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How Kawtung Grew Unique Users 202.55% In 6 Months

Project Scope: Strategy, Search, Data

The Challenge

Kawtung is a fashion and lifestyle website that shares useful knowledge with its readers. It writes with teenagers in mind, and it describes itself as a lifestyle website for anyone, whoever they are.

Competition among fashion and lifestyle websites is high. In search, Kawtung competes with large news websites that already have a strong presence on Google. Kawtung had tried search engine optimisation (SEO) before without the growth it wanted, so it asked Primal to grow its organic traffic, the visits that come from unpaid search results.

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Our Approach

Primal designed an SEO programme to improve how Kawtung performed in organic search. It combined high-quality content, technical work on the website and keywords chosen for precise targeting.

For the technical work, Primal updated the sitemaps, the Extensible Markup Language (XML) files that list a website’s pages for search engines, and optimised the robots.txt file, which tells search engines which pages to crawl. Each keyword was specific and chosen to raise the website’s visibility in search results.

Every blog article followed the expertise, authoritativeness and trustworthiness (E-A-T) principles, with the aim of making the website a reliable source of information on fashion and lifestyle.

  • A smiling young woman at a laptop holding a phone in one hand and a bank card in the other, a small potted plant beside her
  • Hands with a ring typing on a laptop keyboard on a wooden desk in warm light, a stethoscope lying in front
  • A laughing woman in a yellow blazer walking along a city street, looking at her phone and holding a paper coffee cup

Outcomes Achieved

Primal began with high-quality content written for the people Kawtung wanted to reach. The updated XML sitemaps and the optimised robots.txt file improved the website’s technical performance and made its pages easier for search engines to reach. The targeted keywords were used across the whole website and raised its visibility in search results.

With every blog article written to the E-A-T principles, Kawtung’s organic traffic grew. In 6 months, unique users from organic search grew 202.55%, organic clicks grew 200.1% and impressions grew 109.7%.

  • 202.55%Increase in Unique Users
  • 200.1%Increase in Organic Clicks
  • 109.7%Increase in Impressions

Key Insights

  • In search, Kawtung competes with large news websites that already have a strong presence on Google.
  • The SEO work combined high-quality content, technical work on the XML sitemaps and the robots.txt file, and specific, targeted keywords.
  • Every blog article followed the E-A-T principles, and in 6 months unique users from organic search grew 202.55%.

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