Client: Mid-sized DTC E-commerce Brand in Baby & Kids Fashion

Industry: E-commerce / Baby Apparel

Project: 15-Day AREP SEO Sprint for Scalable Organic Growth

Role: Led full technical audit, keyword research, content roadmap, and projections

Goal: Reduce paid traffic dependency, improve SEO efficiency, and increase organic revenue

🧭 Objective

Drive qualified organic traffic via commercial and category-level SEO

Reduce over-reliance on paid ads for core product visibility

Eliminate crawl inefficiencies and index bloat

Uncover long-tail keyword opportunities for TOFU → BOFU funnel expansion

🔍 Phase 1: Audit – Technical SEO & Crawlability Review

Tools Used: GSC, Screaming Frog, PageSpeed Insights, Ahrefs

Key Findings:

⚠️ Index Bloat: Dozens of empty/out-of-stock category pages indexed, diluting crawl budget

🔍 404 Errors in Index: Previously removed product pages still receiving impressions

🐢 Page Speed Issues: Mobile & desktop Core Web Vitals below recommended thresholds

🧱 Unoptimized Category Pages: Minimal content above/below product grids, no internal links or FAQs

🔗 Authority Gaps: Low referring domains (1.1K) compared to top competitors with 2K–8K+

📊 Phase 2: Research – Keyword Opportunity & Competitive Gap Analysis

Benchmarked Competitors: Leading DTC Babywear Brands with high SEO visibility

Keyword Strategy:

TOFU: “when to start shopping for baby clothes”, “baby wardrobe checklist”

MOFU: “best baby clothing brands”, “eco-friendly baby outfits”

BOFU: “buy baby girl onesies online”, “winter outfit sets for toddlers”

Identified multiple keyword clusters by clothing type, occasions, seasons, and gift types (e.g., “baby’s first Christmas outfit”, “coming home sets”)

⚙️ Phase 3: Execution Plan

🔧 Technical SEO

Remove empty/outdated category pages from sitemap & index

Optimize CWV metrics by improving image delivery, script execution & layout stability

Add structured data (schema) for product, organization, and breadcrumb markup

✍️ On-Page SEO

Add intro descriptions, long-form content, and FAQs to key collection pages

Re-optimize metadata across top-ranking and underperforming URLs

Strengthen internal linking between blog posts and commercial pages

🗺️ Content Strategy

New Category Pages: For seasonal outfits, gift guides, themed collections

Informational Blog Topics:

“How to Build a Baby’s First Wardrobe”

“Checklist for Newborn Winter Clothing”

“Best Gift Ideas for New Grandparents”

Content Assets for Link Building: Downloadable checklists, wardrobe planners, occasion-based guides

🔗 Link Building

Reverse-engineer backlinks from top competitors

Outreach to parenting blogs, gift directories, and mom forums

Leverage informational content as passive link magnets

📈 Phase 4: Traffic & Revenue Projections

Assumptions:

CTR (position 1): 30%

Conversion Rate: 2%

AOV: $60

✅ Final Outcome

✅ Delivered full AREP Sprint with audit, research, execution roadmap, and projections within 15 days

🧩 Identified 300+ high-potential keywords and 20+ scalable category pages

📈 Forecasted $94K+ in SEO-driven revenue within 12 months

🔧 Positioned the project for scalable SEO growth, including content, architecture, and link strategy