Strengthening L.K.Bennett’s organic search visibility with technical SEO

Following a tough 2020, which resulted in the brand falling into administration during the first quarter of the year, L.K.Bennett found itself in a position where they needed a step change in online performance.

From an organic search perspective, we were tasked with improving visibility in organic search results for core, unbranded queries, with the ultimate goal being an uplift in traffic to the domain via generic keywords.

Challenges

 

Poor Site Technical Health

Following the site being taken offline for several months, all previous optimisations had reset to default, meaning the site was in a very poor shape from a technical, IA and structural standpoint.

Weak Online Organic Visability

Due to the poor health of the site, visibility for organic search results for generic, unbranded terms was extremely poor.
In fact, L.K.Bennett had merely 4,940 unbranded page one impressions per month before the activity started.

Strong Competitive Landscape

With brands, retailers, and publications – battling for visibility on the first page of organic search results for ‘Fashion’ related keywords, competition is fierce.

Our Approach & Process

Results:

Technical Fixes

We implemented a number of technical fixes to ensure that all core pages are crawlable and indexable; this facilitated search engine bots finding and indexing core pages across the site.

IA & Site Structure

Built out and enhanced existing IA and site structure to target relevant keywords and meet user intent, benefiting both users and search engine bots when navigating the site.

On-Page & Content

Optimised on-page elements across core product landing and description pages, as well as more informational and editorial content; this led to enhanced topical relevancy for core terms

  • 31% > 85% site health score improvement
  • +818% unbranded page one (top 10) impressions, from 4,940 to 45,350
  • +153% unbranded keywords appearing on page 1 (top 10), from 30 to 76
  • +42% YoY traffic via organic search