Gabe is a clothing manufacturer that helps Canadian fashion companies launch new products at scale. They work with established brands like OVO and Encircled, while also guiding clothing startups from product iteration to first-time manufacturing.
Gabe Clothing hired me to promote their two main offerings. Their private label production service, and their luxury blanks program (pre-made garments that brands can embroider, print, and design on).
Gabe Clothing particularly wanted to reach more clothing startups with their blanks program.
When we started, Gabe Clothing's online store relied predominately on social media performance for traffic. Month-to-Month, this resulted in fluctuating online sales for their luxury blanks.
Our goal, was to build an enduring, evergreen flow of traffic. We agreed on a strategy that centered on Gabe Clothing building a knowledge hub for clothing startups.
Additionally, we committed to a web-redesign and a content revamp for all of Gabe Clothing's product and landing pages.
These efforts enabled Gabe to rank first for the keyword "Clothing Manufacturing", in Canada, and capture more organic traffic from other non-branded keywords.
When formulating our content strategy, two considerations stood out.
After analyzing Gabe Clothing's competitors, we saw that most were not keeping active blogs. This meant there was a fairly straightforward opportunity for us to rank longform content, so long as we could choose the right content pillars and keywords.
The other consideration surfaced after we took a critical look at the usual buyer's journey for the brands we wished to reach. We realized for both experienced and newer brands alike, the personalized nature of custom clothing manufacturing meant they needed answers to new, highly-specified questions at the start of every production journey
Before committing to a manufacturer, brands needed answers to their manufacturing questions, and also needed to gauge which manufacturers had the expertise to fulfill their orders.
By ranking informative and helpful content in search, covering the breadth of Gabe Clothing's manufacturing experiences, we were able to signal our expertise to brands and build trust, even before our first meeting.
Using commonly asked questions from our sales calls and consultations with brands, we identified content areas that would both help and entice our target audience. From there, we wrote three well-structured, keyword rich blog posts a week, pre-empting our audience's commonly asked questions with useful content in search.
The Results: 190% Organic Search Traffic Growth, 344 Wholesale Partnership Signups.
After auditing Gabe's SEO, we found that competitors' product pages were appearing more frequently in search. And while Gabe's landing page ranked fairly well for keywords related to manufacturing, it wasn't visible when it came to blank clothing keywords.
Since our goal was to improve the online sales of our blanks, we spent time looking deeper into SEO best practices suited particularly for fashion e-commerce. Once we identified a list of actionable improvements for Gabe's website, we set out on our re-design.
The solutions we implemented: A revamped website with modern design, keyword rich product pages, better navigation, and organized product collections.
Finally, we researched relevant, non-branded keywords in SEMrush and incorporated them throughout our pages and blogposts, helping drive traffic to our new and improved site.
This, along along with a modest link building strategy, adding alt text and descriptive naming to all image files, re-structuring headers on older pages, and working on speed optimizations, launched Gabe into the top five for most clothing manufacturing related keywords in Canada, and boosted many of their blank products onto the first page of Google.
4x Increase
in Online Store Sales
2x Increase
in Wholesale Account Purchases Online.
Growing in daily search impressions
from 1500 to over 7000.
First place rankings in Canada for Keywords:
Clothing manufacturer, Hoodie manufacturer, Apparel manufacturer, Clothing Supplier.
