Iconic India
+101.6%
Increase in orders
+80.67%
Organic traffic
+67.03%
Organic revenue
Iconic India is a leading retailer of premium international branded apparel, accessories, and footwear for men, women, and kids. They offer a diverse range of styles, from luxurious high-end pieces to accessible options, featuring renowned brands like True Religion, GANT, and DKNY.
The Challenge
Increase organic traffic and revenue in a highly competitive fashion industry without spending any budget.
Iconic India turned to Guerrillas Inc to fix the technical SEO for the website and drive the desired revenues parallelly.
The Solution
Let's have a look at the steps we took to optimize ICONIC as per Enterprise SEO norms. Below is the analysis of each challenge along with the solution we implemented.
Indexation Analysis
Website indexing is the process of downloading data from web pages and storing it in databases by search engines. They do this because they need to process data to display the most relevant results to their users. So, indexing is important for websites to be listed in search engines against user queries.
Observation: We analyzed the website and found very few results. It means that the website could be more visible to search engines if it was indexed properly.
Solution: All indexation errors were eradicated through comprehensive on-page and off-page SEO activities. After deep optimization, the indexed footprint expanded significantly.
URL Structure Analysis
An SEO-friendly URL is easy to read — users and search engines should understand what is on each page just by looking at the URL — and keyword-rich, with target queries reflected within URLs that follow a clear category hierarchy.
Observation: The site had a poor URL structure spread across subdomains. It could have been in a proper formation according to SEO guidelines.
Current URL structure
- https://lindbergh.iconicindia.com/
- https://bugatti.iconicindia.com/
- https://tommyhilfiger.iconicindia.com/
- https://blue-giraffe.iconicindia.com/blue-giraffe-girls-sweater
- https://blue-giraffe.iconicindia.com/product/blue-giraffe-girls-sweater-1902-bg-gswt-cb208
Correct URL structure
- https://www.iconicindia.com/brands/lindbergh
- https://www.iconicindia.com/brands/bugatti
- https://www.iconicindia.com/brands/tommyhilfiger
- https://www.iconicindia.com/brands/blue-giraffe/girls-sweater
- https://www.iconicindia.com/brands/blue-giraffe/girls-sweater/Off-White-Striped-Hooded-Sweater
Canonical Tags
A canonical tag tells search engines which URL represents the master copy of a page, preventing problems caused by identical or duplicate content appearing on multiple URLs. Both the www and non-www versions were serving the same content, creating duplicate content issues that can result in penalties.
Observation: No canonical tags were found on the website, and the site was indexing both the www and non-www versions.
Solution: The URLs were redirected to www.iconicindia.com with 301 redirections, consolidating authority to a single canonical version.
Titles & Meta Descriptions
Title tags are one of the most important SEO factors — each page should have a unique title (30–70 characters) that includes the main keyword. Meta descriptions (120–158 characters) are a key place to include relevant keywords.
Observation: Most pages were exceeding the limits for meta titles and meta descriptions, and the same description was repeating across multiple subdomains.
Solution: All meta tags were made dynamic so every page carries a unique, length-optimised title and description.
Thin Content
Google describes thin content as having little or no added value. The website had very little content to rank well organically, while competitors invested heavily in content.
Solution: We added meaningful content across all categories, sub-categories, brand, and product pages.
Informational Content — Blog
Blogs are essential for SEO. They help increase keyword rankings, generate organic traffic, reduce bounce rate, and lead to more frequent indexing.
Observation: There was no blog section on the website. Solution: We added a blog section and kept it updated regularly to attract and convert visitors.
Duplicate Content Issues
Duplicate content appears in more than one place on the internet, making it difficult for users and search engines to decide which version is relevant. The website had content in the footer that reflected on every page, leading to duplicate content issues.
Solution: We removed and fixed the repeated footer content and added quality content in the body sections instead.
Header Tags & Content Structure
Heading tags (H1, H2, H3, H4) signal content priority, and the H1 should be unique and used once per page. We analyzed the website and found multiple H1 tags — an excessive number — across pages.
Solution: We updated the heading structure on all pages so each page uses a single, keyword-rich H1.
On-Page Activities
- Review & Analysis: A full SEO review to identify issues and assess compatibility with Google's algorithms.
- Keyword Research & Analysis: Researched suitable keywords and finalised them with the Iconic team.
- Schema Code: The website showed errors in the previous schema code; we suggested new, error-free schema.
- Breadcrumb Navigation: There was no breadcrumb navigation; we recommended the correct structure, which the team implemented.
The Result
We have been working on this project since January, and during this time the website performed very well.
- Organic traffic increased by 80.67% compared to the previous time period.
- Organic revenue increased by 67.03%.
- Orders increased by 101.6%.
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