Search Engine Optimization (SEO): Full Audit and Optimization for an E-commerce Website

Overview of the Project

In today's digital marketplace, visibility on search engines is vital to the success of any online business. A well-optimized website not only drives traffic but also builds credibility and boosts conversions. In this project, I conducted a comprehensive SEO audit and optimization strategy for a mid-sized e-commerce store that had been struggling with low visibility, declining organic traffic, and poor rankings in search engine results pages (SERPs).

The primary goal was to diagnose technical and content-related SEO issues, implement a tailored strategy, and improve organic visibility over time. The outcome? A significant increase in search traffic — nearly 3x more organic visits within 6 months — and higher rankings for critical product-related keywords.

This case study outlines the steps taken, tools used, strategies implemented, and the measurable impact achieved.

Project Goals

Before diving into the process, here were the specific goals the client wanted to achieve:

• Identify and fix on-site technical SEO issues.

• Improve website speed and mobile usability.

• Conduct keyword research to target high-converting search terms.

• Optimize product and category pages for relevant keywords.

• Build authoritative backlinks to increase domain strength.

• Set up performance tracking and provide regular analytics reports.

Initial Website Audit

The first step involved conducting a comprehensive SEO audit of the website using industry-standard tools such as:

• Google Search Console

• Google Analytics

• SEMrush

• Ahrefs

• Screaming Frog SEO Spider

• PageSpeed Insights

• GTmetrix

Key Issues Identified:

1. Slow Load Times: The homepage and several product pages had load times exceeding 4 seconds. This significantly affected both user experience and search rankings.

2. Mobile Optimization: The site had design inconsistencies on mobile devices, affecting bounce rates and indexing.

3. Broken Links: Over 150 internal links were broken or redirecting unnecessarily.

4. Duplicate Content: Some product descriptions were copied from manufacturers, leading to duplicate content flags.

5. Weak Meta Tags: Many pages had missing or duplicate title tags and meta descriptions.

6. Thin Content: Several pages had less than 200 words of unique content, offering little SEO value.

7. Lack of Structured Data: No schema markup was present, limiting the site’s eligibility for rich results.

Keyword Research and Content Strategy

With the audit complete, I moved on to keyword research using Ahrefs, Google Keyword Planner, and SEMrush. The goal was to identify:

• High-volume, low-competition keywords

• Long-tail keywords for specific products

• Local search terms (for regional visibility)

• Competitor keyword gaps

Strategy Highlights:

• Created a keyword map aligning target keywords with specific pages.

• Used LSI (Latent Semantic Indexing) keywords to improve topical relevance.

• Focused on buyer intent keywords (e.g., "buy eco-friendly yoga mats") instead of only informational queries.

• Added FAQs and related terms in the content to increase semantic depth.

Each main category and product page was optimized using:

• Proper heading structures (H1, H2, H3)

• Unique, keyword-rich meta descriptions

• Natural keyword placement in product descriptions and bullet points

Technical SEO Improvements

Technical SEO plays a vital role in both user experience and crawlability. Here’s what was done:

Site Speed Optimization:

• Compressed and optimized all images using WebP format.

• Enabled lazy loading for images and videos.

• Minified CSS, JavaScript, and HTML files.

• Implemented browser caching and server-side compression.

• Migrated to a faster hosting environment with CDN support.

Mobile Optimization:

• Used responsive design principles across all pages.

• Fixed tap-target spacing and viewport sizing issues.

• Ensured images and buttons rendered correctly on mobile.

Crawl and Index Optimization:

• Created and submitted updated XML sitemaps.

• Used robots.txt to prevent indexing of duplicate or thin pages.

• Implemented canonical tags to handle similar product variants.

• Removed outdated content that no longer brought in traffic or conversions.

Structured Data Implementation:

• Added schema.org markup for:

  • Products (price, availability, reviews)

  • Breadcrumbs

  • Organization

• Enabled eligibility for rich results in SERPs.

Off-Page SEO and Link Building

To strengthen the domain’s authority and improve rankings, a white-hat link building strategy was implemented.

Methods Used:

• Guest Blogging: Published value-driven articles on relevant industry blogs with backlinks.

• Broken Link Building: Identified and replaced broken links on niche sites with links to client’s relevant content.

• Outreach Campaigns: Reached out to influencers and bloggers in the niche for product reviews and features.

