Purpose
The purpose was to ensure that the site was targeting keywords with the right intent, so that traffic to category and product pages came from users with a high likelihood of purchasing.
The objective was to increase organic revenue across four markets: SE, the US, DE and FR.
Target Audience & Strategy
The target audience for the Eton brand are fashion-conscious men aged 35–49 who are willing to spend more for quality clothing.
An audit of the existing keyword strategy revealed that most pages did not specify the product line was designed for men, resulting in significant unqualified traffic.
A search behaviour analysis was created per market to develop an understanding of the queries the target audience was inclined to use.
Implementation
Implementation consisted of updating titles, meta descriptions and body content across all four markets, followed by external link acquisition targeting the updated keywords.
Markets were prioritised based on search demand, historic SEO measures and current organic performance from a revenue standpoint. The first market addressed was the US, followed by Sweden, Germany and France.
Challenges
Two key challenges were identified and addressed:
Multilingual execution
SEO and copywriting talent was sourced externally to ensure language-native quality while maintaining the brand's tone of voice. A reusable instructional framework was developed after the first market rollout, enabling consistent delivery across subsequent markets.
Nonexistent search demand for niche products
For products without established search demand in certain markets, alternative queries matching the product description were identified and targeted — for example, "frottee hemd herren" in Germany for terry shirts.
Strategic reasoning from brief to execution
The strategy prioritised search intent over search volume. Rather than targeting the most searched terms for a given product, the focus was on keyword variations that retained the correct purchase intent.
Most keywords targeted had significantly lower search volumes than those used previously. The priority was reaching the right audience with both transactional and informational content rather than maximising traffic.
This approach generated not only more sales but also more traffic, demonstrating that focusing on search volume alone can be unfavourable when intent alignment is neglected.
Deliverables
The assignment included:
- Search behaviour analysis per market
- Multi-market keyword strategy based on search intent
- Content optimization of titles, meta descriptions and body content
- External link acquisition targeting updated keywords
- Multilingual SEO execution framework
