Read Our Success Story: Yellowberry Turns It Around

Author:

Kyle Roof
May 23, 2024

Categories: 

When you’re launching and growing a business that’s cracking open a unique product market, it’s easy to lose sight of the many interwoven factors that drive traffic to your website and amplify your online presence.


Yellowberry was founded about ten years ago by a seventeen-year-old who was frustrated with the lack of appropriate underwear for her then-tween sister. They were shopping for the younger sister’s first bra and the styles were either too childish or too mature for a girl approaching her teen years.



Apparently, they were not alone. Soon after launching the undergarment business in 2013, the brand took off. Forbes, The New York Times, Good Morning America, Today’s Parent, and other media outlets were enamored by Megan Grassell founding the company at a time in her life when most young women were thinking more about their senior year in high school. Yellowberry also partnered with Target, Bloomingdale’s, Aerie, and other companies interested in its unique products made from soft, colorful materials. 


The Ranking Rollercoaster

As time marched on, Yellowberry’s online presence and organic search results started to slip. Rather than sit idly on the proverbial sidelines, Yellowberry approached High Voltage SEO for help. The site’s rankings had dipped significantly, and Yellowberry needed to turn this around if it wanted to grow and survive.


After a thorough investigation, High Voltage determined that Yellowberry had a solid foundation of backlinks and trust metrics. Unfortunately, these important SEO elements had started to age and lose their effectiveness after the initial push.


To elevate Yellowberry’s search engine results to where they needed to be, the team at High Voltage had to move quickly. We didn’t necessarily have to start from scratch, but it was critically important to drive more online activity to the site as swiftly as possible to keep it from declining any further.


Our Carefully Designed–and Highly Effective–Plan of Action

It was immediately apparent that Yellowberry needed to aggressively expand the base of the site’s content to make it more current and relevant for its customers. A solid backlink foundation was there, but there was no topical authority to speak of. In addition, most of the domain’s traffic was being captured by only two collection pages on the Yellowberry store. 


High Voltage and Yellowberry put their heads together to develop a search engine optimization (SEO) plan. We focused on ways to expand the brand’s commercial keyword presence and make it less reliant on branded keywords. Building fresh link partnerships to support outdated backlinks was a main priority.


After working closely with Yellowberry’s subject matter experts, a straightforward plan was hatched. Search engine optimization efforts focused on:

  •  Releasing as much topically relevant content as possible, relying on Yellowberry’s expertise to guide the process
  • Identifying keywords that could be used to build more high-conversion collection pages for the website.
  • Developing and implementing a continuous and steady link-building process to sustain a strong online presence.


The Success Is in the Details

Within six months, Yellowberry was back on an upward trajectory in all major SEO metrics, and its website was on track for exceptional growth. In fact, year-to-date organic store traffic was up by over 620% and the conversion rate was up by 84% compared to 2022.




Also notable was that the domain’s SEMRush Authority score increased by 128% throughout the SEO campaign, and the site’s non-brand activity increased by 40% (from less than 50% to over 90%).


Yellowberry also managed to capture the top-ranking position for keywords associated with all of its flagship products. The company has since been able to expand its product offerings to include additional clothing collections for its tween customer base.




Get Your SEO Back on Track With High Voltage

If your website is not performing to the best of its abilities, reach out to Adam–our Senior SEO specialist with fifteen years of strategic SEO experience cultivated while working with clients in a wide variety of industries. After understanding your needs and goals, Adam will explain what sets High Voltage apart from other SEO agencies and how we can improve your search engine rankings and boost your bottom line!




About the author 

Kyle Roof

Kyle is responsible for the development and implementation of all SEO techniques used by the SEO agency High Voltage SEO and the SEO tool PageOptimizer Pro. Kyle is also the co-founder of Internet Marketing Gold, a global community of 3000+ SEO professionals who test and prove cutting edge SEO techniques. Kyle is also co-host of SEO Fight Club a weekly YouTube show that covers a multitude of SEO topics. Kyle’s SEO techniques and discoveries are followed by many SEO professionals and business leaders, he has been featured in many respected publications and is a regular speaker on SEO and SEO testing at conferences throughout the world.

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