🛍️ Project: Kalakriti – Shopify Website SEO Audit
Role: SEO Analyst (Beginner Project)
Project Type: Self-initiated Audit for Portfolio
Date: March 2025
Overview:
Performed a detailed SEO audit for Kalakriti, a Shopify-based ethnic wear store, evaluating technical performance, on-page SEO, and content structure to identify growth opportunities.
Observations & Insights:
Profiled key audience segments to guide keyword targeting.
Identified major keyword gaps across core product categories.
Flagged content and title tag misalignment with search intent.
Assessed SEO effort as high with high potential impact.
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Tools Used
Google Keyword Planner, Semrush, Ubersuggest, Google Sheets, Keywords Everywhere, Chatgpt, Gemini
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Outcome
Uncovered critical keyword gaps and content optimization opportunities, providing a strategic roadmap to enhance Kalakriti's SEO performance and align content with target audience needs.
Website: Kalakriti
URL: https://shopkalakriti.in/
Industry: Retail and Manufacturing
Website Health: Good
Title Tag: Needs Improvement
Content Quality: Needs Improvement
SEO Effort Required: High
Part 1: Developing a Persona
After extensive research on Kalakriti’s product line and the current addressable market, the targeted customers likely include:
1. Urban Professionals (Age: 25-40)
- Profile: Young, style-conscious individuals working in corporate jobs.
- Needs: Trendy, premium products for daily use (e.g., leather bags, accessories).
- Buying Motivation: Desire to own fashionable items that reflect success and modern taste.
2. Luxury Lifestyle Enthusiasts (Age: 30-45)
- Profile: Affluent consumers who value exclusivity and craftsmanship.
- Needs: Unique, high-end products that elevate their style.
- Buying Motivation: Seeking statement pieces that merge luxury with cultural craftsmanship.
3. Gift Buyers (Age: 28-50)
- Profile: Individuals looking for premium, thoughtful gifts for special occasions.
- Needs: Elegant, customizable products suitable for personal and corporate gifting.
- Buying Motivation: Wants to impress recipients with sophisticated, meaningful presents.
4. Fashion-Forward Millennials (Age: 22-35)
- Profile: Young, trend-savvy consumers who value style and authenticity.
- Needs: Stylish accessories that align with modern, ethical, and cultural values.
- Buying Motivation: They are Attracted to trendy, Instagram-worthy products that reflect their lifestyle.
5. NRI and Global Shoppers (Age: 30-50)
- Profile: Indians living abroad or global consumers interested in Indian luxury.
- Needs: Authentic, high-quality Indian-crafted products with a modern twist.
- Buying Motivation: Desire for premium “Made in India” products that combine tradition with luxury.
Customer Persona
“Meera Iyer – The Culture-Conscious Fashionista”
Age: 28
Occupation: Independent Designer & Lifestyle Blogger
Location: Bangalore, India
Background:
Meera is a socially conscious shopper who values products with a cultural narrative. She loves to showcase her Indian roots through modern, artisanal products and prefers brands that prioritise ethical production and unique design.
Interests:
- Fashion and lifestyle trends
- Sustainable and ethical shopping
- Storytelling through cultural crafts
- Social media engagement and influencer collaborations
Goals:
- To own and promote fashion that blends contemporary style with Indian heritage
- To support local artisans and ethical businesses
- To discover and showcase unique statement pieces
Challenges (Pain Points):
- Limited access to unique, handcrafted items that align with her aesthetic
- Lack of transparency about the artisans and production processes
- Difficulty finding brands that offer both modern designs and cultural authenticity
How Kalakriti Can Address Meera’s Needs:
- Artisan Storytelling: Share detailed stories of artisans and the cultural significance behind each product.
- Exclusive Collections: Offer limited-edition, fashion-forward designs that blend tradition with modernity.
- Sustainability Transparency: Emphasize eco-friendly materials and ethical production practices.
Part 2: Performing Keyword Research
| Category | Keywords | Subcategory | Keywords | Products |
|---|---|---|---|---|
| Bags | Canvas leather bags, mens leather backpack, Luxury bags for women, stylish bags for men, Trendy bags for women, new trendy bags, Leather bags for men, Leather bags for women, Luxury bags for women | Backpacks | stylish backpacks for women, Trendy backpacks for women, designer backpacks for women, classy backpack, ladies fashion backpack, Canvas leather backpack, luxury backpack mens, stylish ladies backpack, stylish travel backpacks, leather backpacks, ladies leather backpack, Leather backpack for women, Leather laptop backpack, leather travel bag womens, Leather travel backpack | Olive Green Backpack, Butterfly Backpack, Duffel Backpack, Blue Dari Backpack, Mint Kantha Throw Backpack, The Signature Backpack, Green Utility Backpack, Sky Celebrity Backpack, Box Backpack, Magic Green Backpack, Princeton Orange Backpack, Dirty White Backpack, Dirty White 2.0, Signature Canvas Backpack, The Denim Backpack |
| Messenger & Crossbody Bags | Luxury laptop bag, stylish laptop bags, mens leather laptop bag, stylish laptop bags for women, designer laptop bags, Luxury crossbody bag, Luxury laptop bag women's, stylish office bags, Trendy laptop bags, Trendy crossbody bags, passport crossbody bag, cross body bag mens, Men's cross bag, Ladies' leather laptop bag | Dirty White Messenger Bag, Crossbody Bag, Sleeve Bag, Canvas Leather Laptop Bag, Denim CrossBody Bag, Leather Fanny Bags, Leather Laptop Bags | ||
| Hand & Sling Bags | luxury handbags, Luxury tote bag, designer tote bags, stylish tote bags, Trendy handbags for ladies, Classy tote bags, stylish sling bags for ladies, Fancy handbags for ladies, expensive tote bags, Fashion sling bag, leather tote bag, Leather handbags for women, ladies leather handbags, Leather sling bags for women, leather handbags, luxury handbags, Leather tote bags for women, mens leather sling bag, Ladies leather laptop bag | Black Hand Bag, Sling Bag, The Denim Side Bag | ||
| Duffel Bags | designer rucksack mens, Luxury duffle bag, luxury luggage, stylish duffle bag, stylish mens travel bag, Luxury luggage bags, canvas and leather luggage, leather duffel bag, leather travel bag, leather luggage bag, Leather travel bags for men, Luxury duffle bag, women's leather duffle bag | Duffel Bag, Duffel Backpack | ||
| