Implemented SEO and digital marketing for River Shore, enhancing visibility, organic traffic, and conversions. Optimized site performance, mobile UX, product pages, and content, while running targeted social and paid campaigns. Achieved higher keyword rankings, faster load times, and increased sales, strengthening the brand’s online presence in a competitive sportswear market.

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.