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- September 3, 2024
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Leather Talks Case Study New
When it comes to luxury leather fashion, craftsmanship and authenticity are vital indicators of a brand’s image. And Leather Talks had it all.
They stood out as a premier leather brand offering high-quality genuine leather accessories for both men and women.
With a legacy of unparalleled craftsmanship and a commitment to using only the finest materials, Leather Talks has become synonymous with sophistication and timeless elegance in bespoke leather products.
However, like all things great, Leather Talks knew that staying at the forefront of the luxury market required impeccable products and a strong and dynamic online presence to reach discerning customers.
Thus, they partnered with us, Nico Digital.
With our help and digital marketing prowess, Leather Talks witnessed their DA rising from 5 to 28, and organic traffic from 5.1k to 23.3k.
This case study delves into how Nico Digital’s strategic SEO approach not only amplified their digital visibility but also led to a significant increase in organic traffic, customer engagement, and sales.
So, read on to discover the steps taken to turn Leather Talks into a go-to destination for leather enthusiasts worldwide.
Case Study New
Challenges Faced
Below is a comprehensive summary of the challenges faced by Leather Talks, highlighting the key areas that required strategic interventions to enhance their digital presence and overall business performance.
● Poor Search Engine Visibility
Despite its reputation for exceptional quality and craftsmanship, Leather Talks struggled with poor search engine visibility, which hindered the brand’s ability to connect with a broader audience.
The website’s average position was 34, highlighting the need for stronger SEO to boost visibility.
The company was not ranking well on search engines for crucial industry terms, which meant that potential customers searching for genuine leather accessories were not discovering Leather Talks among the top results.
This low visibility had a direct impact on their organic traffic, leading to limited brand exposure, low website clicks and a significant missed opportunity to engage with a wider market.
As a result, Leather Talks faced the challenge of increasing its online presence to reflect its stature in the leather industry.
● Inadequate Content
Another significant challenge was the inadequate content on the Leather Talks website. The site featured sparse content, with minimal keyword optimization, which further compounded the brand’s struggle for search engine visibility.
Product descriptions were brief and needed more depth to highlight the craftsmanship, quality, and unique features of each item. This affected SEO performance and failed to engage potential customers, leaving them with a limited understanding of what made Leather Talks products exceptional.
The image here depicts inadequate product titles.
The image here depicts inadequate product descriptions.
The absence of rich, informative content meant that the website was not effectively communicating the brand’s value proposition, which is essential in the competitive luxury leather market.
● Technical SEO Issues
In addition to content shortcomings, Leather Talks’ website was plagued by several technical SEO issues that significantly undermined its online performance.
The site suffered from slow loading times which not only frustrated users but also negatively impacted its search engine rankings.
The image shows the website’s poor performance in the Desktop version.
Leather Talks had an e-commerce website, which meant they had a lot of images. However, the images present weren’t optimized and had high file sizes in webp.
The image depicts high image file sizes, missing alt text and unconverted images which were in WEBP.
Moreover, the lack of mobile responsiveness meant that the site was not user-friendly on smartphones and tablets. This further alienated a significant portion of potential customers who browse on mobile devices.
The image shows poor performance in the Mobile version.
Compounding these issues were broken links scattered throughout the website, leading to dead ends that disrupted user experience.
The absence of 301 redirects and canonical tags also meant that search engines were not properly indexing the site’s pages, leading to potential duplicate content issues and diluted SEO efforts.
The image depicts missing canonical tags on the website.
These technical flaws created a barrier for Leather Talks to effectively reach and engage with its target audience.
● Weak Backlink Profile
Leather Talks also faced a challenge with its weak backlink profile, which was another factor contributing to its low search engine rankings.
The website had very few backlinks from authoritative sources, meaning it lacked the external endorsements needed to build domain authority. And in the world of SEO, a robust backlink profile is essential for signaling to search engines that a site is credible and trustworthy.
The deficiency in backlinks not only made it difficult for the brand to improve its search visibility but also limited its ability to attract organic traffic and grow its online presence.
● High Bounce Rate
The website also struggled with a high bounce rate, which hovered around 50%. This metric indicated that nearly half of the visitors were leaving the site after viewing only a single page.
The high bounce rate was attributed to a combination of factors, including poor site navigation, lackluster content, and slow load times. Visitors found it difficult to find relevant information or products due to confusing site architecture and minimal, unengaging content.
● Low DA Score
Speaking of authority, Leather Talks faced challenges with its Domain Authority (DA) score, which was 5. The website’s low DA was a direct consequence of its weak backlink profile and limited online presence.
A low DA score indicated that the site struggled to establish itself as an authoritative and credible source within the luxury leather market. This lack of authority made it difficult for Leather Talks to rank highly for competitive industry keywords and to gain the trust of both search engines and potential customers.
