Nishat UAE is a fashion retail brand specializing in Pakistani clothing for the diverse and multicultural audience of the UAE. With the increasing demand for ethnic and contemporary fashion, the brand sought to enhance its digital presence and expand its market share through a robust SEO strategy. In February 2024, Adex360 launched a comprehensive SEO campaign focused on semantic optimization, keyword refinement, and high-quality content creation to improve Nishat UAE’s search rankings, domain authority, and organic traffic performance.This case study highlights the strategic execution of SEO efforts and their impact on Nishat UAE’s visibility, traffic, and sales from February 2024 to December 2024.

SEO Strategy & Keyword Targeting

When Nishat UAE onboarded in February 2024, its initial SEO approach involved broad keyword targeting to capture general search traffic. However, to maximize conversions and reach high-intent shoppers, the SEO team at Adex360 refined its approach by shifting focus to semantic search optimization.The revised SEO strategy included:

• Refining keyword targeting to include long-tail, intent-based search terms that aligned with user behavior.
• Implementing semantic SEO to structure content in a way that resonated with search engines and users alike.
• Incorporating collection notes to enrich product category descriptions, improving both SEO rankings and user engagement.

By aligning SEO efforts with search intent, Nishat UAE significantly improved its relevance in organic search, making it easier for potential customers to discover the brand.

SEO Performance Growth (February 2024 – December 2024)

February 2024: Initial SEO Performance

Upon the initial SEO implementation, Nishat UAE achieved moderate rankings, laying the foundation for future growth:

• 17% of targeted keywords ranked on Google’s first page.
• 3% of keywords appeared on the second page.
• 10% ranked on the third page, indicating potential but requiring further optimization.

These early figures highlighted initial traction, but refining content and link-building efforts was essential to achieve stronger results.

December 2024: Remarkable SEO Growth

By December 2024, Nishat UAE experienced a major surge in keyword rankings, demonstrating the effectiveness of its refined SEO approach:

• 76% of targeted keywords ranked on Google’s first page—a 347% increase from February.
• 7% of keywords ranked on Google’s second page, reflecting gradual improvement.
• 10% continued ranking on the third page, showcasing overall progress.

Additionally, Nishat UAE saw a rise in non-targeted keyword rankings, proving the long-term effectiveness of the semantic SEO strategy.

Domain Authority & Site Credibility Growth

Alongside improved rankings, the SEO strategy had a strong impact on Nishat UAE’s domain authority and credibility metrics:

• Domain authority increased by 36%, growing from 11 in February to 15 in December.
• Page authority improved from 30 to 32, enhancing the strength of individual site pages.
• Linking domains more than doubled, increasing from 160 to 351, reinforcing Nishat UAE’s online reputation.
• Total backlinks grew by 40%, increasing from 1.5K to 2.1K, further boosting search rankings.

This consistent domain authority growth highlighted the success of Nishat UAE’s content strategy, technical SEO improvements, and link-building efforts.

Traffic Growth & SEO’s Impact on Sales

The SEO enhancements resulted in a substantial increase in website traffic and keyword expansion:

• Organic keyword rankings increased by 1.3K, showcasing a stronger search presence.

SEO-Driven Sales Growth

• Organic search revenue grew significantly, contributing to a notable percentage of total sales from February to December 2024.
• SEO-driven sales accounted for a major portion of overall revenue, highlighting the effectiveness of Nishat UAE’s content and keyword strategy.

The SEO-driven revenue growth demonstrated that strategic keyword targeting and high-quality content optimization could drive substantial business results, reducing the brand’s dependence on paid advertising.