drop following the Google Helpful Content Update. This decline was primarily due to numerous thin product pages that failed to provide substantial value. The site’s representation did not meet the stringent standards required for a Your Money or Your Life (YMYL) website in the health industry, leading to decreased visibility and traffic.

Task:
The task was to address the issues hindering the site’s performance, focusing on eliminating thin content, improving product representation, and optimizing the site for better rankings in the Google Shopping tab. Additionally, we needed to resolve keyword cannibalization caused by multiple URLs for product variants that were incorrectly self-referencing in their canonical directives.

Action:
To overcome these challenges, we implemented a targeted optimization strategy that included:

• Enhancing Merchant Listings: We focused on optimizing merchant listing experiences by refining key attributes within the shopping feed, such as the Google Product Category and Global Trade Item Numbers (GTINs).
• Conducting Title Modification Experiments: We executed experiments to modify product titles across supplementary feeds, ensuring they were compelling and aligned with search intent, which helped improve click-through rates.
• Eliminating Keyword Cannibalization: We restructured the URLs for product variants to consolidate authority and enhance overall page value, ensuring that each product was clearly defined and accessible.

Result:
These strategic optimizations led to remarkable outcomes, including a staggering 3,439% increase in revenue. The enhancements not only revitalized the site’s search rankings but also significantly improved their visibility in the Google Shopping tab, driving higher traffic and sales.

Challenge

JCouple, a small card game company, faced the challenge of selling more of their products through Google. Despite offering high-quality card games, they struggled to gain visibility online due to a low authority website. This low authority was affecting the performance of their articles in search results, hindering their ability to reach potential customers effectively.

Issues with the Site

JCouple’s website had several issues contributing to its low authority. These issues included content duplication, misconfigured canonical settings, and a low crawl budget. These factors prevented search engines from properly indexing their product and category pages, limiting their visibility in search results.

Solution

To address these challenges, we implemented a comprehensive strategy to improve JCouple’s website authority and search engine visibility. Key elements of our solution included:

1. HARO & Outreach-Based Link Building: We identified 497 link building opportunities through Help a Reporter Out (HARO) and outreach efforts. By securing high-quality backlinks from authoritative websites, we were able to significantly increase JCouple’s domain authority by 26%.
2. Fixing Internal Content Duplication: We identified and rectified instances of internal content duplication on the website. This ensured that search engines could properly index and rank each unique piece of content, improving JCouple’s overall search visibility.
3. Indexing Product & Category Pages: We indexed 102 previously overlooked product and category pages that hadn’t been crawled due to misconfigured canonical settings and a low crawl budget. This expanded JCouple’s online presence and increased the likelihood of their products appearing in relevant search queries.
4. Creation of Topical Clusters & Keyword Focus: We supervised the creation of topical clusters through strategic internal linking. Additionally, we developed a keyword focus and content structure for 128 blog posts, aligning them with search intent and optimizing them for relevant keywords.

Result

The implementation of these strategies resulted in a steady uplift in traffic and conversions for JCouple over the past 16 months. By improving their website authority, addressing technical issues, and optimizing content for search, JCouple was able to increase their visibility on Google and drive more sales of their card games.