Current client MiniWardrobe.com is new to the market, so getting a long term strategy right for optimisation was a key part of their marketing strategy. Running alongside a pay per click campaign, we initially evaluated the main target search terms and worked out a suitable strategy to attain top rankings for those phrases.
Because the company offers a wide range of types of clothing and also brands, it’s imperative to have a structure for the website that allows many different landing pages to perform well. This is not always possible with simple listings of the products in the category search pages, so more on-page content is being created and optimised for the SEO project.
The targeted phrases are a blend of the clothing descriptions (like trousers, sweaters and jackets) alongside the target age group, such as kids, children or babies. Add to this the brands they promote like Diesel and Ralph Lauren and the number of phrases starts to build, especially when you consider that there are also boys clothing and girls clothing to double them all up again!
Then there are what’s known as ‘long-tail key-phrases’. This is when even more words are included by the public, colours and sales related words are the common ones. Discount, UK, sale, direct and cheap are all favourites.
