Broken Society is a UK-based alternative apparel brand that stands out for its tattoo-inspired clothing and accessories. The brand collaborates with talented in-house artists who create original, meaningful designs printed on ethically made garments. With a distinct style that appeals to a growing niche market, Broken Society’s focus on bold colour palettes and creative artwork makes it a recognisable name in the alternative fashion space.
When they approached Ink Digital, Broken Society aimed to significantly boost their online visibility and attract more traffic to their site. They wanted to increase their rankings for relevant keywords, ultimately driving higher organic traffic and sales. The brand also sought to enhance their conversion rates (CRO) to capitalise on their growing presence. With these goals in mind, Broken Society hoped to leverage Ink Digital’s expertise in SEO to improve their website’s performance and drive more meaningful results in a competitive market.
Broken Society wanted to target specific keywords that would attract their ideal audience. By ranking higher for these terms, they aimed to increase their visibility and become more discoverable to customers searching for tattoo-inspired clothing and accessories.
With a focus on increasing organic traffic, Broken Society aimed to optimise their website’s content and structure. This would drive more relevant visitors from search engines, allowing the brand to reach a wider audience and generate higher-quality leads.
Broken Society sought to optimise their website’s user experience to encourage more conversions. By enhancing key CRO elements, such as navigation, design, and call-to-actions, they hoped to improve engagement and turn visitors into paying customers.
To help Broken Society meet their goals, Ink Digital developed an SEO strategy focused on both short-term and long-term growth. The foundation of the strategy was thorough keyword research, identifying relevant search terms to target across 18 pages of the site. This process involved competitor analysis and a deep dive into content opportunities, ensuring that Broken Society was targeting the right keywords and positioning themselves as a strong player in their niche.
Technical SEO was another priority. Ink Digital worked with Broken Society’s developers to address issues such as redirect fixes, pagination and canonical problems, and H1 and title tag implementation. By ensuring the site’s technical health was optimised, we laid the groundwork for ongoing performance improvements.
Link building was a key element, with efforts focused on acquiring backlinks from reputable domains to boost the authority of key pages like the homepage and T-shirts page. Finally, Ink Digital also conducted an audit of Broken Society’s existing blog content, refining and enhancing it to create more opportunities for organic traffic.
Before working with Ink Digital, Broken Society’s website was averaging less than 600 impressions per day. The keyword rankings were stagnant, and their visibility in search results was limited. With an average keyword ranking position of around 37, there was significant room for improvement. The site was ranking for just 267 keywords in June, and the overall SEO strategy had not been optimised to its full potential.
After executing Ink Digital’s tailored SEO strategies, Broken Society saw immediate improvements. Impressions grew significantly, with a 97% increase in the last three months compared to the previous period. Daily impressions jumped from around 600 to 1300, demonstrating a growing visibility in search engines. At the same time, clicks increased by 48%, reflecting the effectiveness of the enhanced SEO strategy and improved user engagement. This transformation highlights the impact of a strategic SEO overhaul on both visibility and user interaction.
146% increase in keyword rankings: Broken Society’s website now ranks for 657 keywords, up from 267 in June, reflecting a dramatic improvement in organic search visibility.
87% increase in revenue: The boost in traffic and improved conversion rates led to a significant increase in revenue. The Average Order Value (AoV) increased by 6%, and new users grew by 77%.
Through a strategic mix of technical optimisation, content refinement, and focused link-building efforts, Ink Digital was able to transform Broken Society’s online presence. The brand saw a significant rise in keyword rankings, traffic, and revenue, all of which contributed to a more successful and profitable digital strategy. This case study demonstrates how a bespoke SEO approach, built on strong foundations, can help businesses like Broken Society reach new levels of growth and success. With the right strategy in place, Ink Digital’s expertise continues to deliver measurable and lasting results for our clients.
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