• Content Marketing: Created useful blog content that naturally attracted backlinks over time.

Backlink quality was prioritized over quantity. Only sites with high domain authority and relevant niche topics were targeted.

Analytics and Reporting

To track success and guide ongoing strategy, I set up detailed reporting dashboards using Google Data Studio, connected to:

• Google Analytics 4 (GA4)

• Google Search Console

• SEMrush and Ahrefs APIs

Metrics Tracked:

• Organic traffic growth

• Keyword ranking improvements

• Conversion rates from organic visits

• Bounce rate and average session duration

• Backlink profile changes

Monthly reports were delivered to the client, with recommendations for the next set of optimizations.

Results Achieved (Within 6 Months)

The SEO strategy was executed gradually over 6 months, prioritizing high-impact changes first. The results speak for themselves:

Beyond numbers, the client noticed a steady increase in sales and lower customer acquisition costs from organic traffic compared to paid ads.

Conclusion

This project is a strong example of how a well-planned SEO campaign — starting with a detailed audit and followed by ongoing optimization — can dramatically improve an online store’s visibility, traffic, and revenue.

The work done here included every core aspect of SEO:

• Technical Optimization

• Content Strategy

• Keyword Targeting

• Backlink Building

• Data Analysis

This case demonstrates not only technical proficiency but also the importance of working closely with the client to align SEO goals with broader business objectives.

Video Creation with AI and Editing in Adobe Premiere Pro

Overview of the Project

In the fast-evolving world of digital content, video remains one of the most powerful tools for storytelling, brand promotion, and audience engagement. With the rise of AI tools in the creative space, video production is becoming more accessible, dynamic, and efficient. In this project, I combined the power of AI-generated video concepts with the precision and flexibility of Adobe Premiere Pro editing to deliver a polished, high-impact promotional video for a tech startup launching a new digital product.

This portfolio piece showcases how cutting-edge AI tools can speed up the creative ideation process while still relying on professional editing skills to refine and perfect the final product. The video generated impressive results post-launch, including a 2x increase in social media shares, stronger audience engagement, and positive feedback from stakeholders.

Project Goals

The client, a growing tech company, wanted a short promotional video that could:

• Introduce a new product in an engaging and modern way

• Be optimized for social media platforms (Instagram, LinkedIn, YouTube Shorts)

• Use innovative visual storytelling to stand out in a saturated market

• Be completed on a tight timeline without sacrificing quality

The challenge was to balance speed with creativity — generating original video content efficiently while still delivering a polished, professional output that matched the brand’s image.

Phase 1: AI-Powered Video Generation

To accelerate the early stages of video creation, I utilized several AI tools to develop initial visual concepts, voiceovers, and storyboarding ideas.

Tools and Techniques Used:

• Runway ML / Pika Labs: For AI-generated clips, stylized backgrounds, and B-roll animations

• ChatGPT / Gemini: For scripting and narrative structure

• ElevenLabs: To produce a natural-sounding voiceover from the AI-generated script

• Synthesia: For AI avatars and demo sequences

• D-ID / HeyGen: For talking head-style content using digital presenters

Using AI allowed me to:

• Draft multiple creative directions in minutes

• Visualize scenes based on different storytelling styles (tech-driven, minimalist, animated, etc.)

• Save time on manual animation or stock footage searches

• Generate a consistent tone of voice and visuals that aligned with the brand

Rather than fully automating the video creation, I used AI as a creative assistant, helping me experiment with ideas and generate base content I could later refine in Adobe Premiere Pro.

Phase 2: Professional Editing in Adobe Premiere Pro

Once the core content was generated using AI tools, I imported the assets into Adobe Premiere Pro for high-level editing, refinement, and storytelling cohesion. This phase is where the raw pieces were turned into a professional-grade video.

Key Editing Techniques Used:

1. Timeline Structuring and Scene Flow

I broke down the video into clear sections:

• Introduction (Hook and product teaser)

• Problem Statement (Audience pain points)

• Product Reveal (Features, visuals, value)

• Social Proof (Testimonials or stats)

• Call-to-Action (Sign-up prompt or website visit)

Using Premiere’s timeline features, I ensured the pacing was tight, maintaining viewer interest every 5–10 seconds — crucial for performance on platforms like Instagram Reels or YouTube Shorts.

