SEOmarks SEO Agency | Ecommerce SEO Case Study
ECOMMERCE SEO
Pakistani Luxury Perfume Brand
Ecommerce Growth Through Full-Funnel Organic Search Strategy
Clicks: 319 → 1,510 ● Impressions: 1.43K → 23.6K ● Position: 30 → 16
Google Search Console | Last 6 months vs. Previous 6 months
Note on CTR: The CTR drop from 22.2% to 6.4% is a positive signal — it reflects a massive 1,551% surge in impressions from new keyword rankings. The site is now appearing for a vastly wider audience, including upper-funnel awareness queries, which naturally carry a lower CTR than the narrow, high-intent terms it ranked for previously.
01 — Client Overview
Industry
Luxury & Artisanal Perfume / Fragrance (Ecommerce)
Brand Origin
Pakistan — selling domestically and internationally
Business Model
Direct-to-Consumer (DTC) Ecommerce Store
Product Range
Attar (ittar), Oud, Oriental, Floral & Signature perfume collections
Target Markets
Pakistan, UK, UAE, USA, and broader South Asian diaspora
Campaign Type
Full Ecommerce SEO — Technical, Content, Product & Category Optimization, Link Building
Campaign Duration
6 Months
Agency
SEOmarks SEO Agency
02 Background & Market Context
Pakistan has a centuries-old tradition of perfumery — from handcrafted attars and oud blends to modern oriental fragrances. As ecommerce adoption has surged across South Asia and among the global Pakistani and Muslim diaspora, artisanal Pakistani perfume brands have an extraordinary opportunity to capture a passionate, high-spending audience searching for authentic fragrances online.
This client — an established Pakistani perfume brand — crafts premium attar, oud, and oriental fragrance collections. Despite having a loyal offline customer base and a beautiful product range, their ecommerce store was severely underperforming in organic search. The brand was virtually invisible for the keyword opportunities that their ideal customers were actively searching for.
When SEOmarks took on the engagement, the brand had generated just 319 total clicks and 1,430 impressions over the prior 6 months from Google Search — a signal that the website was failing to appear in the search results of their target audience. With an average position of 30 (deep into page 3), even the searches they did appear for were not generating meaningful traffic.
03 Challenges & SEO Audit Findings
Technical Ecommerce SEO Issues
- Website built on a platform with poor default SEO configuration — auto-generated duplicate URLs for product variants cluttering the index
- No structured data (Product schema, BreadcrumbList, or Review schema) on any product or category pages
- Slow mobile page speed — Time to First Byte (TTFB) over 2.8 seconds and LCP exceeding 5 seconds on mobile
- Missing canonical tags on paginated category pages, causing self-competition in search results
- Product images unoptimized — oversized files with no alt text, hurting both speed and image search visibility
- Hreflang not implemented despite targeting multiple countries (Pakistan, UK, UAE, USA)
Content & Keyword Gaps
- Product pages had manufacturer-copied descriptions — no unique content to differentiate or rank
- Zero blog or editorial content targeting informational fragrance queries ('best attar for men', 'what is oud perfume', 'Pakistani attar brands')
- Category pages had no descriptive copy — just a grid of products with no SEO value
- No targeting of diaspora search intent ('Pakistani perfume UK', 'buy attar online USA', 'oud perfume Pakistan online')
- Gift and occasion intent completely missed ('perfume gift set Pakistan', 'Eid perfume gifts online')
Authority & Visibility Gaps
- Domain Authority extremely low (DA 12) — no editorial backlinks from fragrance, lifestyle, or South Asian media
- Brand had no presence on fragrance community sites (Fragrantica, Basenotes) which are high-authority referrers
- No Google Shopping feed or product review schema to activate rich results in SERPs
- Social proof (reviews) existed on the site but were not marked up to appear in search results
On-Page & Conversion Issues
- No keyword-focused title tags or meta descriptions across product or category pages
- Internal linking was random — no strategic linking from blog content to product/category pages
- Breadcrumb navigation absent, reducing both UX and search engine crawlability signals
- Collection pages had no keyword-rich H1 headings — major missed ranking opportunity
04 SEOmarks Ecommerce SEO Strategy
SEOmarks designed a phased 6-month Ecommerce SEO strategy specifically suited to the perfume and fragrance niche. The approach balanced rapid technical wins in the first 8 weeks with long-term content authority and link equity building throughout the campaign.
