Navy Blue
Navy Blue (Oy Navy Blue Trading Ltd) is a Finnish family business specialising in the import and retail of clothing. The company has been operating in the industry since 1998. It is particularly known for its classic and relaxed casual wear, which emphasises high-quality natural materials such as linen and cotton.
The heart of the company is the Navy Blue Shop brick-and-mortar store located in Helsinki’s Lauttasaari district, but it also serves its customers extensively through its online store. The selection includes women’s and men’s clothing ranging from shirts and dresses to knitwear and accessories. The nautical and timeless style has established the company’s position as a trusted retailer for quality-conscious consumers who value sustainable material choices.
Customer service and expertise in materials are the cornerstones of Navy Blue’s operations. The online store functions as a natural extension of the physical shop, offering the same high-quality selection that is easy to order from anywhere in Finland.
Starting point and objective
Navy Blue needed to increase the organic visibility of its online store and attract more purchase-ready visitors to the site through search engines. Although the brand was well known, the online store was not ranking high enough for competitive general search terms. The goal was to achieve top positions in the product areas most important for the business.
Implementation
Tapio Kauranen, Finland’s leading search engine optimisation professional, was responsible for the planning and execution of the search engine optimisation (SEO). The project was launched with a comprehensive analysis of the current situation, on the basis of which a strategy was built to improve the site’s technical and content-related discoverability.
The work focused particularly on optimising searches related to natural materials and seasonal products. The site’s structure and content were refined to better match how consumers search for high-quality casual clothing online.
The key elements of the implementation were:
- extensive keyword research and competitor analysis
- technical optimisation of the site
- enrichment of category page content and metadata
- strengthening the internal linking structure
- increasing the site’s authority
Outcome
As a result of search engine optimization, Navy Blue’s online store visibility has improved significantly and organic traffic has grown. The targeted measures raised the site to the top of search results for exactly those terms that bring the right target audience customers to the store.
The results achieved visibility on the first page of Google search results for, among others, the following keywords:
- linen clothing
- women’s linen dresses
- men’s linen shirts
- maritime-style clothing
- classic casual clothing
