Ecommerce SEO Case Study: Skort Obsession

Client: Skort Obsession
Industry: Ecommerce – Women’s Skorts
Location: Online Store

Overview:

Skort Obsession is a dedicated online retailer specializing exclusively in women’s skorts. Despite offering a niche, high-quality product, the brand struggled to compete in the broader online marketplace. They partnered with MapToppers to improve their search engine rankings, increase organic traffic, and ultimately boost sales through a comprehensive Ecommerce SEO strategy.

Challenges

Low Organic Traffic: Despite a strong product offering, Skort Obsession was not attracting sufficient organic traffic, limiting their sales potential.
High Competition: Competing against larger, more established brands in the apparel industry was a significant challenge.
Limited Keyword Rankings: The site had few keywords ranking in the top 10, limiting its exposure in search results.

Strategy and Execution:

MapToppers implemented a detailed SEO strategy that focused on On-Page Optimization, Content Strategy, and Internal Linking to maximize Skort Obsession’s visibility and performance.

1. On-Page Optimization:

We meticulously optimized each product page by incorporating high-value keywords such as “tennis skorts for women,” “plus size black skort,” and “flamingo golf skort” into product titles, descriptions, and meta tags.
Enhanced product descriptions to highlight key features, benefits, and unique selling points of each skort. This content was crafted to be both engaging for users and optimized for search engines, helping to improve rankings and conversion rates.
Implemented structured data (schema markup) to ensure product details like pricing, availability, and reviews were correctly displayed in search results, improving click-through rates (CTR).

Collection Page Optimization:

Optimized collection pages by organizing skorts into relevant categories, such as “plus size skorts,” “golf skorts,” and “skorts on sale.” This made it easier for customers to find what they were looking for and improved the overall user experience.
Applied SEO best practices to collection pages, including keyword-rich content that described the benefits of shopping from each collection, which helped these pages rank higher for broader search terms.

2. High-Quality On-Page Content:

Content Creation for Products and Collections:

Developed high-quality, SEO-optimized content for both product and collection pages. This content provided detailed information about the skorts, including style tips, material benefits, and care instructions, which not only improved SEO but also enhanced the shopping experience for users.
Created blog posts and guides that linked back to relevant products and collections, driving internal traffic and supporting SEO efforts by reinforcing the site’s keyword strategy.

User Engagement and Experience:

Added customer reviews and user-generated content to product pages, which provided social proof and improved trustworthiness. These elements were also optimized with relevant keywords to boost organic rankings.

3. Internal Linking Strategy:

Strategic Interlinking:

Implemented an effective internal linking strategy that connected product pages, collection pages, and blog posts. This not only helped search engines better understand the site structure but also guided users smoothly from one product or category to another, increasing the likelihood of conversion.
Used anchor text that included targeted keywords, further supporting SEO efforts by reinforcing keyword relevance across the site.

Navigation and Site Structure:

Improved site navigation by linking related products and collections, making it easier for users to explore different skorts and find exactly what they were looking for. This also helped distribute link equity across the site, boosting the overall SEO performance of all pages.

Results:

The strategic efforts led by MapToppers resulted in significant improvements in Skort Obsession’s SEO performance:

178% Increase in Google Search Console Clicks:

The site experienced a 178% increase in clicks, resulting in 6000 additional visits from organic search over six months.

118% Increase in Impressions , 44% Increase in Avg Position and 28% increase in CTR

Skort Obsession saw a 138% increase in search impressions, meaning more potential customers were exposed to their products.

189 Keywords in the Top 10

A total of 189 keywords, including critical terms like “tennis skorts for women” and “plus size black skort,” ranked in the top 10 positions on search engines.

https://docs.google.com/spreadsheets/d/1z5MWHJVpgcbpSM3183aLRgQ4deOauSUWV_-DXq1rH4U/edit?gid=0#gid=0

Overall Keywords Ranking Improved by 429 Points

The cumulative ranking for all targeted keywords improved by 429 points, showing widespread improvements across the board.

Conclusion

By focusing on detailed product and collection page optimization, creating high-quality content, and implementing a robust internal linking strategy, MapToppers successfully enhanced Skort Obsession’s online presence. These efforts resulted in significant increases in organic traffic, improved keyword rankings, and ultimately, higher sales. This case study underscores the importance of a well-rounded Ecommerce SEO strategy in driving success in a competitive market.

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