Background

Lunya is an eCommerce retailer known for their washable silk garments and elevated, luxury loungewear for both men and women. Their style and branding is refined, simplistic, and focuses solely on the way quality impacts comfort.

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Elk approached Lunya in mid-2022 when they noticed that Lunya was not ranking on page one, or at all, for a large percentage of their industry-related keywords with incredibly high search volumes. Being the size of brand that Lunya is, elk understood the importance of these missed opportunities being taken advantage of, in order to increase organic traffic to Lunya’s site.

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Additionally, Lunya’s goal of increasing brand awareness through more affordable avenues. similar to many other eCommerce retailers, was at top of mind.

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Problem

The layout of Lunya’s site and the structure of their collection and product pages were focused solely on branding without taking into consideration the importance of keyword implementation. Their collections were labeled and organized in terms that their target customers would not be searching for, meaning the majority of their site traffic was branded, coming from returning customers or those already aware of their brand.

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Not only did this minimize the scope of their reach, but it also made their organic search presence minimal at best. With the goal of improving their non-branded search, they needed the assistance of a team like elk who could effectively strategize an SEO campaign that would improve their organic search presence without sacrificing their branding or tone.

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Strategy

Elk began executing their proven, three-pronged approach to SEO, providing a blueprint for Lunya’s growth plan. This strategy included a focus on the three main pillars of SEO, including a robust content strategy, on-page optimizations to adjust the signals of each URL, and linking, both internal and backlink acquisition.

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After a thorough analysis of Lunya’s biggest competitors and developing a deep understanding of how to carefully optimize for each keyword target without sacrificing their brand identity, the implementation of a well-thought-out SEO campaign began.

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Elk provided Lunya with a content plan, optimizations of their collection pages that followed SEO best practices to better structure these URLs, and acquired high-powered backlinks coming from strong domain authority sites.

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Results

Within eight months of working with the elk team, Lunya’s page-one keyword rankings improved by 83%.

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Lunya is now in position one for top industry keywords, including “washable silk pajamas, washable silk set, washable silk sleepwear, washable silk nightgown, washable silk sleep set, washable silk bedding,” and many more.

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With over 52,000 non-branded keyword rankings, the site traffic and brand awareness continue to grow at an accelerated rate.

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