78%
Increase in organic website sessions
Organic revenue rose 60% during the Grand Lingerie Festival sale.
FASHION E-COMMERCE · ORGANIC GROWTH
78% more organic sessions, built from the category pages up.
Zivame had category leadership and strong brand demand, but technical duplication and weak non-brand visibility were leaving organic growth on the table. We rebuilt the discovery architecture around categories, internal links and authority.
See how we got there- Category
- Fashion e-commerce
- Scope
- Technical, on-page and authority-led SEO
- Objective
- Grow non-brand discovery and conversions
- Engagement
- Category-led organic programme
increase in organic sessions
increase in organic sale revenue
new keywords ranking in the top three
increase in click-through rate
01 · THE BRIEF
Convert brand leadership into broader search visibility.
Zivame was well known. Its category pages were not capturing the full demand around them.
The brief covered awareness, organic conversion, authority for core category pages and stronger engagement from non-brand queries.
The opportunity sat across the whole search experience: duplicated pages, under-optimised content, technical friction and important category terms that were not reaching Google's top positions.
THE GROWTH QUESTION
How do you make a famous brand discoverable for hundreds of category questions beyond its own name?
02 · THE CONSTRAINT
Three frictions stood between potential and scale.
Duplicate and technical drag
Duplicate pages and technical errors diluted organic performance and made the shopping experience harder to navigate.
Category depth was underused
Blogs, sale pages and core categories lacked a consistent structure for capturing high-volume search demand.
Non-brand terms lagged
Important category queries were not reaching the top three positions, limiting discovery outside branded searches.
“The SEO opportunity was not one keyword. It was a better architecture for the entire category.”
03 · THE SYSTEM
Rebuild discovery across content, structure and authority.
The programme treated every category page as a connected part of the search journey, from query to conversion.
Find the demand gaps
Content and keyword-gap analysis identified untapped searches and the pages best placed to earn them.
Strengthen category pages
Main and subcategory pages were optimised around high-volume terms with clearer, more useful content.
Improve internal discovery
Footer and internal links helped users and search engines move through the category architecture more effectively.
Build relevant authority
Backlink-gap analysis guided outreach and submissions that increased do-follow links and category-page authority.
Search demand→
Category map→
Technical hygiene→
Authority signals→
Organic conversion
Content and keyword gaps mapped
Category and subcategory pages rebuilt
Do-follow links increased 1,266%
04 · THE OUTCOME
78%INCREASE IN ORGANIC WEBSITE SESSIONSSearch visibility translated into sessions, conversions and sale revenue.
Organic sessions increased by 78%, and more than 300 new keywords entered the top three positions.
During the Grand Lingerie Festival, organic conversions grew 29.98% and organic revenue increased 60%. Across the broader programme, click-through rate improved by 12.5%.
05 · WHY IT WORKED
The result came from a system, not a single tactic.
Categories became growth assets
Deeper category architecture captured demand that a brand homepage could never own alone.
Links carried intent and authority
Internal pathways and relevant backlinks strengthened the pages closest to conversion.
SEO met the sale calendar
Organic visibility contributed measurable conversion and revenue during a critical trading event.
Organic growth accelerated when every category page became easier to find, trust and shop.
YOUR NEXT GROWTH CHAPTER
Sitting on more organic demand than your site captures?
Bring us the category architecture, the search gaps and the commercial calendar. We will help you connect them.
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