SEO promotion of online brand military clothing shop in UK: strategies and results

Problem

Several major problems interfering with effective online shop development were revealed during the site analysis performed by Web Promotion specialists:

• Technical errors: site pages duplicates, missing pages, incomplete product range.
• Slow website pages loading, especially during peak load periods.
• Insufficient level of trust to the brand among UK consumers.
• Absence of expert content confirming the quality and advantages provided by this particular clothing brand. 
• Weak link profile which is of the utmost importance for Google.co.uk ranking. 
• Inefficient product presentation not emphasizing advantages over the similar products.
• Lack of clear web development strategy and poor comprehension of the UK market specifics.

Solution

Web Promotion built and implemented a comprehensive strategy to eliminate problems the performed audits had revealed. Technical optimization included removal of duplicate pages, recovery of missing pages which caused correct search engines site indexing as the result. Our specialists optimized catalogue structure in accordance with stock availability and implemented an information system that alerts customers about the availability of a certain product which elevated and produced overall positive influence on the potential customers’ trust level.

1. CDN-services were implemented to boost site performance, providing UK users a distributed and fast access. Web Promotion team performed proper content caching adjustments to ensure stable performance during peak load periods, all media files were also optimized to grant the fastest possible loading of online shop pages.
2. As a part of the elaborated strategy the expert blog involving reputable industry specialists was successfully launched. Effective collaboration with influencers for testing and reviewing brand products was also established, which enables creation of qualitative content highlighting the brand as an expert in creation of exclusive quality military clothing.
3. Innovative solutions, based on thorough analysis of market competitors, were implemented for best user’s experience, such as online fitting rooms and special sections to increase conversion. Special elements to enhance the users' trust were also integrated into the website structure: info on awards received by the brand, detailed delivery conditions and home fitting possibility. Terms of customers’ service were drastically improved due to absence of prepayment and flexible returns system policy.
4. Special attention was focused on building-up qualitative link profile. Specialists engaged links from thematic blogs and other resources, realized the efficient engagement strategy for crowd links from relevant forums and communities. Mini PBNs for specific product niches were created to reinforce positions in key product categories.
5. The range of online shop products was strategically expanded to meet the demands of the target audience in the UK market.
6. Products presentation has undergone major improvements with the implementation of professional video content that lucidly demonstrates advantages the brand military clothing possesses. Product descriptions were added up with experts’ reviews and personal recommendations from well-known influencers. Special content materials clearly explaining pricing policy and key advantages of the brand products over mass market analogues were developed.

«We do not sell services — we solve business problems on the Internet»

We do SEO promotion for search engines well and inexpensively. The main objective of promotion of sites and portals consider bringing the web project to the level of stable growth, visibility and the search for Yandex and Google.

We do SEO promotion for search engines well and inexpensively. The main objective of promotion of sites and portals consider bringing the web project to the level of stable growth, visibility and the search for Yandex and Google.

Ilya Rostokin

Head of the W3Promo Studio

Write to us about your problem

Resume

The comprehensive approach to SEO promotion of the online brand military clothing shop on the UK market has granted a significant positive outcome in 11 months of cooperation. Web Promotion has successfully eliminated the site’s technical issues, uplifted the overall trust level to the brand, created the qualitative expert content, elaborated and implemented an efficient development strategy.

Key factors of success:

- A deep understanding of SEO and specifics of online UK market and its customers

- Comprehensive approach to technical and cross-marketing tasks

- Engagement of experts and influencers for creation of qualitative content and online shop popularization

- Site optimization considering season trends and needs of the target audience

Not only has our client – the online brand military clothing shop -  received the organic traffic growth, but also a solid foundation for the further online business development. The flow of customers our client’s team received allowed them to shift focus on business processes stabilization, marketing analytics and investing as well as product range expansion.

Right after consolidation and adaptation of the company to the enhanced stream of purchases our client is planning to resume fruitful collaboration with Web Promotion for the further stage of business scaling that includes not only UK but also other markets of military goods.

Ilya Rostokin

07/04/2025

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