Penalty Recovery and Restored Rankings for a U.S.-based Online Retailer

Penalty Recovery and Restored Rankings for a U.S.-based Online Retailer

A leading online retailer of ethnic wear in the US faced significant challenges with their website’s visibility and performance. When we saw a rock-bottom dip in their traffic and rankings, we discovered that the website was under a Google penalty.

However, when the client approached us, they had a vision for attaining top rankings on SERPs. They also wanted to generate traffic on high-competition keywords.

The Challenges

The first challenge facing us was lifting the penalty on the client’s website and implementing extensive improvements in SEO, content quality, and link building to regain lost ground and compete effectively in the crowded fashion industry.


Jun’23 – Oct’23

    • 1. Keyword Rankings

      We gained a 50% increase for the Top 3 keywords in the target categories.

    • 2. Share of Voice (SOV)

      Achieved an impressive growth in the top 3 SOV by 1400 BPS.

    • 3. Website Traffic Downwards arrow in positive manner

      The monthly website traffic surged by 79%

    • 4. Google SERPs Presence

      Expanded overall keyword presence on Google SERPs by 25.49%; we also increased our client’s presence in the “People Also Ask” feature by 78%.

Key Strategies Implemented

  • 1. Content Enhancement

    We refurbished and optimized the existing blogs on the website that were thin on content. We created and published new blogs every day and we also updated content on critical pages to align with targeted categories. The content was focused on specific categories (e.g. Saree, Lehenga, Salwar Suit) to attract the target audience.

  • 2. SEO Optimization

    We improved on-page elements, which included internal linking and the optimization of first-fold content and footer sections. We added detailed product descriptions and clear CTAs to encourage immediate action by customers. We also identified crucial technical SEO elements that needed to be addressed, e.g. dynamic rules, schema tags, facet navigation, and core web vitals. Our targeted efforts ultimately led to the website penalty being lifted.

  • 3. Off-Page Strategies

    We generated 700+ backlinks from 160 referring domains and published premium content on high-authority platforms.

  • 4. Localized SEO Tactics

    We tailored our strategies exclusively for the US market and targeted cities with a heavy Indian population!

vikal Shrivastava

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