SEO Case Study for Fjällräven

In order to analyse the current conditions, understand how to improve performance and plan the subsequent work, competitor analysis, keyword research and new page creation research, tech audit and toxic backlink analysis were conducted.

Following the action plan regarding on-site optimisation after the keywords mapping works, important missing categories were added to the main navigation. The page speed improvements for the mobile version were applied, and 404-page responses and 301 redirects were adjusted. LION’ SEO Team also worked on absent, short and duplicated meta descriptions and titles, H1 issues as text adjustments and tag optimisation.

We reviewed the website’s overall architecture, mapped out the demand and defined new categories to add to the website. The creation of new pages with unique content, link acquisition as well as Schema data markup began already from the first months of LION’ work. Some existing content pages were complemented with FAQ content, and internal linking was implemented. Constant monitoring allowed us to discover the out-of-index pages and optimise them. As part of the external optimisation works, the Google My Business profile was reviewed, and the products were uploaded.