How Frankies Bikinis Grew Overall Keyword Reach 234% in Six Months
Frankies Bikinis is a female led beachwear brand known for fashion forward designs, innovative fabrics and inclusive styles for every body. In 2012, mother and daughter Mimi and Francesca Aiello began designing bikinis in Malibu, and have since worked with Gigi Hadid and Naomi Osaka. They joined OMG in April 2022.
54%
Increase in Branded Clicks
234%
Increase in Overall Keyword Reach
29%
Increase in Domain Rating
Services
Industries
- Retail & E-Commerce
Challenges
- Duplicate page titles and duplicate H1s creating keyword cannibalization.
- URLs with only one followed internal link, inheriting minimal link equity.
- Broken internal URLs and isolated URLs with no incoming anchor links from internal URLs.
- A Shopify error causing pagination duplication among URLs.
- Images missing alt text, internal redirected URLs, and missing meta descriptions.
- Seasonal downtrends across a highly competitive swimwear vertical.
Our Approach
Maximize visibility in the highly competitive swimwear vertical and reach a position of digital dominance.
Campaign goals:
- Increase Revenue, increase traffic and decrease CPA
- Aimed to grow sales by 5-15% YoY
Strategy & Execution
- Technical issues prioritised from the start — the full technical backlog was triaged and resolved before scaling content.
- Focused on non-branded search terms to help stabilise seasonal downtrends.
- Prioritised website restructure and pagination due to a Shopify error causing pagination duplication among URLs.
- Improved internal linking on popular category pages for best practice purposes, as the website contained ‘heavy’ product subfolders affecting user experience and authority.
- Content and link building on popular non-branded keywords to increase authority and traffic to popular category pages and the site overall.
Key Results
Organic traffic results within 6 months:
- Increased Users by 11.7% YoY (from 464K to 519K)
- Increased New Users by 14.9% YoY (from 416K to 478K)
- Increased Sessions by 12.6% YoY (from 702K to 791K)
- Increased Overall Keyword Reach by 235% (from 16.3K to 54.6K)
Organic visibility results within 6 months:
- Branded: 54% increase in clicks (from 388K to 599K)
- Branded: 26% increase in impressions (from 1.4M to 1.77M)
- Non-branded: 9% increase in clicks (from 83.8K to 91.2K)
- Non-branded: 31% increase in impressions (from 5.79M to 7.61M)
Non-branded keyword results as of Sept 2022:
- ‘bikinis’ – ranked #6 (search volume 2,240,000)
- ‘bikini sets for women’ ranked #9 (search volume: 8,100)
- ‘Seamless bikini bottoms’ – ranked #10 (search volume: 1,300)
Authority results since campaign start (April 2022):
- Domain rating – increased from 49 to 63 (29% increase)
- Referring domains – increased from 1502 to 2070 (38% increase)
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