2. Dynamic Transitions and Visual Consistency

To create an engaging viewer experience, I used:

• Smooth zoom and pan effects to direct attention

• Wipe, glitch, and luma transitions between scenes

• Motion graphics templates (MOGRTs) for titles and callouts

• Color grading with Lumetri Color to give the footage a cinematic tone

Each transition was designed to match the brand’s visual language while enhancing storytelling flow.

3. Motion Graphics and Visual Effects

Using both Premiere Pro and After Effects, I added:

• Animated UI mockups to demonstrate product functionality

• Kinetic typography to emphasize key phrases

• Digital effects (e.g., data streams, particle overlays) to give a futuristic, tech-driven aesthetic

I also leveraged track mattes and blend modes to seamlessly integrate AI-generated visuals with camera footage and animations.

4. Sound Design and Music

Sound is often what separates amateur and professional video. Here’s how I approached it:

• Voiceover Syncing: Carefully timed the AI voiceover to match scene changes

• Background Music: Chose royalty-free tracks with an energetic but not overpowering beat

• Sound Effects: Layered subtle whooshes, clicks, and ambient sounds for immersive experience

• Audio Mixing: Used multiband compression, EQ, and ducking techniques to balance voice, music, and effects

The final mix sounded clean, professional, and optimized for both headphones and mobile speakers.

Post-Production Optimization

To ensure the video performed well across platforms, I created multiple aspect ratio versions:

• 16:9 for YouTube and websites

• 1:1 for Instagram feed

• 9:16 for Instagram Reels, TikTok, and YouTube Shorts

I also exported different quality levels (1080p, 720p) and included captions for accessibility and silent autoplay scenarios.

Performance and Impact

Within two weeks of launching the video on social media platforms, the client observed:

• 2x increase in video shares compared to previous posts

• Higher click-through rates on linked calls to action

• Over 15,000 combined views across platforms within the first month

• A noticeable boost in product page visits and sign-ups

The client praised the fast turnaround, creative concept execution, and professional polish that aligned with their brand identity. They have since requested additional video content following a similar workflow.

Key Takeaways and Skills Demonstrated

Creative Innovation

By integrating AI tools in the early stages, I demonstrated the ability to stay ahead of content trends while maintaining creative originality.

Technical Proficiency

My advanced knowledge of Adobe Premiere Pro, along with supplementary use of After Effects, allowed me to elevate the AI-generated base material into a cinematic and professional final product.

Efficiency Without Compromise

This project proved that efficiency and quality are not mutually exclusive. With the right tools and workflow, you can produce fast-turnaround content that still meets high creative standards.

Storytelling That Converts

Beyond just visuals, this project shows my ability to tell compelling stories that resonate with audiences and drive engagement.

Conclusion

The blend of AI-powered content generation with expert editing in Adobe Premiere Pro enabled the creation of a high-impact video that not only looked great but also performed exceptionally well across digital platforms.

This project highlights a new paradigm in creative work — where human creativity and AI innovation work together to deliver faster, smarter, and more effective content.

Digital Marketing Campaign for Online Fashion Store

Project Overview

In the modern digital landscape, a well-executed marketing campaign can make or break an online brand — especially in competitive industries like fashion. In this project, I designed and launched a comprehensive digital marketing campaign for an online fashion retailer, aiming to increase engagement, drive conversions, and enhance brand awareness across key platforms.

By combining targeted Facebook and Instagram ads with a compelling content strategy, scheduled posts, and real-time analytics optimization, we achieved a 65% increase in engagement rate and a 40% boost in sales — all within just 3 months.

This campaign is a great example of how data-driven decisions, creative visuals, and consistent messaging can lead to meaningful and measurable business growth.

Client Objectives

The client — a mid-sized online fashion store specializing in modern, affordable streetwear — approached me with several key challenges:

• Low engagement on social media platforms

• Poor return on ad spend (ROAS)

• Lack of a cohesive content and posting strategy

• Minimal insights into what was working or not due to underutilized analytics tools

Their goal was to:

1. Increase brand visibility on Facebook and Instagram

2. Improve follower engagement (likes, comments, shares, saves)

3. Generate more traffic to the website and boost product sales

4. Establish a repeatable content workflow that could be scaled later

Phase 1: Campaign Planning and Research

Before launching the campaign, I conducted a detailed discovery and strategy session to understand:

• Target customer demographics (age, interests, behavior)

• Competitor strategies and market positioning

• Product highlights and seasonal trends

• Brand voice, tone, and aesthetic preferences

Key Insights from the Research:

• The core audience was women aged 18–35, primarily in urban areas, active on Instagram.

