SEO Case Study: Feather & Stitch

Feather & Stitch Boutique

Feather & Stitch is a luxury ladies clothing boutique in Richmond, London with an online e-commerce store. I started working with owner Fiona on her SEO on a monthly retainer basis in October 2017 with the aim of improving their brand visibility, rankings and online sales whilst competing with national brands.

Implementing an SEO Strategy

Screenshot of the Feather & Stitch blog

Part of the SEO strategy involved expanding the brand and category pages, providing introductory content, and internal linking. Key and popular products were also optimised to compete well in search and focus on specific products has been flexible in order to complement current trends and adapt to changes in buyer interest.

Following my advice, a blog was transferred to the main website. Though Feather & Stitch already had a blog, this had been separate to the main website and the change allowed us to direct all traffic to the one site instead of two.

Lockdown Challenges and Changes

When lockdown hit in March 2020, the shop had to close. Immediately, Fiona’s efforts turned to switching the business from an 80/20 offline-to-online business to the opposite. As a team we all stepped up and invested more time and resources in ensuring the stock was shifted, enabling the business to survive when many other local shops sadly didn’t.

Keeping On Top of Google Updates

In 2021, we carried out a full technical SEO audit and made a number of changes to ensure the website passed the Core Web Vitals update. Fiona has also invested in PR and now regularly features in national press weekend magazines. This also helped to increase the domain authority from 28 in November 2020 to 38 in November 2021.

Results

Feather and Stitch traffic comparison on Google Analytics
Website traffic increased by 43% between 2020 and 2021.

As of January 2022, the website ranks on the first page of Google for over 350 different search queries.

Feather & Stitch is now in the top three search results in Google for several popular and competitive search phrases, including Mayslie JoggersScandi Clothing UK, Hofmann Copenhagen and MDK clothing. They outrank several national competitors in these phrases and more.

Traffic levels for the company have risen year-on-year. Traffic in 2021 was 43% higher overall than in the previous year, with organic traffic from search up by 46%. Online revenue in 2021 was up by 40%.

Charlotte is an expert in SEO and is an asset to any business. I will continue to work with Charlotte Davies and plan to increase the work she does for Feather & Stitch. She delivers a five star service. Fiona Sanderson, founder of Feather & Stitch

Find out more about Feather & Stitch’s clothing range at www.featherandstitch.com

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