ETON
An eCommerce SEO case study
Brand: Eton
Industry: Men's fashion
Company size: 250-500 employees
Channels: SEO
Markets: USA, Sweden, France, and Germany.
Scope
Strategy
Keyword Analysis
Content Audit
Content Creation
Technical Audit & Implementation Guidance
UX Audit
+60.2%
Organic revenue
+52.2%
Organic traffic
Goals
The campaign's goal was to ensure that the traffic coming to the website was from the right audience. Eton, an exclusive men's clothing brand, had to take a more targeted approach than a company such as H&M, due to its niche and price range.
The number of website visitors would not mean much if the users arrived with the wrong expectations.
The effort would primarily be evaluated based on organic revenue, while sessions would be a secondary KPI.
The campaign would extend across four different markets: SE (Sweden), USA, DE (Germany), and FR (France).
Strategy
The first step was to review the current keyword strategy. It quickly became apparent that the targeted keywords were too broad; a woman in her 50s looking to do her Christmas shopping was just as likely to land on the website as a 35-year-old man searching for a new shirt to wear to the office.
To understand which searches the intended target audience was using, a keyword analysis was created.
Parallel to the keyword analysis, a technical analysis was developed to ensure that the site's technical SEO was not lagging behind competitors.
Implementation
After clarifying which keywords we would focus on and identifying the technical challenges, we moved into the implementation phase.
A close collaboration with Eton's copywriters, UX designers, and developers enabled a smooth implementation of titles, meta descriptions, content, headlines, hreflang tags, layouts of category pages, and more.
A content calendar was created together with Eton's copywriters to efficiently communicate and follow up on the content being developed.
To ensure that the technical possibilities were addressed, we used a similar setup to the content calendar but for the developers. Over 80 optimization opportunities were structured in a common document that included explanations, instructions for implementation, and a prioritization list.
Results
Between November 2022 and February 2023, compared to the previous year, we increased organic revenue by 60% and traffic by 52%.
All markets experienced growth, but France stood out in particular. The primary reason for this was the market conditions.
While the other markets had been established for a period, and SEO work had been done in some form, France was untouched.
In this way, minor changes led to tremendously large results, which scaled up to a 126% YoY increase in revenue.
Organic revenue
Organic traffic
Data is between November 2022 and February 2023, compared to the previous year.
Summary
In summary, we achieved incredibly impressive results that exceeded everyone's expectations. A close collaboration between the parties, where structured processes, clear communication, and the right attitude were in place, made it possible.
In 2023, the case was nominated as a finalist for the Global Search Awards in the segment BEST USE OF SEARCH – FASHION: LARGE.
Villiam was given the somewhat unenviable task of building our entire SEO strategy from scratch.
Thanks to his vast expertise in the field and his educational way of explaining the path forward, the process went very smoothly, and we quickly saw fantastic results.
Ludvig Sandell
Digital Marketing Lead, Eton
Villiam is an SEO consultant based in Stockholm with many years of experience in helping companies grow online through tailor-made strategies. When he's not working with search engine optimization, he enjoys lifting weights, spending time in nature, and mixing house music. At Pardott.com, he shares SEO insights as well as broader topics related to digital marketing. He welcomes discussions and potential collaborations through his contact form or Linkedin.