A premium footwear retailer whose search presence was almost entirely branded: people who already knew the name could find it, and nobody else could. Underneath sat an unhealthy site and a backlink profile leaning on low-authority, largely nofollow links.
What we did
The turnaround was technical first: caching, minification and page-speed remediation, XML and HTML sitemaps generated and submitted, and schema markup implemented across product and collection templates. The backlink profile was audited for anchor relevance with a disavow filed for harmful links, on-page work covered titles, meta descriptions and heading structure, and landing-page analysis separated high-impression pages from the ones that convert.
What happened
Site health improved to 85%, PageSpeed scored 92, and on-page evaluation reached an A− grade. November closed at 220 clicks from 9,240 impressions at a 2.4% CTR, with the growth concentrated in the second half of the month, immediately following the optimisation work. Mid-tier non-branded keywords settled at positions 10–11, the band where CTR work pays next.
| Metric | Recorded |
|---|---|
| Site health | 85% |
| PageSpeed | 92 |
| On-page evaluation | A− |
| November clicks | 220 from 9,240 impressions (2.4% CTR) |
| Mid-tier non-branded keywords | Positions 10–11 |
The honest read
Three months fixes a site and starts a trend; proving a compounding one takes longer. The honest description is a foundation laid, with momentum visible at the point of reporting. The absolute numbers are modest by design, this was a niche retailer, not a mass-market store, and the biggest constraint identified, backlink authority, was still outstanding when the reporting period closed. We said so in the report.
Client described by sector rather than named, and every figure is reported exactly as recorded at the time.