Background
Psyche is a global online luxury fashion retailer with several stores across the North East, selling well over 200 established and emerging brands including the likes of Armani, BOSS by Hugo Boss, Paul Smith & Polo Ralph Lauren. Over the years, Psyche has attracted great interest from many plaudits in the fashion industry and has won a string of awards along the way. Including the much coveted Drapers Fashion Awards on two separate occasions, FHM magazine’s Retailer of the Year, GQ Magazine’s Best Menswear Shop and runner up to Harrods in Department Store of the Year 2012.
The Challenge
Psyche were keen to grow their organic year on year revenue by as much as possible. Like so many retailers, they had used a number of different SEO agencies over the years with varying results. We were tasked with working on the organic performance of their top brands. The biggest challenge was to unravel a very large, complex and customisable hierarchical structure that promoted the same brands in multiple categories such as men’s women’s and kids, all with a high number of similar departments and subcategories.
Creativity & Implementation
A new ‘gender’, ‘brand’ and ‘departmental’ keyword strategy was carefully researched, designed and implemented for their priority brands to maximise targeted traffic. A new canonicalisation strategy was implemented to eliminate metadata, keyword and content cannibalisation. Guidance was also provided to in-house content team for an effective ‘on-site’ content strategy and a toxic link profile was cleaned up properly via the disavow process.
Results
With such a large site and so many brands still to be worked on in continued closed partnership with the ecommerce team at Psyche, there is a very long SEO road ahead but we’re already starting to have an impressive impact on organic performance. On the brands we have worked on so far we have achieved the following results in just two months:
- 85.2 % YOY Organic Revenue Growth
- 58.64 YOY Organic Conversion Rate Increase
We’re pleased with the results so far and are even more excited about the potential growth this site has, given its size and current organic position.
“We have worked with Kristin and the team at Integrity since October 2018 and since then our organic visibility and more importantly organic revenue have grown significantly. Furthermore, Integrity provides guidance and training to enhance our in-house SEO work, so as to achieve a two pronged and more productive approach to this vast topic.’
Steve Cochrane – MBE