SEO Case Study: Sports Apparel Brand

Initial Website Condition (Before I Started)

When I first started working on the project, the website had several issues that were limiting its SEO potential:

  • Very low organic visibility and poor keyword coverage.
  • Product descriptions were almost identical across the site.
  • Unclear website architecture and confusing navigation.
  • Products were not properly categorized, which affected both user experience and SERP performance.

Core SEO Strategy

1. Improved Site Architecture & Navigation

I restructured the website’s navigation to make it clearer and easier for users (and search engines) to understand.

  • Created a logical hierarchy that improved crawlability.
  • Published new category pages based on keyword and SERP prominence.
    • During research, I found product pages that were triggering category-level intent on SERPs, so I built new dedicated category pages for them.
    • These new pages started ranking in the top 10 within just two weeks of publishing.

2. Unique Product Descriptions

We had to rewrote all product descriptions to highlight each product’s distinct features and benefits This helped reduce content duplication and improved product page rankings.

3. Website Redesign

Redesigned key pages (Homepage, Category Pages, and About Us) for better UX and improved internal linking. The goal was to make navigation smoother and strengthen topical relevance across pages.

4. Technical SEO Improvements

Optimized page speed, which was one of the major issues.
Fixed problems in the robots.txt file and then worked on product image sizes to improve Core Web Vitals. After performing these technical fixes the website’s crawl efficiency was much better than before upon log file analysis.

5. Content Strategy & Blog Publication

Developed a topical map for consistent blog publishing. Focused on relevant topics to build topical authority around sports apparel. This helped expand keyword coverage and support product category rankings.

Results [3 months]

Impressions: 7.25k to 34.2k (355% growth)
Clicks: 610 to 2.92K (380% growth)