Bhama Designs achieves a 25x growth in non-brand traffic with Infidigit's expertise
The Client
Operating at the intersection of tradition and modern fashion, Bhama Designs is redefining contemporary ethnic wear for women, men, and kids. With a commitment to quality craftsmanship and trend-driven designs, the brand seamlessly blends heritage with modern aesthetics to create timeless, stylish apparel for every occasion.
Bhama Designs offers a curated selection of ethnic and fusion wear, including kurta sets, co-ord sets, tunics, sarees, dresses, jackets, and more. From everyday essentials to statement ensembles, each piece is meticulously crafted to complement diverse tastes and lifestyles.
With a strong focus on inclusive fashion, affordability, and seamless shopping experiences, Bhama Designs caters to individuals and families looking for premium ethnic wear that embodies tradition while embracing contemporary style.
This is where heritage meets modernity, and fashion meets expression—for everyone.
This case study explores the SEO strategies that enhanced Bhama Designs’ online visibility, connecting more families with fashion that brings joy, tradition, and a touch of whimsy to every wardrobe.
The Objective
1. Improve Website Architecture
- Optimize site structure for better crawlability and indexation.
- Implement clear navigation and internal linking to enhance user experience.
- Ensure mobile-friendliness and seamless accessibility across all devices.
2. Enhance On-Page & Technical SEO
- Optimize meta tags, headers, and structured data for better search engine understanding.
- Improve page speed and Core Web Vitals for a smoother user experience.
- Fix technical issues such as broken links, duplicate content, and missing canonical tags.
3. Strengthen Content Strategy
- Develop and optimize high-quality, intent-driven content for category pages.
- Optimize content with targeted keywords while ensuring readability and engagement.
4. Improve Keyword Ranking
- Conduct keyword gap analysis to target high-potential search queries.
- Optimize existing pages for better keyword targeting and ranking improvements.
- Focus on competitive keywords to enhance visibility in SERPs.
5. Increase Organic Non-Brand Traffic
- Drive more non-branded search traffic through optimized category pages and informational content.
- Leverage long-tail keyword opportunities to capture relevant search intent.
- Implement a robust backlink strategy to increase domain authority and improve ranking potential.
The Challenge
1. Lack of a Clear Website Structure
The absence of a well-defined category hierarchy made it difficult for both users and search engines to navigate the site efficiently. This led to poor discoverability of key product pages, impacting overall SEO performance.
2. Crawlability & Indexing Issues
Critical pages were not being crawled or indexed effectively due to improper sitemap structure, robots.txt directives, and internal linking gaps. As a result, important product and category pages struggled to gain visibility on search engines.
3. High Competition from Fashion Giants & Aggregators
The fashion e-commerce industry is dominated by large marketplaces like Myntra, Ajio, and Amazon, making it challenging for standalone brands to rank for high-volume, competitive keywords. These platforms also have strong domain authority, making it difficult to compete organically.
4. SERP Volatility in Fashion E-Commerce
Frequent Google algorithm updates and fluctuating search trends in the fashion industry caused unstable rankings, affecting traffic consistency. Seasonal demand shifts and changes in search intent further contributed to unpredictability in organic performance.
The Solution
1. Website Architecture Optimization
- Conduct an in-depth site architecture audit and define a hierarchical structure for product categories and collections.
- Implement breadcrumb navigation to improve user experience and internal linking.
- Optimize URL structures for clarity
2. Improving Crawlability & Indexing
- Optimize the robots.txt and XML sitemap to ensure all critical pages are crawlable.
- Fix issues with canonicalization, duplicate content, and broken links.
- Improve internal linking to ensure search engines discover deeper pages.
- Use Google Search Console insights to monitor and resolve indexation issues.
3. Competitive SEO Strategy
- Target specific, high-intent queries that large marketplaces may not prioritize
- Optimize for occasion-based and trend-driven searches
- Implement category silos and strategic internal linking to distribute authority across important pages.
- Ensure deep linking from blogs and supporting pages to category pages.
- Track SERP trends & ranking fluctuations to adjust strategies proactively.
4. Managing SERP Volatility
- Ensure content freshness by frequently updating trending categories and seasonal collections.
- Conduct frequent SEO audits to quickly adapt to algorithm updates.
The Result
Within a year:
566.21%
Increase in Keyword Coverage
A massive expansion in SEO footprint, ensuring visibility across a wider range of relevant queries.3310.3%
Increase in Keyword Ranking in the Top 5
A game-changing surge in high-ranking keywords, dominating the most competitive positions where the majority of clicks happen.2224.19%
Increase in Keyword Ranking in the Top 10
Significant SERP dominance, leading to higher visibility, improved CTR, and increased organic traffic.6857.48%
Increase in Non-Brand Impressions
A monumental breakthrough in targeting high-intent, non-branded queries, amplifying reach beyond brand awareness.2372.53%
Increase in Non-Brand Traffic
Direct organic demand generation, proving the effectiveness of content and SEO strategies in capturing new audiences.2x
Improved Domain Authority
Strengthened website authority, boosting trust signals and long-term ranking potential.
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