From Overlooked to Authoritative: Masumi’s SEO Foundation
Founder Ali Nowroozi spent eleven years in the wig industry before building Masumi Headwear for people who wanted headwear that was beautiful, not just functional. OMG has run their SEO since December 2024.
35%
Increase in Top 3 Keywords
102%
Increase in Referring Domains (from 386 to 780)
4.4%
Increase in Total Keyword
Services
Industries
- Retail & E-Commerce
Challenges
- Internal linking, URLs with only a followed incoming link from one other URL on the website inherit a small amount of link equity, which can make ranking very difficult.
- Metadata, titles and H1 titles were not optimised with keywords, an essential part of any SEO strategy — blog pages in particular were not optimised.
- 404 cleanup, new pages returning a crawl status of “Not Found” that may still hold value and needed redirecting.
Our Approach
- Maintain and build up competitive SERP results through monthly link building and continual Google health checks.
The goal? To rank highly for large volume keywords to increase the amount of qualified leads and organic ROI.
Strategy & Execution
- Technical SEO enhancements, internal linking, metadata refresh in batches, and 404 cleanup to improve keyword indexation across core pages.
- Enhanced site visibility, steering content development across existing and new category pages, targeting a broader range of relevant keywords.
- Creating quality backlinks, to help improve organic traffic and keyword indexation as we add more keywords and backlinks over time.
- Priority category link targets, chemo hats, chemo caps, chemo hats for women and chemo scarves category pages.
Key Results
AUTHORITY RESULTS SINCE NOV 2023
- Domain rating – increased from 29 to 34
- Referring domains – increased from 38 to 780
PRIORITY KEYWORD RANKING WINS:
- 3 for ‘chemo sleeps caps’ – search volume: 110 (baseline 11)
- 2 for ‘caps for chemo patients’ – search volume: 140 (baseline 57)
- 2 for ‘chemo beanie’ – search volume: 1,300 (baseline 42)
- 3 for ‘cancer headwear’ – search volume: 100 (baseline 8)
- 3 for ‘chemo hats’ – search volume: 2,400 (baseline 23)
KEYWORD REACH RESULTS SINCE CAMPAIGN START:
- Top 3 keywords – increased by 37% (from 220 to 302)
- Total keyword indexation – increased by 4.4% (from 4,345 to 4,538)
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Find Your Biggest SEO Growth Opportunities with OMG
Our SEO services help uncover where your website can improve visibility, attract higher-intent traffic and generate stronger leads. With technical SEO, content, links and transparent reporting working together, OMG builds organic growth that can keep compounding over time.
