From 53 to 378 top-3 keywords, demand that arrives free.
Alamour The Label sells occasion wear online. Buyers search by the occasion and by the dress itself: the event, the silhouette, the colour, the fabric.
SEO for Alamour The Label, an Australian occasion wear brand.
121 rebuilt the category architecture around those searches. Collection and category structure was reorganised so the terms buyers use have a page of their own instead of landing on a general collection page or on nothing at all. The keyword map was built the same way, grouped by event type, silhouette, colour and fabric rather than by how the range is stocked.
Content was then produced against that map. Each piece was targeted at a real query carrying buying intent, rather than written for traffic in general, and optimised on the page it was published to.
Reporting was set on top three positions and organic revenue rather than average position or session counts, so the programme was measured on the rankings that receive clicks and on what those clicks earned.
Top three keyword positions grew from 53 to 378, and ad profit rose 476.01 per cent year on year.
The searches the label now ranks for are ones its buyers were already making.
The engagement.
Category architecture
Collection and category structure rebuilt around how occasion-wear buyers actually search: event, silhouette, colour, fabric.
Search-led range content
Content production against the keyword map, each piece targeted at a real query with buying intent.
Positions that pay
Reported on top-3 positions and organic revenue, the metrics that move the P&L, not vanity rankings.
Top-3 keyword positions across the programme
A compounding channel the label owns outright
Architecture matched to real buying queries
Alamour The Label, occasion-wear we sell on aesthetic.
What did 121 Group do for Alamour The Label?
121 Group ran SEO for Alamour The Label.
What industry is this fashion and beauty case study in?
Alamour The Label operates in fashion and beauty. 121 Group works across nine verticals, with case studies published for each.
Could 121 Group run a programme like this for us?
Yes. A senior strategist can talk through how we approach fashion and beauty marketing, what a comparable programme would cover and how it would be measured, on a thirty minute call.
Paying for every visit while competitors rank for your category?
Thirty-minute call. Bring your brand; we will bring two decades in market and a published fashion and beauty book.
Book a Discovery