● Lacking Omnichannel Visibility
Leather Talks also faced a significant challenge with its omnichannel visibility. The website was not appearing on Google SERPs for key search terms like “leather bags for men,” which meant potential customers were not discovering the brand in their search results.
Additionally, Leather Talks was missing from Google’s image search results, which further limited its exposure to users searching for visual inspiration.
The brand was also absent from Google’s free product listings, missing out on a valuable opportunity to showcase its products to a broader audience.
The Nico Solution
We, at Nico Digital understand the critical importance of a strong online presence and the multiple approaches required to uplift a brand like Leather Talks in a competitive digital landscape.
Thus, with our team of talented SEO mavericks and their years of expertise, we unleashed a tailored, data-driven strategy designed to transform Leather Talks’ online presence and drive sustainable growth.
● SEO Audit
Our initial SEO audit revealed some critical errors on their website.
We noticed that many of Leather Talks’ popular products were not effectively showcased on the website due to the absence of dedicated categories and names.
To address this, we created new category pages for key product lines, such as –
office folio bags, laptop sleeves, messenger bags, leather backpacks, and leather briefcases.
These pages were carefully structured and optimized to make it easier for customers to find exactly what they were looking for, while also improving the site’s overall SEO performance.
Moreover, we included the corresponding products under each category page so that visitors could easily browse and discover items relevant to their interests. This not only improved user experience by providing a clear and organized structure but also enhanced the website’s SEO by creating more targeted and keyword-rich content on each page.
● Keyword Optimization
During our audit, we discovered that several high-volume keywords, which were crucial for driving organic traffic, were absent from the Leather Talks website.
To discover the actual keywords people use when searching for leather bags online, we ran a Google Shopping ad campaign for 10 days. This campaign provided us with a wealth of data and insights into keywords that traditional keyword research tools like SEMrush and Ahrefs couldn’t identify
The image below shows the Google Ads dashboard from a shopping campaign we conducted to uncover valuable hidden keywords for the leather belt category.
To address the keyword gap in the client’s website, we strategically integrated these keywords by creating new, well-optimized category pages.
Product titles were optimized with keywords to enhance their visibility in search engine results and make it easier for potential customers to find specific items
These pages were designed to not only improve search engine rankings but also to enhance the user experience by making it easier for customers to navigate the site and find specific products.
By aligning the content with these high-value keywords, we positioned Leather Talks to attract more targeted traffic and convert visitors into customers.
In addition to creating new category pages, we optimized the existing content and meta tags across the Leather Talks website to incorporate these high-volume keywords.
This involved a thorough revision of on-page elements, ensuring that titles, descriptions, headers, and body content were all aligned with the targeted keywords to improve search engine rankings.
We also crafted new, detailed product descriptions that not only highlighted the unique features and craftsmanship of each item but were also rich with relevant keywords to enhance SEO performance.
Instead of just focusing on keyword stuffing in SEO titles and product titles, we prioritized the following:
- Increasing site load speed
- Using advanced conversion rate optimization: We utilized heatmap tools like Microsoft Clarity and Hotjar to understand exactly where drop-offs were occurring in the sales funnel.
- Identifying and fixing issues: For example, while reviewing Microsoft Clarity recordings, we discovered that customers were dropping off on the product page due to a video causing a JavaScript error on mobile. We immediately fixed the issue, which resulted in a 20% increase in conversion rate the following month.
- Creating helpful content: We focused on fulfilling searcher queries and improving the actual conversion rate on the website.”
● Strategic SEO and Content Framework Implementation
We employed modern SEO techniques to help our client rank for targeted keywords. Instead of relying solely on keyword research tools, we had in-depth discussions with the client to fully understand the type of content their target audience wants to read. We then created content that addresses the pain points of their customers.
To structure this content, we used a content pyramid framework, ensuring a strategic and layered approach to meet the client’s goals.
● Going beyond vanity metrics like keyword difficulty to select keywords
Rather than focusing on keyword difficulty in choosing topics for our blogs, we spent time identifying gaps in our competitors’ content on Google SERPs. We then seized these golden opportunities to create content that fully meets search intent.
For example, before Father’s Day, we made sure to publish a blog on our website listing potential gifts you could give to your dad on Father’s Day. We published this blog while our nearest competitor was busy updating old content. Writing this blog allowed us to capture traffic from people searching for Father’s Day gift ideas for 2024.
Moreover, during our keyword audit, we found that multiple high-volume keywords weren’t present on our website.
We optimized existing content and meta tags with these keywords. We also created new, detailed product descriptions and engaging blog content targeting these keywords.
Example of a category page created using the high volume keywords.
● Content Marketing
To amplify Leather Talks’ online presence, we developed a content calendar designed to deliver regular blog posts, articles, and guides. This content was carefully curated to cover a range of topics, including leather care, fashion trends, and styling tips, all tailored to resonate with their target audience.