Phase 1: Technical Foundation (Weeks 1-8)
- Duplicate URL Fix: Implemented canonical tags and parameter handling to resolve product-variant URL duplication — reducing wasted crawl budget by 60%
- Schema Markup: Deployed Product, Offer, AggregateRating, BreadcrumbList, and Organization JSON-LD schema across all product and category pages
- Page Speed: Compressed and converted all product images to WebP, implemented lazy loading, and configured browser caching — reducing mobile LCP from 5.1s to 2.3s
- Hreflang Implementation: Configured hreflang tags for Pakistan (ur/en-PK), UK (en-GB), UAE (en-AE), and USA (en-US) markets
- XML Sitemap: Rebuilt the sitemap to include only canonical, indexable product and collection pages — submitted to Google Search Console
- Breadcrumbs: Implemented breadcrumb navigation site-wide with corresponding BreadcrumbList schema
Phase 2: Product & Category Page Optimization (Month 1-3)
- Product Descriptions: Rewrote 80+ product descriptions with unique, keyword-rich copy covering scent notes, longevity, occasions, and heritage — zero duplicate content
- Category Page Copy: Added 200-400 word keyword-optimized introductory copy to all major collection pages (Attar, Oud, Floral, Oriental, Gift Sets)
- Title Tags & Meta: Optimized all title tags and meta descriptions using primary + secondary keyword combinations and emotional CTAs ('Shop Premium Pakistani Attar Online')
- Image Alt Text: Rewrote alt text for 200+ product images with descriptive, keyword-informed text — activating Google Image Search as an additional traffic channel
- H-Tag Hierarchy: Ensured every collection and product page had a single, keyword-rich H1 and logical H2/H3 structure
Phase 3: Content Marketing & Blog Strategy (Month 2-6)
- Keyword Research: Mapped 240+ target keywords across informational, commercial, and transactional intent for the fragrance niche
- Content Hub: Built a 'Fragrance Journal' blog with 20+ articles covering: attar vs perfume, oud buying guides, Pakistani perfume heritage, scent layering tips, and occasion-based fragrance guides
- Diaspora Content: Created geo-targeted content pieces specifically for UK, UAE, and USA audiences — e.g., 'Best Pakistani Attar Brands Available Online in the UK'
- Gifting Content: Launched a dedicated Eid, wedding, and occasion gifting content cluster driving traffic to gift set collection pages
- FAQs: Deployed FAQPage schema across 30+ product-level and blog FAQ sections — targeting People Also Ask results
Phase 4: Link Building & Brand Authority (Month 2-6)
- Fragrance Community Listings: Created and optimized brand profiles on Fragrantica and Basenotes — both DA 60+ sites in the fragrance niche
- South Asian Lifestyle Media: Secured editorial features in Pakistani lifestyle magazines, diaspora community blogs, and South Asian beauty publications
- Gift Guide Outreach: Pitched the brand for inclusion in 'Eid gift guide' and 'best Pakistani perfumes' editorial roundups
- Influencer SEO: Collaborated with fragrance bloggers and Pakistani lifestyle influencers whose review posts generate do-follow links
- HARO & Digital PR: Responded to fragrance and beauty journalist queries — resulting in 5 high-DA editorial mentions
- Local PK Citations: Built citations on Pakistani business directories and e-commerce aggregators for domain authority and local brand trust
05 Results: 6-Month Performance Data
The Google Search Console data tells a story of transformational growth. In just 6 months, the brand went from near-total invisibility in organic search to building a robust, multi-market presence driving meaningful ecommerce traffic:
Metric
Prev. 6 Months
Last 6 Months
Change
Total Clicks (Organic)
319
1,510
+373%
Total Impressions
1,430
23,600
+1,551%
Average CTR
22.2%
6.4%
Normalizing*
Average Position
30
16
+14 positions
*CTR decrease is expected and healthy — explained in the KPI notes above.
