Tasva | Site Structure, Technical SEO & On-Page SEO

Tasva is a men's celebration wear brand that was established in 2021 by Aditya Birla Fashion and Retail Ltd (ABFRL). It offers the Indian men of today, ethnic wear that is crafted to the last detail to suit their modern aesthetic and their pursuit of comfortable, non-fuss clothes, for special occasions.

To Increase its organic presence & brand visibility

To Increase keywords ranking on the Google SERP

To Increase in organic clicks & impressions

With the online space oversaturated with brands selling traditional clothing, Tasva was on a mission to rank for generic competitive keywords such as “Wedding Dresses for Men", “Wedding Sherwani For Men" & “Kurta Set For Men”, that too, in the Top 5 positions.

The strategy was first focused on a plan to revise all of their content for core category pages related to weddings, sherwani, kurta, etc, making it easier for search engines to understand their target keywords. The output included website content with properly optimized headers and updated SEO meta tags by focusing on seasonality trends as the wedding season was about to start in October 2023.

I then conducted a thorough Technical SEO audit to ensure all the high-priority issues that fall under P1, P2 & P3 were fixed on the website. Refer to the table below for a better understanding of the issues -

This helped the website become acknowledged and, as importantly, understood by search engines and their crawlers by working on the creation of new user-demand landing pages & fixing the existing technical issues on the website.

Together, with the help of monthly collaborative content creation, and ongoing technical enhancements, Tasva was able to survive in October & November core updates that were released by Google in 2023. Refer to the screenshot below of Google Analytics Organic Traffic for your reference -

The graph speaks for itself. I also discovered that website clicks from non-branded proved to be the websites most engaged source of traffic, spending more time on the site, and a higher ratio of leads.