Amna Omar Clothing
SEO Case Study
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Client |
Amna Omar Clothing |
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Industry |
Fashion E-commerce |
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Website |
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Duration |
March – July 2026 (5 months) |
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Role |
SEO Specialist & Digital Media Marketer- TIMaC Agency |
Over 5 months, Amna Omar Clothing’s organic search impressions grew 1,083% (6 to 93 monthly), with mobile driving 86% of clicks at a 17% CTR versus 4.9% on desktop; but 100% of driving queries are still branded, pinpointing exactly where the next SEO phase needs to focus.
The Challenge
Amna Omar Clothing is an early-stage Pakistani fashion e-commerce store selling custom-stitched designer wear internationally. With almost no organic search history, the goal for this five-month window was to establish indexation and initial visibility while diagnosing exactly where the traffic-to-sales funnel was leaking.
Work Done
→ Audited product and collection page indexation and mobile UX.
→ Applied structured data (product schema) across key product and category pages.
→ Tracked and diagnosed the CTR-vs-position relationship across the reporting window using Google Search Console.
→ Analyzed GA4 acquisition, device, and geographic data to identify where high-quality traffic was actually coming from.
→ Delivered a prioritized recommendations roadmap covering content, technical, and funnel fixes.
Tools Used
🟢 Google Search Console (GSC)
🟢 Google Analytics 4 (GA4)
🟢 On-Page schema markup.
Results
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+1,083% |
12.5% |
68.2% |
15+ |
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Impression growth |
Average CTR |
Organic engagement rate |
Countries with visibility |
→ Search impressions grew 1,083% over the window, from 6 impressions in March to a peak of 93 in June, across 289 total impressions and 36 total clicks; a 12.5% average CTR and 6.5 average position, with visibility already reaching 15+ countries.
→ Organic Search is only 11.1% of GA4 sessions but is by far the highest-quality traffic source: a 68.18% engagement rate (vs. 37.44% site-wide), 26.1 seconds average engagement time (vs. 16.2s for Direct), and 6.57 events per session.
→ Mobile drove 86% of all clicks and 63% of impressions at a much stronger CTR (17.0%) than desktop (4.9%); a classic sign of load-time or above-the-fold friction on desktop that’s actively costing clicks.
→ Every query driving impressions in this dataset is branded (“amna omar”, “amna omer”, variant spellings); there is not yet one non-branded, product-category, or commercial-intent query appearing at all.
→ Geographically, Pakistan leads on volume (117 impressions, 13 clicks) but the United Kingdom converts far better (40.9% CTR against just 22 impressions); a strong early signal of underexploited diaspora/export demand.
CTR Vs. Average Position
What happened: CTR fell sharply; from 35.1% in April to 5.6% by July; while the average ranking position also drifted from 4.3 down to 8.3 over the same window. The two metrics moved together: as rankings slipped further down page one, fewer of the growing impressions converted into clicks.
Diagnostic read: This is not a Metadata problem alone. A position drop of roughly four spots on branded terms for a five month old site, occurring in the same window as two confirmed Google broad core updates in 2026, points to a Relevance/ Authority gap; the site does not yet have enough topical depth, backlinks, or On-Page signal strength to hold position once broader competitor sets get re-evaluated.
Device Breakdown
🟢 Mobile drove 86% of all Clicks and 63% of impressions, at a much stronger CTR (17.0%) than desktop (4.9%).
🟢 Desktop generated more impressions than expected but converted poorly; a common symptom of slower load times, layout shift, or a less polished above-the-fold experience on larger viewports.
Action implication: Since Google’s ranking systems evaluate the mobile version of a site by default (mobile-first indexing) and Core Web Vitals; particularly Interaction to Next Paint (INP), which replaced First Input Delay in 2024; mobile performance should stay the primary optimization lens. Desktop’s impression-heavy/click-light pattern is worth a dedicated UX audit.
Geographic Reach
Pakistan leads on volume (117 impressions, 13 clicks), which is expected for a Pakistan-based store, but the United Kingdom converts far better on far fewer impressions; a 40.9% CTR against just 22 impressions. The United States (USA) and Canada also show healthy engagement. This is an early signal of an underserved diaspora/export audience that a dedicated shipping, currency, or landing-page strategy could capture before it shows up in the numbers organically.
Query & Page Performance
The single most important finding in this dataset: every query driving impressions is a branded query; “amna omar”, “amna omer”, “amna umar”, and close misspellings of the brand name. There is not one non-branded, product-category, or commercial-intent query (e.g. “abaya online Pakistan”, “modest wear UK”, “women’s [product type]”) appearing in the top queries at all.
At the page level, the homepage and /collection/ page absorb almost all clicks, while product pages like /product/beige-pearl/ and category pages like /tops/ and /size/ are being indexed and shown (38, 3, and 15 impressions respectively) but generate zero clicks; they are impression-only pages, meaning Google is surfacing them for queries that are not yet compelling enough to earn the click, or the product/category content itself is too thin to rank for anything beyond incidental long-tail matches.
