How Ecommerce SEO Increased Watch Strap Sales

CLIENT BACKGROUND

Before Working With Us

• The client is a reputable leather craft brand specialising in handcrafted leather watch straps. Known for their precision craftsmanship and use of premium materials, they offer a range of bespoke and ready-made watch straps for collectors, enthusiasts, and everyday users.

 

• During our discovery session, it was clear that the client had minimal online visibility. While they relied on word-of-mouth referrals and repeat customers, they struggled to attract new buyers through organic search. Their website, while visually appealing, was not SEO-optimised, making it difficult to rank for key search terms like “custom leather watch straps” or “handmade leather watch straps.”

 

• With growing demand for personalised accessories and online shopping, it became essential for the client to strengthen their digital presence and increase visibility on search engines to compete with newer brands investing in SEO.

The Behind The Scenes Work

Planning An International SEO Campaign At The Enterprise Level

Keyword Research And Analysis

Our in-depth SEO keyword research for Singapore revealed an average monthly search volume of 600+ for keywords related to “leather workshop” over the past 12 months. Our further analysis shows strong potential to rank these keywords, as their low difficulty scores make achieving first-page visibility feasible.

Additionally, the cost-per-click (CPC) rates for these terms are affordable, offering a budget-friendly opportunity for targeted dental and orthodontic Search Engine Marketing (SEM) efforts. These would be perfect as SEO efforts require a longer time to bear results, the clinic can capitalize on SEM to acquire leads.

SEO AUDIT

To increase the client's visibility in search results and drive more organic traffic to their leather watch strap website, we conducted a comprehensive SEO audit. This process identified key areas for improvement across on-page, off-page and technical SEO factors. Here are the main issues we uncovered:

• Outdated Website Structure: For a leather watch strap e-commerce website, user experience (UX) is crucial. Our audit revealed that the site’s structure and design were not fully optimised, leading to slow page speeds, poor navigation, and a lack of intuitive product filtering. These factors increase bounce rates and discourage visitors from exploring product pages. Simplifying the site’s layout and improving the product search and filtering system can create a seamless experience that boosts conversions.
• Inefficient Header Optimisation: Proper header structure (H1, H2, H3) helps search engines understand the page’s content. Our audit found that several product and category pages were missing H1 tags or contained multiple H1s, confusing search engines. This was particularly evident on the homepage and key product pages like “Custom Leather Watch Straps” and “Handmade Leather Straps for Watches.” Updating the header structure and adding relevant location-based keywords will improve rankings for highly searched terms like “Handmade Watch Straps Singapore”.
• Poorly Written or Missing Metadata: Meta titles and descriptions are essential for attracting clicks from search engine results. Our audit revealed that several key pages, such as the homepage and category pages, had missing or duplicate meta titles and descriptions. Those that did exist were not optimised with relevant keywords like “Custom Leather Watch Straps” and “Handmade Watch Straps.” Additionally, there were no strong Call-to-Actions (CTAs) in the meta descriptions to entice users to click. By optimising meta data with compelling CTAs like “Shop Custom Leather Watch Straps” or “Handcrafted Straps – Order Now”, we can increase click-through rates and drive more traffic.
• Weak Backlink Profile: Backlinks from reputable websites signal to search engines that the site is trustworthy and authoritative. Our analysis found that the website had a low backlink profile, with few inbound links from relevant sites in the leather, watchmaking, or fashion industries. Competitor analysis revealed that similar brands were earning backlinks from watch review sites, forums, and craftsmanship blogs. To compete, the client will need to secure backlinks from niche websites, watch enthusiast forums, and local leatherworking blogs to boost their domain authority.
• Absence of Strong Call-to-Actions (CTAs) on Key Pages: Call-to-Actions (CTAs) are crucial for e-commerce websites. Our audit revealed that product pages and category pages lacked compelling CTAs to prompt users to “Buy Now,” “Customise Your Watch Strap,” or “Shop Leather Straps.” In many cases, CTAs were not prominent or action-oriented, leading to missed conversion opportunities. We recommend adding clear and strategically placed CTAs on product pages, the homepage, and checkout pages to drive purchases and enquiries.
• Lack of Blog Content for Long-Tail Keywords: Blog content plays a vital role in SEO by targeting long-tail keywords and showcasing product expertise. Our audit revealed that the website lacked a blog or resource centre, which limits its ability to rank for informational searches like “How to Choose a Custom Leather Watch Strap” or “Best Handmade Watch Straps in Singapore.” Blogs offer an opportunity to attract organic traffic from customers searching for advice and product reviews.
• Mobile-Friendliness and Responsiveness: With more users shopping on their phones, having a mobile-friendly website is essential for e-commerce. Our audit revealed that the client’s website was not fully responsive, with images, navigation menus, and product filters not displaying correctly on mobile devices. Mobile shopping accounts for a significant portion of e-commerce purchases, so it’s critical to improve the mobile experience. Fixing this issue will lead to lower bounce rates, higher engagement, and increased purchases.
• On-Page SEO Issues: Many product descriptions were either too short or lacked relevant keywords like “custom leather watch straps” and “handmade leather straps.” We recommend rewriting product descriptions with user-friendly language and natural keyword placement.
• Missing Image Alt Text: Product images lacked descriptive alt text, which affects the website’s ability to rank in Google Image Search. This is a missed opportunity, as customers searching for watch strap images are likely to have purchase intent.
• Keyword Stuffing: Some product pages were found to have unnatural keyword stuffing, which could lead to Google penalties. Replacing this with natural, customer-focused content will improve the page's relevance and rankings.

