SEO CASE STUDY

Client Overview

Jamlos is a local Vietnamese brand specializing in school bags. In 2015, they launched Jamlos.com to expand their reach online. Despite launching an e-commerce site, the brand struggled to gain any organic visibility. The business relied heavily on paid ads, which drained their marketing budget and delivered low ROI. Eventually, they needed a more sustainable and cost-efficient strategy to improve their digital presence and attract organic customers.

🚧 The Challenge

• The website was not optimized for search engines.

• Zero keyword rankings for their core product (“school bags”).

• The majority of traffic landed only on the homepage.

• Broken pages and poor internal structure made products hard to find.

• Google couldn’t index many of their product pages.

• Their content strategy was nonexistent, and technical errors plagued site performance.

🔧 My SEO Approach

1. Technical Audit

• • Conducted a comprehensive SEO health check to identify crawl and indexing issues.

  • Used tools like Google Search Console and Screaming Frog to audit broken links, redirects, and server errors.

2. Site Architecture Revamp

• • Restructured navigation and category pages to improve site flow and distribute traffic beyond the homepage.

  • Improved internal linking and ensured a clean, SEO-friendly URL structure.

3. On-Page Optimization

• • Performed detailed keyword research and competitor analysis.

  • Optimized product pages and categories with SEO-focused titles, meta descriptions, and headings.

  • Applied schema markup for products and store information to enhance SERP visibility.

4. Content Strategy & Blog Creation

• • Created a blog section targeting long-tail and informational queries.

  • Led the content team to publish 6–10 optimized articles/month to attract organic traffic and support product discovery.

5. Backlink & Indexation Fixes

• • Disavowed toxic backlinks that could hurt rankings.

  • Resolved broken pages, applied proper redirects, and improved crawlability for previously invisible product pages.

6. Developer Collaboration

• • Worked closely with Jamlos’s CMS developers to implement backend improvements for SEO, including canonical tags, robots.txt configuration, and page speed enhancements.

📈 Results

Within the first year, this SEO transformation delivered strong, measurable results — and continued to gain momentum in the following year.

✨ Conclusion

Jamlos went from an underperforming site with no organic presence to a thriving e-commerce brand with a healthy stream of targeted, sustainable traffic. 

This case shows how technical SEO + content strategy can deliver major growth without relying on paid ads.