• Trending topics included sustainable fashion, influencer recommendations, and "Get the Look" styling.

• The existing ad strategy lacked proper segmentation and retargeting, resulting in high costs and low ROI.

With this information, I crafted a 3-month campaign roadmap that included:

• Content themes and calendar

• Ad creatives and copy strategies

• Audience targeting plans

• Key metrics to monitor

Phase 2: Content Strategy and Scheduling

A huge part of the success came from creating high-quality, engaging content and publishing it strategically.

Content Types Included:

• Product spotlight posts with clean, on-brand visuals

• Behind-the-scenes videos (warehouse, packaging, styling)

• User-generated content (UGC) reposts and influencer partnerships

• Style tips and “Outfit of the Day” reels

• Promotional banners for sales, limited drops, and new arrivals

Each week featured a mix of post types to keep the feed dynamic and engaging. I used Later and Meta Business Suite for planning and automated scheduling.

Caption Writing:

Each caption was crafted with a strong CTA (call-to-action), brand personality, and hashtags optimized for discovery (both broad and niche). Emojis and line breaks were used to keep the copy mobile-friendly and scannable.

Phase 3: Paid Advertising Strategy (Facebook & Instagram)

Paid ads were the backbone of the campaign, bringing targeted traffic to both social profiles and product pages.

Ad Formats Used:

• Instagram Stories Ads with quick, swipe-up CTAs

• Carousel Ads showcasing product collections

• Video Ads for storytelling and engagement

• Retargeting Ads to capture warm audiences (site visitors, video viewers, cart abandoners)

Targeting Strategy:

• Custom audiences based on website traffic and engagement

• Lookalike audiences modeled from top customers

• Interest-based targeting around fashion, lifestyle, influencers, and eco-conscious brands

• Location targeting narrowed to urban areas with high purchasing intent

Creative Approach:

Each ad was designed with mobile-first users in mind. Quick animations, vertical formats, and clean overlays ensured clarity even on small screens. A/B testing was conducted on:

• Headlines

• Ad formats

• CTA buttons (e.g., “Shop Now” vs. “Learn More”)

• Visual styles (lifestyle vs. studio product shots)

Phase 4: Analytics Tracking and Campaign Optimization

Throughout the campaign, I used a data-driven approach to constantly evaluate performance and make improvements.

Tools Used:

• Facebook Ads Manager for ad metrics (CTR, ROAS, impressions)

• Google Analytics for site traffic, conversion tracking, and bounce rate

• Instagram Insights for post engagement, story views, and profile activity

• UTM tags for tracking which ads drove the most conversions

Metrics Tracked:

• Engagement Rate (likes + comments + shares / followers)

• Cost Per Click (CPC) and Click-Through Rate (CTR)

• Return on Ad Spend (ROAS)

• Sales directly attributed to ad campaigns

• Follower growth and brand mentions

Key Optimizations Made:

• Turned off underperforming ad sets and reallocated budget to top performers

• Tweaked copy and CTA placements based on heatmaps and click data

• Shortened video ads for higher completion rates

• Ran limited-time offers for urgency-based conversions

Results Achieved (Within 3 Months)

Beyond numbers, the client reported:

• Improved brand recognition in their niche

• More user-generated content shared by customers

• A simplified content workflow for their in-house team

Skills Demonstrated

1. Paid Advertising Mastery

• Created high-performing Facebook and Instagram ad campaigns tailored to buyer personas and sales goals.

2. Content Marketing Strategy

• Delivered content that resonated with the target audience while staying true to the brand's visual identity.

3. Analytics and Optimization

• Made real-time decisions based on campaign data, increasing efficiency and ROI.

4. Client Collaboration

• Maintained clear communication and regular reporting, helping the client understand performance and next steps.

Conclusion

This project is a clear demonstration of how a holistic digital marketing strategy — combining paid ads, organic content, and constant optimization — can create real, measurable growth for an e-commerce brand.

In just three months, the campaign:

• Boosted social engagement significantly

• Increased sales and website traffic

• Strengthened the brand’s presence in a competitive market