Overview
Boosting Digital Visibility, Brand Authority & Organic Sales
Around Always is a high-end wedding and festive shoe company that deals in bridal sneakers, bridal sandals, ethnic wedges, groom shoes, and Indo-western footwear for men and women. Laying a significant emphasis on comfortable bridal shoes, the brand serves modern Indian brides, grooms, and international Indian clients, not only in India but also in the USA.
Although it has its own unique products, Around Always experienced difficulty in developing a consistent organic presence in a competitive market of weddings and fashion. Their main target was to consolidate the brand online, improve the ranking of the keywords when it comes to searches with high intent of the bridal footwear, and generate qualified traffic that would translate to inquiries and sales.
Requirements
Our solution
Increase Organic Visibility & Brand Awareness: Around Always had to position itself as a respected bridal and wedding shoe retailer.
The question was how to compete with the old footwear brands, marketplace, and designer boutiques, which were on the first page of the search.
The brand sought an opportunity to position itself on the intent-based keywords "bridal sneakers," "bridal footwear," and "wedding shoes," as well as "groom shoes."
One of the priorities was to strengthen brand visibility in all wedding-related searches, blogs, and fashion-led content.
Comprehensive SEO Audit & Strategic Planning:
- An in-depth audit of the SEO was carried out to determine technical weaknesses, content potential, and ranking constraints.
- The structures of the websites, their hierarchy, speed of loading, mobile responsiveness, and crawlability were evaluated.
- A keyword mapping was conducted in an attempt to match product pages, category pages, and blogs with high-intent search queries.
- An SEO roadmap was developed on a long-term basis, centering on bridal footwear, wedding sneakers, bridal sandals, groom shoes, and bridal custom shoes.
Drive Organic Traffic & Reduce Paid Marketing Costs: The brand also needed to depend less on paid campaigns; the company needed to develop a good organic acquisition channel.
The traffic that was generated by SEO was necessary to motivate brides, grooms, and wedding shoppers who were actively searching the internet to find comfort-based wedding shoes.
It was important to develop the keyword-structured material that would match the actual search behavior of brides.
It was necessary to enhance the metrics and user journeys on-site to enable conversions.
Content Strategy & SEO-Driven Content Creation:
- To establish Around Always as an expert in terms of bridal comfort and contemporary wedding styling, a fashion-meets-wedding content strategy was created.
- Blogs were optimized using SEO around the topics of bridal sneakers, the trends of wedding shoes, comfort-first bridal styling, wedding ceremonies, and footwear planning..
- Location-based content assisted in serving up city searches like bridal shoes in Bangalore, Mumbai, Hyderabad, Goa, and Indian weddings in the USA.
- Pillar content was created based on such topics as bridal footwear planning, wedding sneakers, and bespoke wedding shoes to reach long-tail traffic.
Strengthen Local & Global SEO (India + USA): Around Always has been serving clients in the large Indian cities such as Bangalore, Mumbai, Hyderabad, and Goa, as well as in Indian weddings in the USA.
The regional visibility had to be enhanced in India through local optimization of SEO.
The international SEO was required to attract search in terms of Indian bridal shoes and the white wedding shoes used during the USA Christian weddings.
Enhanced trust signaling via structured content, relevance, and authority building was a fundamental need.
On-Page SEO & Website Optimisation:
- Across major pages, meta titles, descriptions, headings, and internal linking structures were optimized.
- Search intent was oriented on product and category pages rather than generic fashion terms.
- Optimized alt text, compression of images, and page speed were used to enhance image SEO.
- Mobile-first optimization allowed the brides to navigate without any difficulties using a smartphone.
- Improvement in the user experience contributed to the growth in the time users spend on the site and the decrease in the bounce rates.
Local SEO & Brand Authority Building:
- The local optimization of the search engine enhanced the presence in the major Indian wedding hotspots.
- The content was in accordance with the local wedding behavior and preferences.
- The brand mentions and citations were established by utilizing wedding-related platforms and content partnerships.
- The content of authority-building placed Around Always as a reliable brand of bridal shoes as opposed to a mere brand of the product being offered.
Off-Page SEO & Link-Building:
- The fashion blogs, wedding sites, lifestyle magazines, and bridal content sites were used to create high-quality backlinks.
- Paid content marketing contributed to the natural brand mentioning.
- Partnerships with wedding-related sites enhanced the referral and the perceived credibility of the brand.
- The backlink profile was enhanced to advance the general domain authority and competitiveness for the keywords.
Results Achieved:
- 70% Increase in Organic Traffic: In the few months since the implementation, the high-intent bridal footwear searches have brought a considerable amount of organic traffic to Around Always.
- Better Positions of Keywords for Bridal Footwear: The search terms used concerning bridal sneakers, wedding shoes, bridal sandals, and groom shoes, as well as customized wedding shoes, revealed a uniform trend of rising in the lists.
- Greater Interaction and Ready-to-Buy Traffic: The content generated through SEO targeted users who are in the process of planning their wedding, which leads to more engaging outcomes and leads to visitors who are ready to contact.
- Greater Presence in USA Searches and India: Location-specific content was useful to enhance visibility in Indian cities and searches for Indian wedding shoes in the USA.
- Less reliance on paid campaigns: Organic presence helped to reduce a slow dependence on paid advertising to find traffic and discover the brand.
Key SEO Tasks Performed
- High-intent bridal and wedding footwear search behavior keywords were identified.
- Competitor strategy is analyzed in order to establish content and ranking gaps.
- Monitored the performance with the help of such tools as Google Search Console, Ahrefs, and SEMrush.
- Optimized headings, metadata, internal links, and content structure.
- Enhanced speed and mobile usability.
- Improved SEO of images to achieve higher performance and discoverability.
- Established cross-links through wedding, fashion, and lifestyle websites.
- Enforced brand references in content partnership.
- Concentrated on organically attained connections instead of forceful ones.
Be Our Next Success Story
The SEO experience of Around Always shows that a thoughtful, content-focused SEO strategy may change the brand exposure, organic traffic, and customer interaction of a competitive wedding industry. The brand has been able to establish itself as a reliable brand in bridal and wedding shoes by integrating effective keyword research, content based on stories, and technical optimization.
In case you aim to boost the digital presence of your brand, achieve more organic reach, and get a high-intent customer, the success story of the Around Always website on SEO will show you what the right strategy can do.
SEO is the key to success, and we can make your brand the next success story.
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