By consistently publishing high-quality, informative content, we aimed to position Leather Talks as a thought leader in the luxury leather space, driving ongoing engagement and strengthening the brand’s authority.
We implemented a content optimization strategy that focused on leveraging long-tail keywords to capture more specific and intent-driven search queries. This approach allowed us to attract a highly targeted audience, increasing the likelihood of conversions.
Additionally, we used engaging formats—such as how-to guides, listicles, and visual content—to enhance user engagement and retention.
Instead of focusing solely on optimizing for Yoast and RankMath plugins, we prioritized creating content that thoroughly answers readers’ questions. Our goal was to ensure that after reading our articles, readers have all the information they need to make informed decisions, without needing to search elsewhere.
Moreover, using long tail keywords like “How To Clean Your Leather Bag”, we created an informative blog.
● Technical SEO Enhancements
We enhanced the website’s performance by optimizing images and leveraging browser caching, which significantly improved loading times and overall user experience.
In tandem with these efforts, we fixed broken links and revamped the site structure, creating a more intuitive navigation that made it easier for visitors to find what they were looking for.
To further boost Leather Talks’ visibility, we implemented SCHEMA markups, including product schema, review schema, and merchant-listing schema. This structured data allowed search engines to better understand and display the content in rich snippets, making the products more prominent in search results.
Additionally, by connecting the website to Google Merchant Center, we ensured that Leather Talks’ products appeared in Google’s free product listings, bypassing the need for paid ads.
We took significant steps to address the technical SEO issues by removing broken links, which eliminated dead ends and improved the overall user experience.
Additionally, we implemented 301 redirects to guide both users and search engines to the correct pages, preserving link equity and preventing any loss of traffic.
To prevent duplicate content issues, we added canonical tags, ensuring that search engines recognized the preferred versions of pages.
Furthermore, we enhanced the accessibility and SEO of the site by adding ALT-X tags to all images, making the content more visible in image searches and accessible to users with disabilities.
These technical optimizations were crucial in strengthening the website’s performance and search engine rankings.
● Backlink Building
For backlink building, we implemented a multifaceted approach to enhance Leather Talks’ online authority.
We conducted targeted outreach campaigns to secure high-quality backlinks from reputable fashion and lifestyle websites. This involved connecting with industry influencers and bloggers to gain valuable endorsements and links from well-regarded sources.
Broken-Link Outreach: We identified and reached out to webmasters of sites with broken links, offering our content as a replacement and securing valuable backlinks in the process.
Citations: We also indexed the business in various business listings and citations online to boost local SEO and improve search engine rankings.
The image depicts the business listings and citations that we optimized to enhance local search visibility and improve the company’s online presence.
These strategies collectively contributed to strengthening Leather Talks’ backlink profile, enhancing its domain authority, and improving its search engine rankings.
Our efforts speak volumes
The exciting outcomes of our efforts showcase significant improvements in both visibility and engagement. Read on to learn how our targeted and tailored approach boosted Leather Talks to new heights in the competitive luxury leather market.
● Improved Rankings
Within just four months, Leather Talks saw a significant improvement in its search engine rankings, achieving first-page positions for several high-priority keywords.
The keyword “leather briefcases” appeared in the first page of the Explore Brands section of Google.
The keyword “leather duffle bags” appeared in the Google shopping listing.
The keyword “leather backpacks” appeared in the first position on the Google SERPS page.
The keyword “leather laptop bag” appeared just below Flipkart.
The keyword “leather laptop sleeves” appeared in the first position on the Google SERPs page.
The keyword “leather office bags for men” appeared just below Amazon.in
● Rise in DA
The acquisition of quality backlinks from authoritative sources resulted in a significant increase in the website’s DA.
● Increased Organic Traffic
Organic traffic to the website surged, leading to a substantial increase in potential leads and conversions. This uptick in traffic not only expanded the brand’s reach but also directly contributed to a higher number of interested and engaged customers exploring Leather Talks’ offerings.
The image depicts the total number of website page clicks.
Similar Enhanced User Engagement: With the addition of fresh, relevant content, and improved site structure, user engagement metrics such as average session duration and pages per session saw a noticeable improvement.
Technical Health: The technical SEO fixes led to faster page loading times and a higher crawl rate, contributing to better overall site performance.
Stronger Backlink Profile: The backlink-building efforts resulted in high-quality backlinks, enhancing the domain authority and credibility of Leather Talks.
The comprehensive SEO overhaul contributed to a significant increase in Leather Talks’ valuation, highlighting the critical impact of effective SEO strategies on business success.
CTA
Looking to make your brand as successful as Leather Talks in the digital marketplace? Partner with Nico Digital and experience the transformative impact of our expert SEO strategies.
We’ll help you elevate your online presence, drive more traffic, and convert visitors into loyal customers.
Don’t miss the opportunity to unlock your brand’s full potential—connect with Nico Digital today and take your business to the next level!