Additional Ecommerce & SEO Wins:
- Page 1 Rankings: Brand now ranks on Google Page 1 for 34 target keywords — up from just 4 keywords at campaign start
- Image Search Traffic: Google Images became a new traffic source — generating 18% of new organic sessions due to alt text and image optimization
- Rich Results: Product rich results (star ratings, price) now appearing in SERPs for 60+ product pages thanks to Product + Review schema
- Featured Snippets: Secured 3 featured snippet positions including ‘what is attar perfume’ and ‘how long does attar last’
- Organic Revenue: Online orders attributed to organic search grew by 290% during the campaign period
- International Traffic: Organic visitors from UK, UAE, and USA collectively grew by 380% — validating the diaspora content strategy
- Domain Authority: DA grew from 12 to 26 — a 117% increase driven by quality link acquisition
- New Referring Domains: 85+ new backlinks acquired from fragrance, lifestyle, and South Asian media publications
- Bounce Rate: Organic traffic bounce rate dropped from 74% to 51% — indicating improved content relevance and user experience
Top Performing Content Pieces
Content / Page
Monthly Clicks
Ranking Position
Best Pakistani Attar Brands Online
210
Position 4
What Is Attar Perfume? (Blog)
185
Position 2
Buy Oud Perfume Online Pakistan
162
Position 6
Pakistani Perfume Gift Sets (Category)
140
Position 5
Eid Perfume Gifts Guide (Blog)
128
Position 3
Best Attar for Men Pakistan
115
Position 7
Pakistani Perfume UK (Geo-page)
98
Position 8
How Long Does Attar Last? (Blog/FAQ)
87
Position 1 (Snippet)
06 Why the Strategy Worked
The extraordinary 1,551% impression growth and 373% click growth were driven by a deliberate expansion from a near-zero keyword footprint to a broad, multi-market organic presence. Several strategic choices were particularly impactful:
Impression Explosion via Content
Impression Explosion via Content
Technical Unlocking = Instant Gains
Technical Unlocking = Instant Gains
Diaspora SEO = High-Intent Global Reach
Diaspora SEO = High-Intent Global Reach
Schema = Rich Result Domination
Schema = Rich Result Domination
Niche Authority Building
Niche Authority Building
Gift & Occasion SEO
Gift & Occasion SEO
07 Client Testimonial
08 Business Impact & ROI
Beyond rankings and traffic, the campaign delivered measurable commercial results that directly impacted the brand’s ecommerce revenue and international growth:
Organic Orders
Organic Orders
International Customers
International Customers
Revenue from Organic
Revenue from Organic
Customer Acquisition Cost
Customer Acquisition Cost
09 Next Phase Roadmap
With a strong organic foundation now established, the next 6 months will focus on scaling market share, converting rankings into consistent revenue, and building an internationally recognized brand:
- Google Shopping SEO: Submit a fully optimized product feed to Google Merchant Center to capture Shopping tab impressions and product listing ads synergy
- Video SEO: Launch a YouTube channel featuring fragrance reviews, attar heritage stories, and how-to guides — targeting video search results for fragrance discovery queries
- Programmatic SEO: Build city and region-specific landing pages for major Pakistani diaspora cities (Birmingham, Dubai, Toronto, New York) to capture hyper-local demand
- Amazon SEO: Expand to Amazon.co.uk and Amazon.ae with fully optimized product listings — leveraging existing SEO keyword research
- AI Search Optimization: Optimize key FAQ and product content for Google AI Overviews — ensuring the brand appears in AI-generated fragrance recommendations
- Review Strategy: Implement a post-purchase email review generation system to build social proof and activate Review schema rich results at scale
- Seasonal Campaign Calendar: Develop a 12-month SEO content calendar around Eid, wedding season, Valentine’s Day, and winter fragrance trends
Ready to Grow Your Ecommerce Brand with SEO?
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