Case Study: How I Got a New Page to Rank #1 in SERP.
How I managed to get a new page to rank #1 within 4 months.
Working in e-commerce SEO means that I have to be always-on when it comes to what is trending, trend forecasting, and how to adapt my strategy based on the seasonality of products.
One of my favorite parts of my job is finding new categories that my company can lean into on our website. However, that means that I need to create an optimization strategy so that page can rank well in SERP.
Working for a fashion/retail brand presents it’s own challenges as there is A LOT of competition out there. There are many SEO’s around the world jumping on the same trends that I am — so how did I get a brand new page to rank on Page 1 within 4 months? I will show you.
Steps I Took:
I did Keyword Research along with Google Trends Research which showed that “Concert Outfits” started to trend upwards in April. So, I created a page dedicated to Concert Outfits in March.
As the traffic increased, I kept an eye on what type’s of concerts people were searching for. I.E. Cowboy Carter, Kesha, Festivals, etc… Then I had my site team updated imagery and copy on the page to lean into those specific concert themes.
Traffic was steady for most of the Summer months, but then a drop came in July. I did some Google Trend research and noticed while a slight dip happens in June/July — the concert outfits peaks in August.
4. Knowing that Concert Outfits was about to peak in August. I created a blog post and published it in July.
5. Through doing more research on Google Trends and Pinterest Trends, I noticed that a slight change was happening in the types of concerts people were searching for. Cowboy carter was over and Lady Gaga was starting. Plus, August marks the end of festival season. So, I decided to update the SEO copy on the page to align with these shifts in mindset.
Ranking #1:
Voila! After I had made those changes, I was able to get Express Concert Outfits page to be ranking #1 for leading up to the peak time, above a major competitor like LuLus.
In total — it took 4 months from the creation of the category to rank #1 in SERP.
You can see below all of the related keywords we are now getting organic traffic to. This time last year, we had zero traffic for these keywords.
What Does This Come Down To?
In 2025 everyone is talking about AEO and GEO. While yes, that is important, basic SEO still matters!
SEO content basics are important. Doing keyword research, keyword mapping, and optimizing website content are impactful.
Using data to support the strategy. By looking at data in Google Trends, Pinterest Trends, and GSC, I was able to make slight changes to get this page to #1.
Trusting my gut! Although I saw a dip in clicks/impressions for a few weeks — I didn’t let that scare me. Instead, I shifted my strategy and saw great results afterwards.
If you have any questions about SEO or how to increase organic traffic to your site, feel free to contact me at coriedhaene@gmail.com.