12 Countries, 4 Fashion Brands: Skyrocketing SEO Resulting in a 170% Increase in Revenue
GA Agency is a global partner for the Calzedonia Group and manages the SEO for all the brands of the group. They have created a global case study which focuses on the four main international fashion brands: Calzedonia, Intimissimi, Tezenis, and Falconeri. The partnership operates across 12 countries with a team of native SEO experts in each market. This approach resulted in a 170% increase in revenue for the Calzedonia Group within 12 months.
What was the project?
When they started working with the Calzedonia Group in 2019, all SEO content was produced in Italian and translated by an external agency for the other markets. However, one of the biggest challenges faced was to improve the quality of the translated content. Whilst improvements were seen, GA Agency knew that results could be improved further if their content was written and optimised by native speakers.
When the Calzedonia Group renewed contracts, GA Agency took initiative and proposed a localised approach, with native-speaker SEO specialists and copywriters for every country. As such, GA Agency expanded the team to include SEO experts across the world. They have an impressive in-house team of 28 people between the SEO Director, Managers, Specialists and Copywriters. This new structure allowed them to create localised SEO content, keyword research and analysis tailored to each market’s audience.
GA Agency is passionate about SEO and believes in the power of a successful international strategy. The aim is to not only provide users with the correct localised translations, but to gain a deeper understanding of the specific customers’ needs and interests. Using native speakers allows a personalised local approach specific to each brand and market to provide excellent service, impeccable quality of content, and exceptional long-term results.
What were the main objectives?
The overall goal was to aid the Calzedonia Group in increasing organic traffic to their four online stores in the countries in scope, increase brand awareness and boost conversions organically. The work focused on a data-driven approach, localised content planning and cross-brand project, proactivity, and user-centricity.
What were the results?
Outstanding results were achieved from this campaign with the forecast target for all 4 brands averaging +170% revenue growth organically. The campaign led to incredible SEO improvements due to the brand-new local approach. Better rankings for the target keywords resulted in higher search visibility, therefore higher traffic and increased revenue.
Ad hoc analysis on the store locator cross-brand was conducted. The entire redesign of the store locator architecture along with the creation of new dedicated pages for both cities and provinces led to an increase in ranking for local queries and in SERP features.
This case study shows the importance of using an international SEO agency with in-house native specialists. SEO localisation ensures that keywords are relevant to the local audience and match the local search intent, and each market needs to have its own SEO strategy to be effective.
The outstanding results achieved with the Calzedonia Group would not have been achieved without expert knowledge of international SEO, providing global growth for international success.
GA Agency has a global in-house team covering 14+ languages and is active with SEO consulting projects in more than 15 countries. They have won multiple prestigious awards and are the best partner for international expansion.