Case Study
Capelin Crew
Helped the UK’s Clothing eCommerce Business Dominate SERPs with High-Performance SEO
URL: https://capelin-crew.com/
Focused services: On-page SEO, Link building , Content marketing
Business type: Business-to-consumer
Client industry: Ecommerce
About the Capelin-Crew
Capelin-Crew is a fast-developing outdoor apparel company that specializes in functional snowboard and ski jackets: 3-layer windbreakers, insulated jackets, snow jackets, hoodies, bibs, hooded, and accessories. The brand began in China in 2014, and it currently has a foreign presence in Toronto, Canada.
Capelin-Crew boasts of being fashionable and practical at the same time: the work is done with a high level of care, the materials are looked into, and the outer is also provided with a high level of stability under extreme snow, wind, and cold conditions. Its mission is to empower adventure seekers with high-quality winter wear and to focus more and more on sustainability, ethical sourcing, and style.
- Web Design & Development
- Search Engine Optimization (SEO)
- Pay-Per-Click (PPC) Marketing
- Content Writing
- Paid Social Media
Key Objectives/Requirements
- Enhance organic traffic on high-intent keywords, based on their products like snowboard jackets, windbreakers, ski pants, snowboarding outerwear, waterproof snow gear, etc.
- Improve organic search rankings for product categories and pages to create additional quality leads and sales.
- Increase the brand authority and trust indicators, such as site speed, mobile usability, user reviews, and content that makes Capelin-Crew one of the experts in winter sports gear of the highest quality.
- Increase conversions (sales), AOV (average order value), and retention through content facilitated by SEO: buying guides, sizing, material, and fit information, highlighting sustainable practices.
- Make sure that technical SEO complies with the current norms of the SERP: Core Web Vitals, structured data, mobile-first indexing, image optimization, and so on.
Outcomes We Delivered
| S. No. | Keywords | Google (USA) |
|---|---|---|
| 1 | capelin crew | #1 |
| 2 | capelin jacket | #1 |
| 3 | 3L Windbreaker jacket | #1 |
| 4 | pullover snow jacket | #1 |
| 5 | mens 3L windbreaker | #1 |
| 6 | 3l climb jacket | #2 |
| 7 | womens 3L Windbreaker | #2 |
| 8 | snowboard pullover jacket | #2 |
| 9 | Pantalón de snowboard | #3 |
| 10 | snowboard outfits | #3 |
| 11 | chaquetas de snow | #4 |
| 12 | chaqueta de snowboard | #4 |
| 13 | pullover ski jacket | #4 |
| 14 | waterproof snowboard jackets | #4 |
| 15 | pink snowboard jacket | #5 |
| 16 | ski hoodie waterproof | #5 |
| 17 | pullover snowboard jacket | #6 |
| 18 | chaqueta snowboard hombre | #6 |
| 19 | mens snowboarding jackets | #6 |
| 20 | snowboarding jackets for women | #7 |
Our Game-changing SEO Plan
Phase 1: Intent-based Keyword Research & Optimization
- down to seasonal long-tail keywords (e.g., best snowboarding jacket under California 300, waterproof windbreaker women with taped seams, lightweight ski bibs spring snow) to hit the mid-funnel buyer interest.
- Competitor gap analysis: Determined what the best competitors (niche and larger outdoor brands) were ranking (keywords and type of content) in the form of a blog post, guide, product features, video content, etc.
- Local/Globalization mapping: Since Capelin-Crew ships all over the world, we have examined search behavior at various locations (UK, Canada, US, EU) and have decided what terms require geo-targeted content, currency/size/exchange rate localization, and shipping information to be shown.
Phase 2: UX Optimizations and Technical SEO Improvements
- Performance and optimization of the site: WebP compression and next-generation images (WebP), lazy loading, and better server response times. Assured Core Web Vitals (LCP, FID, CLS) scores are in the Good range.
- Mobile-first design changes: Secured product pages, navigation, and filters adaptable to the mobile users, touch targets, reduced menus, and are not slow on mobile cellular networks.
- Product schema implemented: Implemented Product schema, Review schema, and FAQ schema. Optimizing pages for schemas got the website on snippets (ratings, price, product catalog, etc.)
Phase 3: Optimization of Content & Page Structures
- Optimizing existing content: Updated meta tags such as titles and descriptions, improved content hierarchy on each page, and enhanced heading structures.
- Category page enhancements: Replaced category intro content (e.g., Winter Jackets, Snowboard Pants, etc.) that explains how they perform, usage, maintenance, and fit. Ability developed interconnectivity in similar products, blogs.
- Educational content strategy: Educational pieces drawn: buying guides, how-to articles, comparison articles (e.g., Windbreaker vs insulated jacket: What to choose), style and care tips, and sustainability. These not only attracted users but also generated authority and reduced bounces.
Phase 4: Off-Page & Local Signal Enhancement
- Qualified backlinks creation: Find superior spots in outdoor and adventure magazines, gear review websites, and winter sports blogs. Also concerned with regionally relevant areas in the UK, Canada, etc.
- Increased brand mentions: Collaborated with snow-sports influencers, micro-influencers, and snowboarders/skiers to create content that redirected to Capelin-Crew. Invited others to come to product- or guide pages, also using image-based platforms (Instagram, Pinterest).
- Improved local/trust signals: Higher trust on visible policies (returns, shipping), visible about us, addresses (Toronto office), and marketplace/wholesale presence. Verified that all business details were the same (NAP) on the web.
“Our relationship with Esearch Logix has changed the way our site is working. We became practically invisible, with many of our core product terms, to be competitive in the leading international markets. More to the point, there has been an increase in our inquiries and RFQs on organic channels. All the difference was the technical expertise and knowledge, the content strategy, and constant communication of the team.”
Feedback from Veikong Electric
How We Succeeded Stage-by-Stage?
| Phase | Intervals | Key Activities / Milestones |
|---|---|---|
| Stage 1 | Month 1 | SEO audit; resolve severe technical problems; speed improvement; mobile improvement; tracking setup; keyword research and mapping. |
| Stage 2 | Months 2-3 | Add more product pages; include downloadable specs; commence blogging; commence localization on top priority markets. |
| Stage 3 | Months 4-5 | Off-page outreach; create backlinks; roll out case studies and event content; optimize UX and product filtering. |
| Stage 4 | Months 6-7 | Intensive content creation in localized markets; perfect conversion paths; track keyword trends; improve poorly performing content. |
| Stage 5 | Months 8-9 | Scale content in winning topics; additional technical optimization; trade show content optimization; calculate ROI on lead generation and form submissions; create a long-term content calendar. |
The Results
10+
Keyword in Top #10
+576%
Monthly Leads
+12%
Ad Conversions
+293
New Positive Reviews
