Iconic India | 101.6 percent increase in Orders

Iconic India has under its canopy top fashion brands such as Tommy Hilfiger, Calvin Klein, Mango, Vero Moda, Puma, Only, Nautica, Crocs, Jack & Jones, Arrow, and many more!

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:

The Challenges: Analysis & Solutions

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.

Observations:

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 following results were achieved:

URL Structure Analysis

An SEO-friendly URL structure is the following things:

Easy to read: Users and search engines should be able to understand what is on each page just by looking at the URL.

Keyword-rich: Keywords still matter and your target queries should be within URLs. URL formation also plays a very important role in the URL structure. The website URLs should be shown according to categories.

Observation:

The site had some bad URL structure and 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 is a way of telling search engines that a specific URL represents the master copy of a page. Using the canonical tag prevents problems caused by identical or “duplicate” content appearing on multiple URLs.

If someone tries to use our content on their own website our conical will point out that content is genuine with the other website marked as a duplicate or copied content.

Canonicalization Issue: Both pages (www and a non-www version) show the same content which marks duplicate content issues on Google and it results in penalties. We need to fix this issue through canonicalization.

Observation:

No canonical tags were found on the website. And also our website is indexing both URLs (www and a non-www version).

Solution: – The URL should be redirected to www.iconicindia.com with 301 redirections.

Titles and Meta Descriptions

Title tags are one of the important factors of SEO. Each of the pages and posts should contain a unique title and it should include the main keywords for that page.

Title Length: Should be between 30-70 characters.

Meta Descriptions are an important part of any content. These descriptions are an important place to include important keywords for your content.

Description Length: Length should be 120-158 Characters.

Observation:

Most of the pages are exceeding the limits of meta titles and meta descriptions.

Solution: – All the Meta tags should be dynamic.

Thin Content

Google describes thin content as having “little or no added value”. Google wants to serve its users the best possible content it can. If Google doesn’t do that, then its users won’t return to Google and could classify it as poor quality service. And that makes the search engine unhappy.

Observation:

The website has very less content to rank well in search engines organically. All the competitors in the field put content on their websites heavily.

Solution: – We added content to all the categories, sub-categories, brands, and products pages.

Informational Content – Blog

Blogs are essential for SEO. They aid in increasing the rankings of keywords as well as helping to generate organic traffic.

Observation:

There was no blog section on the website. Blog posts can be used to attract visitors (where they not only read the blog but also potentially buy the products or services on offer), they help reduce the site’s bounce rate and lead to more frequent indexing of the site by Google, all of which can contribute to higher rankings. Higher rankings can lead to even more traffic, more sales, and the cycle continues.

Solution: – The website needs to feature a blog section and be updated regularly.

Duplicate Content Issues

Duplicate content is those types of content that generally appear on the internet more than once or we can say more than one place.

When any page content appears in more than one location on the internet, then it will be difficult for the users or search engines to decide which version is applicable or compatible with any search query.

Observation:

The website had content in the footer section which reflected on every page and led to duplicate content issues.

Solution: – We removed and fixed content in the footer section and added this content in the body section in good quantity.

Header Tags and Content Structure

Use heading tags such as H1, H2, H3, H4, etc. H1 tags are reserved for your main page title. We use keyword-rich headings in order of priority in H1, H2, H3, H4 title tags.

H1 Tag is very important. It should be a unique per webpage. Keywords are a must in header tags.

Observation:

We analyzed the and found multiple Heading tags on it. H1 should be used one time per page. An unfavorable feature of this website is the excessive number of H1 tags.

Solution:- Updated the heading on all pages with H1 tags.

On-Page Activities

Review & Analysis: We did the website’s SEO review and analysis to identify the website's SEO issues and SEO compatibility according to Google’s algorithms.

Keywords Research & Analysis: We did research on suitable keywords according to the website and suggested to the team Iconic after discussion we finalise the keywords.

Shema Code: The website was showing errors in the previous schema code, suggesting a new schema code to the team iconic.

Breadcrumb navigation: There was no breadcrumb navigation on the website for users to reach a particular category or page. We suggested the correct form of breadcrumb navigation to the team Iconic and they did it perfectly.

The Result

We have been working on this project since January and during this time, the website performed very well. Some points related to traffic are mentioned below.

The organic traffic has increased by 80.67% as compared to the previous time period.
The organic revenue has increased by 67.03%.