E-commerce SEO · Beauty & skincare
Skincare Brand in Pakistan
- PKR 32,904,103Total sales · +90% vs previous period
- 18.7KOrders · +57% vs previous period
- 42.6KGoogle clicks at a 6.2% CTR, avg. position 5.4
E-commerce SEO case study · Womenswear Brand in Pakistan
From 991 to 23K Google impressions in 3 months.
How WhiteLinko rebuilt the brand's homepage, rewrote its titles and descriptions for clothing searches and refined its product pages, using organic SEO.
23K
Google impressions · last 3 months (991 in the previous 3 months)
Over 22×
Impressions vs previous 3 months (calculated: 23K ÷ 991)
5
Focus areas: homepage, keyword research, titles & metas, product pages, rankings
- Client
- Womenswear Brand in Pakistan
- Industry
- Women's fashion & clothing
- Country
- Pakistan
- Timeframe
- 3 months (vs previous 3 months)
The challenge
A big range, a homepage that hid it
The client is a Pakistani clothing brand that sells ready-to-wear, unstitched suits, co-ord sets, luxury lawn and evening wear online, with delivery across Pakistan.
The homepage didn't show that. It was a very simple page with a few products, a few categories and no trending products, so shoppers saw a small slice of the range and Google had little to rank. Page titles and descriptions weren't written around the searches people make for clothing.
The goal
Turn the homepage and product pages into organic landing pages that show the whole range and rank for the clothing searches Pakistani shoppers make.
What we found
- The homepage was a very simple page showing only a few products
- Only a few categories were linked, so most collections were hard to reach
- No trending products to show what was new or in season
- Page titles and meta descriptions weren't targeted at clothing-niche keywords
- Product pages needed refining for search and for shoppers
Key results
The numbers, straight from the dashboards
Google Search Console · last 3 months vs previous 3 months
Impressions
23K
▲ from 991 in the previous 3 months
Average CTR
1.3%
▼ from 6.9% in the previous 3 months
Avg. position
30.7
▼ from 26.9 (a lower number is better)
In context
Impressions growth
Over 22×
calculated from the Search Console totals: 23K ÷ 991
Why average CTR and position dipped
Both are averages across every search the brand appears for. When a site starts ranking for many new keywords, most of them first show up lower in the results, where fewer people click. That moves average position from 26.9 to 30.7 and average CTR from 6.9% to 1.3% on paper, while impressions grow. We show both exactly as Search Console reports them.
Every figure comes directly from the brand's Google Search Console Performance report (last 3 months vs previous 3 months), including the two averages that got worse. The clicks total is left out while it is being re-checked. The impressions multiple is calculated from the totals Search Console displays and is labelled. No sales or revenue figures are shown.
Strategy & action steps
What we did, step by step
- 01
A full homepage revamp
The old homepage was a very simple page with a few products, a few categories and no trending products. We rebuilt it as a full storefront: a hero banner for the latest collection, “Find your fit” category shortcuts, What's New, collection rails such as Evening Event and The Summer, Best Selling, Client Diaries, customer reviews and shipping, payment, returns and support badges.
- 02
Keyword research for the clothing niche
We researched how shoppers in Pakistan search for women's clothing, by product type, fabric, style and occasion (ready-to-wear, unstitched, co-ord sets, embroidered 2-piece dresses, lawn), and mapped those searches to the homepage, collections and products.
- 03
Keyword-targeted titles and meta descriptions
Titles and descriptions now say what each page sells, for whom and where, in the words shoppers use. The live homepage title reads “[Brand] Clothing Brand for Men & Women | Online Fashion Store” and a product reads “Buy Nayelle Lime Embroidered 2-Piece Dress in Pakistan | [Brand]”.
- 04
Refined product pages
Product pages were refined so names and descriptions spell out colour, fabric, embroidery and cut (for example “Royal Blue Embroidered Shamooz Gown”). Each page can rank for specific searches, and shoppers know what they're buying.
- 05
Ranking the new keywords
We tracked the target keywords in Google Search Console as the revamped pages started appearing for new clothing searches.
Before vs after
From a simple page to a full storefront
The old homepage (from our project notes)
- A very simple page showing only a few products
- Only a few categories, so most collections were hard to reach
- No trending products to show what was new or in season
Before is described from our project notes; no screenshot of the old homepage is shown. After is a screenshot of the brand's live revamped homepage.
Proof from the live site and dashboards
Key takeaways
What other fashion stores can learn
- Your homepage is your biggest category page. Show the range: new arrivals, collections, best sellers and trust signals.
- Titles and meta descriptions are free real estate. Say what you sell, for whom and where, in the words shoppers type.
- Specific product names win specific searches. Colour, fabric, embroidery and cut all match how people search for clothes.
- Read the averages in context. When a site starts showing for many new keywords, average CTR and position can look worse while impressions grow.
Frequently Asked Questions
What did WhiteLinko do for the Womenswear Brand in Pakistan?
We revamped the homepage, researched keywords for the women's clothing niche, rewrote page titles and meta descriptions around those keywords, refined the product pages and tracked rankings in Google Search Console.
How much did the brand's Google search traffic grow?
In Google Search Console, the brand had 23K impressions in the last 3 months, compared with 991 in the previous 3 months: over 22 times more. Average CTR was 1.3% and average position 30.7.
Why did average CTR fall from 6.9% to 1.3%?
Average CTR is total clicks divided by total impressions across every search the site appears for. When a site starts showing for many new searches, those new keywords often start lower on the page, where fewer people click, which pulls the average down even while impressions grow.
Why did average position go from 26.9 to 30.7?
Average position is averaged across every query the site appears for, and a lower number is better. New queries often enter deeper in the results, which raises the average even as overall visibility grows. On paper it is a worse number, and we report it exactly as Search Console shows it.
Can WhiteLinko do the same for my clothing store?
Yes. Book a 15-minute call or request a free SEO audit, and we'll show you where your homepage, collections and product pages are losing organic traffic.
Want results like this?
We'll go through your store live and show you where the organic traffic is being left on the table. No cost, no obligation.
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