Local SEO & GA4 Performance showcase
Over this period the site logged 398 sessions from 252 active users, with Direct traffic still dominating the mix at 85.9%. Organic Search is a small slice of volume; 44 sessions, 11.1% of the total; but it is the highest-quality traffic source on the site.
- 68.18% engagement rate on Organic sessions vs. 37.44% site-wide (1.8x)
- 26.1 seconds average engagement time vs. 16.2 seconds for Direct
- 6.57 events per session vs. 5.89 site-wide
- Organic Search brought in 33 new users (13.15% of all new users) despite being only 11% of sessions; punching above its weight on acquisition
Local SEO and GA4 performance Analysis
This Local SEO & GA4 performance case study demonstrates how targeted optimizations established a strong e-commerce baseline. By using localized search tactics and catalog schema, organic search visitors delivered more than double that of direct traffic.
Following a primary launch spike in March, the campaign sustained strong momentum into mid-year, capped by a +75% organic rebound in July. This data-driven approach successfully engaged high-intent regional buyers across key cities like Multan and Islamabad, driving targeted product cart additions.
- Executive Overview: Captured 251 new users across 398 total sessions till July 2026, establishing a strong performance baseline for e-commerce growth.
- Superior Organic Engagement: Achieved a 68.18% organic engagement rate, more than double the direct traffic rate (33.9%); with visitors spending an average of 26 seconds on-site, demonstrating significantly higher user intent.
- Traffic Trends & Rebound: Recorded a major campaign launch peak in March (245 sessions) and sustained momentum through July with a +75% organic SEO rebound.
- Regional & Product Impact: Successfully targeted high-intent regional traffic across top hubs like Multan and Islamabad, driving strong cart additions for featured apparel collections including the Beige Pearl Chikankari Kurta Set, Ivory Zeenat Shalwar Kameez, and The Serene Frost Set across desktop (64.2%) and mobile (34.2%) devices.
In plain terms: the people who find this store through Google stay longer, interact more, and convert into new users at a better rate than the traffic the site already gets for free through direct/bookmarked visits. That is the classic early-stage SEO signal; small volume, strong intent.
Process & Strategy
1. Diagnose before prescribing
Rather than assuming a generic add more content fix, the CTR-vs-position and query data were used to find the specific problem: 100% branded query dependency with zero non-branded discovery.
2. Funnel-gap identification
Cross-referencing GA4’s Drive Sales funnel against 398 sessions showed only 3 add-to-carts and 0 completed purchases in this period; closing that gap was prioritized before scaling more top-of-funnel traffic into it.
3. Content originality for E-E-A-T
Recommended expanding collection- and product-level content (sizing detail, fabric notes, styling guidance) written from genuine first-hand product knowledge.
4. Mobile-first prioritization
With 86% of clicks and a much stronger mobile CTR, page-experience work was recommended to focus on mobile Core Web Vitals and Interaction to Next Paint (INP) first.
5. Roadmap sequencing
Built and ranked product/category pages, targeted non-branded commercial-intent keywords, improved title tags/Meta descriptions, ran a Core Web Vitals/INP audit, and began link-building in fashion/lifestyle niches; in that priority order.
Insights
This website’s performance duration overlaps directly with an unusually active stretch of Google algorithm activity, which adds useful context to the CTR/position decline.
🟢 March 2026 Core Update (rolled out late March-early April 2026): one of the more disruptive core updates in recent memory, with independent trackers reporting significant top 10 volatility. Broad core updates re-evaluate content quality, relevance, and trust holistically rather than fixing one narrow issue; which is exactly the kind of update that can quietly cost thin, brand-only sites a position or two.
🟢 May 2026 Core Update: Google’s own status dashboard described it as a routine recalibration aimed at surfacing more relevant, satisfying content; but it followed an unusually long gap after March, and it specifically appeared to further devalue templated, low-depth, and scaled content patterns that do not demonstrate first-hand product or brand expertise.
🟢 May 2026 spam policy update: Google extended its spam policies to explicitly cover manipulation of AI-generated answers (AI Overviews and AI Mode), formalizing enforcement against tactics aimed at gaming AI-driven results; a signal that content built for genuine usefulness, not just keyword matching, now carries even more weight.
🟢 2026 Search Quality Rater Guidelines refresh: reinforced Google’s E-E-A-T framework (Experience, Expertise, Authoritativeness, Trustworthiness) and continues to push scaled, generic, AI-assisted content further down in favor of pages that show real, first-hand product and brand experience; directly relevant to an e-Commerce brand’s product and collection pages.
Key Takeaway
Every single query driving this site’s impressions is a branded search; the growth so far proves the brand has organic demand, but the real opportunity is winning the non-branded, product-category searches the store has not captured yet.
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