Client / Brand: River Shore (sportswear brand)
Scope: Search Engine Optimisation (SEO) + Digital Marketing
Objective: To increase online visibility, drive organic traffic, improve conversion rate, and build brand awareness for River Shore’s sportswear website.

Background

River Shore is a sportswear brand specialising in active-wear for sports & fitness enthusiasts. Their website, before our engagement, was live but had limited organic traffic, weak keyword visibility, inconsistent branding, and minimal digital marketing efforts. They wanted to grow their e-commerce presence, attract new customers, and increase sales via online channels.

Challenges

  • Highly competitive niche (sportswear & active-wear) with many established global brands.
  • The website had limited SEO: poor meta tags, few backlinks, a weak content strategy, and slow page speed.
  • Digital marketing efforts were non-consistent: social media posts without targeted ads, no conversion tracking.
  • Mobile traffic was high, but mobile experience and core web vitals were below ideal, hence the bounce rate was high.
  • Brand awareness and ad spend needed to be efficient (tight budget) for maximum ROI.

Strategy & Implementation

1. Keyword & Content Strategy:

  • Performed keyword research focusing on sportswear categories, high-intent keywords (e.g., “buy sportswear online Pakistan”, “performance gym wear men”).
  • Mapped keywords to product pages and category pages. Created new content (blogs, guides) around sportswear buying tips, fitness trends.
  • Optimised meta titles, descriptions, H1/H2 tags, alt text, and internal linking for product & category pages.

2. Technical SEO & Performance Enhancement:

  • Improved page speed: image optimisation, lazy-loading, minified CSS/JS, cache implementation.
  • Ensured mobile-first design, improved core web vitals (LCP, FID, CLS).
  • Set up structured data (Product schema, Breadcrumbs) for e-commerce visibility in search.
  • Fixed crawl errors, duplicate content, and improved site architecture for better indexation.

3. Off-Page & Digital Marketing:

  • Built high-quality backlinks via fitness blogs, brand collaborations, influencer outreach, and guest posts.
  • Ran social media campaigns (Facebook, Instagram) showcasing new collections, user-generated content (athletes wearing River Shore).
  • Set up Google Ads + Meta Ads for remarketing (site visitors who didn’t purchase) and new-user acquisition.
  • Email-marketing: launched monthly newsletters, Flash-sales to loyal customers, segmented lists by behaviour.

4. Monitoring & Conversion Optimisation:

  • Set up Google Analytics + Search Console + e-commerce tracking to monitor sessions, bounce rate, conversion rate, and average order value.
  • Weekly & monthly dashboards to track key metrics: organic traffic, keyword positions, ad-ROI, sales.
  • A/B tested homepage banners, product page layouts, and CTAs to improve conversion rate.

Features & Deliverables

  • Keyword-mapped content plan: product pages fully optimised for target keywords.
  • Technical audit report + implementation of fixes (site-speed, mobile-ux, structured data).
  • Digital marketing asset creation: social-media creatives, ad-copy, email templates.
  • Monthly backlink & content-marketing plan.
  • Conversion tracking set up & CRO tests implemented.

Results & Impact

After the campaign period, the following results were achieved:

  • Organic search traffic increased by +95% compared to the previous period.
  • Keyword rankings in Google’s top 10 increased from 12 to 38.
  • Average page-load time reduced from ~6s → ~2.5s; mobile PageSpeed score improved from ~40 → ~75.
  • Listing/enquiry/ sales conversions (depending on goal) improved by +100%.
  • Ad-ROI improved: cost per acquisition (CPA) decreased by -30% (e.g., -30%).

Key Takeaways

  • Even in highly competitive e-commerce niches like sportswear, a focused SEO + digital marketing strategy can yield strong results.
  • Technical performance (page-speed & mobile UX) is foundational for conversion and SEO success.
  • Combining product-focused optimisation with content marketing (blogs, influencers) helps build authority and drive traffic.
  • Consistent monitoring and optimisation (CRO) turns traffic into sales more effectively than just ad spend.

Next Steps & Recommendations

  • Expand content marketing into video format (e.g., athlete endorsements, product performance demos) to support SEO & social.
  • Launch loyalty programme/email automation (abandoned cart, repeat purchase offers) to boost customer lifetime value.
  • Explore international markets (if not already) with geo-targeted campaigns/SEO.
  • Continue building high-quality backlinks (fitness-/sports-niche) and monitor algorithm changes.
  • Analyse customer behaviour data to expand product line and personalise offers.