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Browns Shoes

Retail & Fashion

Improving non-branded traffic for Browns Shoes with SEO-optimized content

71% increase in organic search traffic from only non-branded keywords. How category-first content, internal links, and PR backlinks helped a Canadian footwear retailer regain non-brand rankings and organic revenue through strategic SEO optimization.

Browns Shoes case study hero image

The Challenge

Browns Shoes faced significant challenges with their organic search performance:

- Declining non-branded organic traffic as search intent shifted toward research-heavy queries
- Competitive SERPs making it difficult to rank for generic footwear terms
- Thin category content with limited keyword coverage and insufficient FAQs
- Minimal internal linking between collections, products, and guides
- Backlink gap compared to rival footwear publishers and media sites
- Weakened visibility for important generic footwear search terms

Despite steady overall growth, the retailer needed to recover their non-branded rankings to capture qualified organic traffic and protect their market position in the competitive Canadian footwear market.

Our Solution

We implemented a comprehensive SEO strategy focused on four key areas:

## 1. On-Page & Technical Optimization
- Keyword Mapping: Mapped primary and secondary keywords to collection templates
- Content Structure: Implemented proper H1-H3 hierarchy with concise intros and scannable bullet points
- Meta Optimization: Refreshed titles and meta descriptions to match commercial intent (size/fit/materials/occasion)
- Schema Implementation: Added FAQ blocks with schema markup to target long-tail intent

## 2. Content Expansion Strategy
- Priority Collections: Published short and long-form copy on high-value collections (winter boots, waterproof boots, men's dress shoes)
- Use-Case Content: Created content with specific subheads covering weather, materials, sizing, and care
- Evergreen Resources: Developed comprehensive buying guides and seasonal roundups
- Strategic Linking: Connected category pages to relevant guides and resources

## 3. Internal Linking Architecture
- Category Integration: Category pages now link to top PDPs and relevant guides
- Product Connectivity: PDPs link back to parent categories and sizing/care guides
- User Experience: Added related items and "Shop the look" modules to boost crawl depth and UX
- Navigation Flow: Created logical pathways between related products and content

## 4. Digital PR & Backlink Acquisition
- Target Outreach: Focused on Canadian fashion/lifestyle media and niche footwear blogs
- Value Content: Shared seasonal trend data and care checklists to earn high-authority links
- Authority Building: Secured backlinks to key category pages from reputable sources
- Media Relations: Built relationships with relevant industry publications and influencers

The Results

The comprehensive SEO strategy delivered exceptional results for Browns Shoes:

## Ranking Performance
- 25% increase in organic keywords ranking on the first page within 3 months
- Nearly 400 non-branded keywords now ranking on the first page
- Significant improvement in search visibility for competitive footwear terms
- Enhanced SERP presence across multiple product categories

## Traffic Growth
- 71% increase in organic search traffic from non-branded keywords alone
- Substantial growth in qualified organic sessions to category and product pages
- Improved traffic quality with better user engagement metrics
- Expanded reach into previously untapped search markets

## Revenue Impact
- 20% increase in revenue from organic search traffic
- Strong ROI on SEO optimization efforts and content investments
- Sustainable growth in new site traffic from targeted keywords
- Enhanced conversion performance while maintaining user experience

## Long-Term Benefits
- Strengthened organic presence and brand visibility in search results
- Improved domain authority through high-quality backlink acquisition
- Enhanced site architecture supporting future SEO growth
- Competitive advantage in the Canadian footwear market

The success of this category-first approach proved that strategic content optimization and internal linking can significantly lift non-brand visibility without compromising conversion rates, establishing Browns Shoes as a dominant force in organic search.
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