Legging It to the Top: Llama Leisure SEO Case Study

Llama Leisure is an online leggings and casual wear brand based in the UK. They came to us in April 2024, having not worked with an SEO agency before and looking to increase organic traffic to the site. Their main offerings are colourful and vibrant patterned leggings with a range of full-length, capri and pocket options. They also offer shorts, joggers, sweatshirts and a new activewear range.

Collection Page Optimisations: A large focus in the first 6 months of the campaign was optimising collection pages. We carried out comprehensive keyword research to understand what our target audience were searching for and provided optimised title tags, meta descriptions, h1s and a new above the fold content strategy that ranked for a range of niche specific keywords and improved our internal linking structure. This strategy allowed us to rank for high search volume, primary keywords, with Llama Leisure sitting between big names like Gym Shark, Fabletics, Adidas and John Lewis on the first page of Google UK.

Category Creation: We identified new collection page opportunities for existing products to allow us to rank for niche specific keywords and close the gap with competitors. Alongside this, we put together cases for new product opportunities. When we first started working together, the business was offering casualwear leggings, however there was a huge market for ‘gym’ and ‘sports’ leggings. We worked together to action this plan and create optimised categories for a new activewear range.

Targeted Backlink Acquisition: Our tailored and consistent backlink outreach approach ensured 2-3 backlinks were acquired each month. This contributed to a boosted domain rating and rankings, support for our most important pages and allowed us to leverage authority from external sites.

CMS Limitations

Some of our key collections were set up as tags, meaning that we couldn’t craft unique on-page content for each one. We worked with Llama Leisure to set up new, customisable collection pages. A further challenge we had to overcome in this process was that we were not able to set up redirects to the new pages and transfer authority and rankings, thus we were essentially starting from scratch.

Perseverance with the CMS and a ‘trust the process’ attitude allowed us to find technical workarounds and create collections that were well optimised for search engines, before gaining top 1-3 rankings for some of our target primary keywords.

Competing Against eCommerce Clients

Whilst we were closing the gap with industry-specific competitors, we were also up against large household names when it came to some of our broader, high search volume, yet very relevant, keywords.

Commitment to extensive research and the creation and optimisation of collection pages allowed us to hold our own against some of these big names and land those top 1st page positions. Whilst it can be a continuous battle to stay on par with these sites, by putting in the groundwork and staying up to date with our rankings and user search behaviour, we’re continuing to push these boundaries.