Trilogy is London’s premium denim specialist with one simple aim – to find every woman the perfect pair of jeans. They partnered with us because they wanted to improve their position as premium denim experts. We devised the following objectives:
When we first partnered with Trilogy, we created a comprehensive keyword map and optimised content on category and brand pages.
As part of this, we assisted the in-house marketing team in creating a strategy for website development with user experience at the heart.
To improve the visibility of the website without wasting crawl budgets, we made improvements to the technical setup of their faceted navigation.
We now conduct regular full site technical audits and provide actionable recommendations to the development team to improve core aspects of the site in line with the Core Web Vitals rollout.
- We created a comprehensive keyword map to ensure no cannibalisation would happen across the complex site structure and ensured content was of a high quality and reflective of the brand and its users
- We used a variety of tools and conducted manual walk-throughs of the site on desktop and mobile to identify areas for improvements to user experience.
- We were also able to identify that Trilogy’s previous faceted navigation setup was causing issues with content duplication (from multiple permeations of filters on URLs) and wasting crawl budget. Optimising this allowed us to capture valuable long-tail keywords while keeping the number of indexed pages controlled.
- Fashion ecommerce sites tend to score poorly on Core Web Vitals, especially on Largest Contentful Paint (due to high resolution images). However, we have ensured they’re well above the industry benchmark and as a result have held or improved valuable keyword positions where poorly performing sites have dropped.
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