Introduction:

Zig Zag is a young clothing business based in Sri Lanka that produces apparel for
adolescent females. The goal is to design economical apparel styles that appeal to girls
in their nineteen years of age. Mr. Dinidu Nawarathne launched the Zig Zag brand in
2012; it is presently available at colombo 03. This report aims to provide a thorough
SEO plan to propel the Zigzag website into the top five Google search results by 2024.

Task 01:

Business Nature;
Zig Zag specializes in stylish, reasonably priced, and high-quality casual apparel
for teenage females. The product line targets the fashion-conscious youth market with
dresses, skirts, jeans, and t-shirts.
Zig Zag focuses more on it because of the target audience's high level of digital
engagement and relationship with e-commerce.
Target Audience
Demographics: Female teenagers (13-19 years)
Geographics: Urban and suburban areas in Sri Lanka
Psychographics: Fashion-forward, tech-savvy, socially active

Competitors in Digital Space;

In the digital space, Zig Zag has many competitors in Sri Lanka. But let's use
three that are currently in the market.
 Nils store
 Spring & summer
 Chenara Dodge
The three competitors shown above are currently competing against Zig Zag.
1. Nils store - introduces the latest fashions that change day by day.
Have a website with high quality ui ux. Prices zig-zag relatively
high.
2. Spring & summer - more attention is paid to gown styles. New
designs suitable for festive seasons are launched. Prices are level
with zig zag.
 3. Chenara Dodge- has become a top brand in Sri Lanka. Prices are
higher than both the above brands. But high-quality clothes are
created.
They are analyzed based on their website performance, SEO strategies, and social
media presence.
When contrasting our zigzag brand with those of our rivals, it becomes evident that we
too produce materials of superior quality. Additionally, all of their costs and absorbent
media are utilized in flat form. Every competition has a website that is well-optimized
and uses effective SEO techniques. Influencer, content, and social media marketing are
all areas in which they actively participate. Regarding Chenara Dodge, their influencer
holds the highest position in the market. Chamari from Travel with Wife creates her
travel vlogs while dressing like Chenara Dodge. The audience is prompted to look for
that style as a result. Zig-zag We have not yet used influencer marketing for our brand.
That's one of our disadvantages, therefore.
Additionally, they have optimized their websites for mobile devices and implemented a
current design style that loads quickly. Everything on our website is the same.
The prices of our zigzag dress designs are more affordable than those of our carefully
chosen rivals. Regarding brand prices, spring and summer are considered to be the
same.
Regarding brand positioning, one of the things that has led the client to purchase just
zigzag brand styles is the fact that these designs are appropriately created.
The mobile responsive zigzag website is highly optimized, and elements like navigation,
product information, and user experience are evaluated by all three competitors.

SEO Audit;

The zig-zag brand makes it simple to recognize and deduce the four primary
components of SEO: technical SEO, off-page SEO, on-page SEO, and content.

1. Technical SEO;
 Checking that we have a safe browsing experience using
tools like Google Search Console or ahrefs. And page
loading times for faster performance.
Figure 1 Technical SEO

 Make sure the website works perfectly on mobile devices by

making it mobile-friendly.

Figure 2 Mobile View

  Markup methods to provide rich information about products
to search engines. As shown in the screenshot below, the
categories of dresses, t-shirts, tops, and denim are shown at
once.

Figure 3 Markup methods

2. On-Page SEO;
 This can make Zig Zag's website rank higher in SERP. This
can be launched successfully by using title tags, URLs,
header tags, and meta descriptions
Figure 4 On-page SEO Header Tags

The above screenshot shows how zig zag is used. Header tags have been used
based on new arrivals, dresses, offers, tops, t-shirts
 The quality of the content is related to the user's search
intent and is internally linked to the respective page. For
example, keywords such as tops, dresses, etc. have been
included. The screenshot given below will make it clear
Figure 5 On-page Meta tags description

3. Off-Page SEO
 Basically, the key to this is to create backlinks. We can
establish a working relationship with related blogs and
websites in this way. The website's ranking will rise as a
result.
 We can follow fashion tips, and style guides while creating
backlinks on the Zig Zag website.
 Consistent posts will be shared consistently on social media
platforms like Instagram, Facebook, and TikTok
4. .Content
 Fashion tips and trends that suit the new teenage fashion
are posted in a blog post in an attractive manner. It is
advisable to post such information regularly.
 Zig Zag does not post creative videos, despite posting high-
quality images of products. But by posting such videos, you
can get high engagement.
.

Figure 6 Facebook contents

Key Word Analysis;

SEO is essential in today's world to keep current on digital platforms. Keywords
are the fundamental component of SEO. Roberts or Manuel are capable of making this.
However, a successful selection of keywords can be used by carrying out a key phrase
research.
The keywords made by Google Ads keyword planner are given below.
Figure 7 Google Keyword Planner

Figure 8 new keyword research

 Ex:

 Dress
 Cloths
 Cloths online
 Buy cloths online
Spelling in capital letters using simple grammar is easily created while establishing
keywords. Because we produce keywords, recommend keywords, and display them to
the public using capital simple or incorrect spelling.

Selecting a keyword with little competition is an effective strategy when conducting

keyword research. They can also learn about the bid value to be used when putting up
sponsored advertisements by using the Google Keyword Planner.
You can specify the location keyword by focusing on each of the necessary places, as
Zig Zag is not limited to a single site.
If zigzag keywords can rank higher in the search engine results page (SERP) than
independent keywords, then that website will have greater success.
Because clients who wish to buy it there look for it, partial keywords combined with
location parameters have greater success.
The keyword is entered into Google with a mark under the broad keyword modifier
broad match and displayed to the public.

 Primary Keywords: "Casual wear for teenage girls," "Teenage

fashion Sri Lanka," "Trendy teenage clothes."
 Secondary Keywords: "Affordable teenage clothes," "Teen girl
outfits," "Sri Lanka teen fashion."

Ex; Keyword with plus mark

 Clothing shop (partial) + Colombo (location terms)
 Womens fashion (partial) + Sri Lanka (location terms)
 T-shirt price + sri lanka
 Denim buy + online
Long tail keywords
Ex:
 Party dress buy in Colombo
 Yellow color casual t shirt bought online
You can also have a better grasp of the keywords used to access the website by
entering our website under the keyword planner tool's special option, "start with a
website."
An example is shown in the screenshot below.

Figure 9 start with website keywords

Through consistent website optimization and an emphasis on pertinent keywords, Zig

Zag may increase its online presence and draw more adolescent clients.

Task 02

We have already done keyword research which identified long tails keywords and local
SEO keywords.
The plan follows zigzags through the process of adding specific keywords to the
website, with an emphasis on optimizing the URL, title tags, and Meta tags to improve
search engine ranking and drive more organic visitors
.
Let's start by determining and mapping the main and secondary keywords for each of
the website's individual pages.
Keyword Mapping
 Homepage: teen girls' casual attire, zigzag fashion
 Category Pages:
 Tops: trendy teenage clothes, online teen tops
 Dress: stylish adolescent dresses, and teen dresses in Sri
Lanka
 Jeans: searching for reasonably priced teenage jeans
 T-shirts: stylish teen t-shirts, teenage t-shirts from Sri Lanka

 Blog Section: Teenage fashion trends, inexpensive adolescent attire, and

Sri Lankan teen fashion