SEO Case Study: TheMauve.co
Client Overview
Client Name: The Mauve
Website: https://themauve.co/
Industry: Fashion, Lifestyle & Luxury Accessories
Target Location: India (with pan-India & metro-focused audience)
The Mauve is a modern lifestyle and fashion brand offering curated apparel and accessories with a premium, minimalist aesthetic. While the brand had strong visual appeal and product quality, its organic search presence was limited, resulting in heavy dependence on paid traffic and social media.
Business Challenge
The fashion eCommerce niche is highly competitive, especially in India where D2C brands aggressively invest in performance marketing. The Mauve faced the following SEO challenges:
- Low organic visibility for non-branded fashion keywords
- Product pages not ranking due to thin or non-optimized content
- Limited category-level keyword coverage
- Weak internal linking between collections and products
- Technical SEO gaps affecting crawlability and page performance
- Over-reliance on paid ads for traffic and conversions
SEO Objectives
The SEO campaign was designed to:
- Build sustainable organic traffic for fashion and lifestyle keywords
- Improve rankings for category and product-level search queries
- Strengthen brand visibility beyond social media
- Optimize eCommerce pages for search intent and conversions
- Reduce dependency on paid acquisition channels
SEO Strategy Implemented
- Performed a comprehensive technical SEO audit
- Fixed indexation issues and optimized crawl budget
- Improved mobile responsiveness and UX
- Optimized Core Web Vitals (LCP, CLS, INP)
- Implemented structured data (Product, Breadcrumb, Organization)
- Identified high-converting keywords across:
- Fashion collections
- Apparel categories
- Lifestyle accessories
- Brand + product combinations
- Mapped keywords based on transactional and commercial intent
- Focused on long-tail and style-driven queries
- Optimized category descriptions for SEO without compromising brand tone
- Enhanced product titles, descriptions, and meta tags
- Improved heading structure (H1–H3)
- Added SEO-friendly FAQs to product and collection pages
- Optimized image alt text for visual search
- Created SEO-optimized collection descriptions
- Developed blog and editorial content around fashion trends & styling guides
- Targeted informational queries to support top-of-funnel traffic
- Strengthened E-E-A-T through brand storytelling and consistent messaging
- Built strong internal links between categories, collections, and products
- Reduced orphan product pages
- Improved navigation flow for users and search engines
- Enhanced topical relevance through content clusters
- Optimized product pages for better CTR and engagement
- Improved metadata to attract high-intent clicks
- Ensured SEO changes aligned with UX and CRO best practices
Results Achieved
After implementing the SEO strategy, The Mauve observed:
- Consistent growth in organic traffic
- Improved rankings for fashion and lifestyle keywords
- Increased visibility for category-level searches
- Higher engagement on product and collection pages
- Reduced dependency on paid traffic channels
(Exact traffic and revenue metrics can be added based on reporting needs.)
Key SEO Wins
- Strong foundation for long-term organic growth
- Improved discoverability of collections and products
- Better alignment between SEO, UX, and brand aesthetics
- Enhanced search-driven conversion potential
Tools Used
- Google Search Console
- Google Analytics 4
- Ahrefs / SEMrush
- Screaming Frog SEO Spider
- PageSpeed Insights
Conclusion
By implementing a structured SEO strategy focused on technical optimization, intent-driven content, and eCommerce best practices, The Mauve successfully built a scalable organic growth channel. The brand is now positioned for sustainable visibility and long-term revenue growth through search.