My Strategy

1. Ecommerce SEO Audit & Opportunity Analysis

I started by reviewing the website from both a search-engine and ecommerce perspective.

The objective was to understand:

• Existing organic visibility
• Ranking keywords
• Collection structure
• Product structure
• Content structure
• Indexable pages
• Internal linking
• Metadata
• Heading structure
• Search intent
• Keyword overlap
• Technical SEO opportunities

Rather than optimising individual pages without context, I first established how the entire website should work as an organic search ecosystem.

2. Commercial Keyword Research & Search Intent Mapping

The keyword strategy was built around how people actually search for fashion products.

Keywords were separated according to intent.

Core Commercial Keywords

Examples included:

• Designer swimwear
• Designer swimsuits
• Luxury swimwear
• Luxury designer swimwear
• Designer women's swimwear
• Designer bikinis
• Luxury designer bikinis
• Designer beachwear

Product & Style Searches

Additional opportunities included searches around:

• One-piece swimsuits
• Underwire swimwear
• Fuchsia swimwear
• Orchid swimwear
• Resort cover-ups
• Beach bags
• Designer pool bags
• Butterfly jewellery

Informational Opportunities

Informational keywords were selected when they could naturally introduce users to relevant products or collections.

Instead of chasing traffic for unrelated fashion questions, content topics were chosen based on their ability to move users further down the buying funnel.

3. Keyword-to-Page Mapping

Once the keyword research was completed, I mapped keyword clusters to the correct page types.

This helped establish a clear purpose for each page.

The structure followed a simple principle:

One primary search intent → One primary landing page

This reduced keyword cannibalisation and helped search engines understand the relationship between individual pages.

For example:

• Broad commercial keywords → Main collection pages
• Specific style searches → Relevant collections
• Individual product searches → Product pages
• Questions and inspiration searches → Blog content
• Supporting long-tail searches → Subcategories or relevant editorial content

Secondary semantic keywords were then incorporated naturally into each page.

4. Collection Page SEO Optimization

Collection pages were treated as some of the most commercially important SEO assets on the website.

Optimization focused on:

• Primary keyword targeting
• Secondary keyword variations
• SEO titles
• Meta descriptions
• H1 headings
• Supporting headings
• Introductory collection copy
• Semantic terminology
• Internal links
• Product relevance
• Search intent alignment

The goal was to make collection pages useful enough for search engines while maintaining the premium visual experience expected from a luxury fashion brand.

Instead of adding large blocks of generic SEO text, the content was designed to reinforce the collection's theme and purchasing intent.

5. Product Page Optimization

Individual product pages were optimized to capture more specific long-tail searches.

Product optimisation considered:

• Product names
• Product type
• Style
• Colour
• Material
• Design attributes
• Product descriptions
• Image alternative text
• Internal links
• Related collections
• Semantic product terminology

This helped expand the number of searches through which individual products could be discovered.

The keyword report later showed visibility across highly specific searches involving products, colours, styles, swimwear types, and jewellery.

6. TOFU → MOFU → BOFU Content Strategy

One of the most important parts of the strategy was creating content around the ecommerce buying journey.

I avoided building a blog filled with generic high-volume fashion topics.

Instead, content was structured around three stages.

Top of Funnel — Discovery

Topics designed to introduce potential customers to styles, trends, fashion ideas, and product categories.

Middle of Funnel — Consideration

Content helping customers compare:

• Styles
• Designs
• Swimwear types
• Trends
• Product features
• Different purchasing options

Bottom of Funnel — Purchase Intent

Commercially focused content targeting users already considering a purchase.

The goal was always to move users naturally from:

Search → Content → Collection → Product

This made the content strategy part of the ecommerce conversion journey rather than simply a traffic-generation exercise.

7. Internal Linking & Customer Journey Optimization

Internal links were used strategically to distribute both authority and users throughout the website.

Important pathways included:

Blog → Collection

Blog → Product

Product → Collection

Collection → Related Collection

Supporting Article → Commercial Landing Page

Anchor text was kept contextual rather than repeatedly forcing exact-match keywords.

This strengthened relationships between related pages while giving customers clear pathways toward relevant products.

8. Technical Ecommerce SEO

Technical SEO was reviewed to make sure search engines could efficiently crawl, understand, and index the pages that mattered.

Important areas included:

• Indexation
• Canonicalisation
• Duplicate URL control
• Crawlability
• Sitemap structure
• Robots directives
• Product URLs
• Collection URLs
• Pagination
• Internal redirects
• Broken links
• Page titles
• Heading hierarchy
• Image optimisation
• Mobile usability
• Page performance

Particular attention was given to avoiding unnecessary duplication commonly created on ecommerce websites through product variations, filtering, and multiple URL paths.

9. Semantic Relevance & Topical Authority

Instead of optimising pages around only one exact keyword, each important page was strengthened with related entities and semantic terminology.

For a luxury swimwear website, this meant building relationships between topics including:

• Designer swimwear
• Luxury swimwear
• Resortwear
• Beachwear
• Bikinis
• One-piece swimsuits
• Designer beach bags
• Swimwear styles
• Fashion accessories
• Jewellery

This gave search engines more context about the website's overall subject matter.

Over time, the site began appearing across a wider range of relevant searches rather than relying on only a handful of exact keywords.

10. Ranking Monitoring & Continuous Optimization

SEO performance was continuously reviewed to identify:

• Keywords approaching page one
• Keywords already ranking in positions 4–10
• Commercial terms needing additional support
• Pages showing new visibility
• Long-tail opportunities
• Internal linking opportunities
• Content gaps
• Pages requiring further optimisation

Pages ranking just outside the first page were particularly valuable opportunities.

Instead of constantly creating new pages, existing assets could be strengthened through better content, internal links, semantic coverage, and relevance.

This iterative process helped broaden organic search visibility across the website.