Case Study
Metro School Uniform – Increasing Organic Sales by 148%
Client: Metro School Uniform
Industry: School Clothing and Supplies
Objective
A regional eCommerce brand specializing in school uniforms and supplies partnered with Blackbelt Commerce to drive brand awareness, attract targeted traffic, and increase conversions during the critical back-to-school shopping season. With no prior SEO infrastructure in place, the client needed a comprehensive strategy that could address foundational technical issues and create lasting visibility in a highly seasonal, competitive space.
Results Snapshot
| Metric | Before (Jan–Jul 2023) | After (Jan–Jul 2024) | Change |
|---|---|---|---|
| Organic Traffic | 6,700/month | 16,000/month | +138.7% |
| Domain Authority | 6 | 24 | +300% |
| Top-5 Ranking Keywords | 0 | 22 | +2200% |
| Organic Sales | $16,000 | $39,000 | +148.2% |
Challenges
The client’s growth was hindered by several obstacles. Operating within a seasonal cycle, their traffic and sales windows were short, making it difficult to build momentum across the year. They also lacked any historical SEO investment, which meant their domain authority was low, and they ranked for few—if any—relevant keywords. The website had significant technical problems, including slow load times, crawl errors, and a non-responsive mobile layout. Additionally, content across the site was outdated and lacked keyword relevance, resulting in low engagement and poor visibility on Google. The brand also struggled with minimal online recognition and virtually no presence on trusted educational or community websites.
Solution
Blackbelt Commerce began by conducting a comprehensive technical SEO audit. We prioritized resolving critical site health issues including broken links, duplicate pages, crawl inefficiencies, and mobile usability. These fixes laid the foundation for long-term growth and better indexability. Our keyword research identified both seasonal and evergreen opportunities, such as “school uniforms by grade level” and “durable back-to-school backpacks.” These informed a refreshed on-page strategy that included rewriting meta tags, optimizing internal links, and rebuilding product and category pages for better UX and SEO alignment. In parallel, we launched a local-focused link-building campaign. We secured backlinks from education blogs, PTA newsletters, community directories, and trusted school-related platforms. Content-wise, we created school buying guides, blog posts on popular uniform trends, and tips for families preparing for back-to-school—effectively combining SEO and value-driven storytelling to attract and engage users during peak shopping periods.
Our SEO Approach
Keyword Research
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Focused on local and niche queries such as “custom school uniforms” and “affordable back-to-school clothes”
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Identified evergreen vs. seasonal keyword patterns
Technical SEO
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Fixed broken links, crawl errors, and structural issues
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Enhanced page speed and ensured mobile responsiveness
On-Page Optimization
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Updated outdated product and category pages with relevant keywords
Link Building
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Earned backlinks from local education blogs and parent communities
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Submitted content to local school directories and community sites
Content Strategy
Results
In just six months, the client’s organic traffic increased by 138.7% compared to the same period the year before, with over 16,000 users visiting the site organically. Domain authority rose from 6 to 24, significantly improving the brand’s credibility in search engines. Additionally, 22 competitive keywords reached top 5 rankings on Google, many of which were directly tied to product pages and seasonal blogs. Most notably, organic sales rose by 148.2%, climbing from $16,000 to $39,000—all without any reliance on paid advertising.
Conclusion
Blackbelt Commerce transformed an under-optimized, seasonal eCommerce site into a scalable, high-converting SEO performer. By addressing deep technical issues, building authority through content and links, and aligning strategy with the school year calendar, we helped the client maximize their visibility and revenue during the most important time of the year. This case shows how effective SEO can be—even for seasonal businesses starting from zero.
