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The Background

Felina is an intimate apparel brand who prides itself on offering comfortable and stylish products and has been featured in multiple well-known international magazines like Elle, Glamour, Bazaar, Forbes and many others. Despite their well-established brand, Felina sought to enhance their online presence and dominate the digital marketplace. Our task was to boost their visibility and drive traffic to their e-commerce store, focusing on their key products.

Keywords, Bidding & Targeting

Our keyword strategy centered around high-demand products: “thongs,” “pocket leggings,” and “wire-free bras.” These terms were critical in steering our SEO efforts to align with Felina’s product portfolio and target market.

The Campaign

We began with a comprehensive site audit to ensure a solid SEO foundation. It was essential to identify and rectify any underlying issues that could hinder our optimization efforts. At the end of Month 2 we have finalised our on-page optimisations not only for the main 11 collection pages but also for an additional 28 pages. This bespoke approach is a testament to our commitment to providing tailored and comprehensive SEO services.
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Part of our strategy also included crafting and optimising content for the target pages, reinforcing industry relevancy and brand authority. We identified 3 primary focus pages and extended our efforts to an additional 8 pages, where our research was showing the potential for growth. In cases where specific collection pages were absent, we collaborated with Felina’s team to create new ones, thereby expanding the site’s content and appeal.
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Our next move was to extend our efforts to the blog section. Recognizing the power of well-optimized blog content, we revised Felina’s existing blogs but also created new ones, ensuring each post not only engaged readers but also strategically linked back to our focus products.
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Recognizing the importance of domain authority in an industry dominated by competitors like Target, Skims, and Victoria’s Secret, establishing Felina as an industry authority was crucial. Our approach included a robust backlink campaign, focusing each month on securing features on high-authority websites. This strategic move was crucial in elevating Felina’s brand presence and search engine rankings, further solidifying their stature in a highly competitive market.
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The Results

The campaign yielded extraordinary results
Since the commencement of our campaign, there’s been a remarkable increase in clicks, with 1,583 additional clicks directed towards the thongs collection alone. The campaign’s impact however is not limited to our targeted collections as SEO has a compound effect.

We’ve observed a 90% increase in organic clicks for unbranded queries across the board, all within just 90 days

Our targeted keyword for the thongs collection, “thongs,” with a significant monthly search volume of 201,000, now ranks 8th on Google. This achievement is particularly notable given the competitive nature of the market, placing Felina alongside industry giants like Skims and above the well-established brand, Victoria’s Secret.