RESULTS OF OUR CAMPAIGN

After Working With Us

When we were engaged for this campaign, our objective was clear: establish a strong online presence for the client in search results and drive organic traffic and conversions for their leather watch strap business. Our strategy focused on on-page optimisation, and content creation to position the client as a leading provider of custom leather watch straps. 

Here’s how we did it:

Page Titles Optimised for Search and Clicks: We revamped all page titles to ensure they were user-friendly, keyword-targeted, and followed SEO best practices. Each page title was crafted to be 30-60 characters long, unique, and focused on driving clicks from search engines. Key pages like “Custom Leather Watch Straps”, “Handmade Watch Straps for Collectors”, and “Leather Watch Straps Singapore” were optimised with relevant, high-impact keywords to increase visibility for high-intent searches.

Metadata & Header Optimisation: To ensure search engines understand the website's content, we overhauled the meta titles, descriptions, and headers (H1s, H2s). We embedded key search terms like “Handmade Leather Watch Straps”, “Custom Watch Straps”, and “Luxury Watch Straps Singapore” into the meta data. This structure helps search engines index the pages effectively and improves the likelihood of higher rankings. Additionally, our team ensured each product page and category had a unique H1 tag to avoid duplication issues.

Call-To-Actions (CTAs) That Drive Sales: Clear, action-oriented Call-to-Actions (CTAs) are essential for e-commerce. We added prominent CTAs on key pages to drive user engagement. Buttons such as “Shop Custom Straps Now”, “Order Your Handmade Strap Today”, and “Design Your Strap” were strategically placed on product pages, homepage banners, and checkout pages. These changes resulted in increased click-through rates and higher product page conversions.

Advanced Content Clustering Strategy: To boost on-page SEO and internal linking, we implemented a content clustering strategy. We grouped related products and content into logical clusters. For instance, the main pillar page “Custom Leather Watch Straps” linked to supporting pages like “Genuine Leather Watch Straps”, “Handmade Watch Straps for Collectors”, and “Bespoke Watch Straps”. This interlinking structure made it easier for users and search engines to discover related content, boosting the overall authority of the primary pages.

Keywords ranking and jumping in positions, getting onto the first page compared to the previous year.

Consistent Blog Content to Capture Long-Tail Keywords: To capture informational search queries and establish the client as an industry authority, we launched a blog strategy. We created SEO-optimised blog content that targeted long-tail keywords and customer search intent.

Mobile-Friendly Design & User Experience Enhancements: Since most shoppers browse and purchase on their phones, we optimised the site for mobile responsiveness. We improved page load speeds, enhanced navigation, and created a smoother mobile shopping experience. Mobile users could now filter products, browse collections, and check out with ease. This reduced bounce rates and significantly increased mobile conversions.

Local Backlink Building: Backlinks from authoritative websites improve domain authority and search engine trust. We reached out to industry-relevant sites, watch enthusiast forums, and blogs about craftsmanship and handmade products. We secured backlinks from local blogs, watch review sites, and local business directories, which boosted the client's position in Google rankings.

RESULTS OF OUR CAMPAIGN

The Results

 

Our SEO strategy delivered significant results for the leather watch strap business, transforming its visibility, keyword rankings, and organic traffic. Here’s a summary of the key outcomes:

1. Initial 6 Months – Building a Strong SEO Foundation

• Improved Indexing: Search engines began recognising the site after we optimised meta titles, descriptions, and page headers with relevant keywords like “Custom Leather Watch Straps” and “Handmade Watch Straps Singapore.”
• Content Optimisation: Product pages and category pages were enriched with SEO-friendly descriptions and targeted keywords to increase visibility for relevant search queries.
• Increase in Organic Traffic: As more pages were indexed and rankings improved, we observed a steady increase in organic traffic, with users discovering the site through key search terms.

2. Rapid Growth (Months 7-12)

• Page 1 Rankings for Key Keywords: Achieved Page 1 rankings for crucial industry keywords like:
  • “Custom Leather Watch Straps”
  • “Handmade Leather Straps”
  • “Luxury Watch Straps Singapore”
• 150% Boost in Organic Traffic: Organic traffic surged as more category and product pages began ranking on Page 1 of Google, leading to an influx of new visitors.
• Higher Click-Through Rates (CTR): With optimised meta titles and descriptions, search listings became more appealing, leading to a rise in click-through rates (CTR) from search engines to the website.

3. Overall Achievements

• +150% Increase in Organic Traffic: Organic search traffic grew significantly as more pages achieved Page 1 visibility.
• Page 1 Visibility: The website now ranks on Page 1 for multiple high-converting keywords, including:
  • “Custom Leather Watch Straps”
  • “Handmade Leather Straps Singapore”
  • “Luxury Watch Straps”
• Higher Engagement & Conversions: By improving CTAs and on-page navigation, users were guided toward product pages, increasing engagement and product enquiries.

The Conclusion?

The client went from being unfound on Google to ranking for multiple high-value keywords, achieving a +150% increase in organic traffic. Their online visibility, local presence, and customer engagement all improved significantly.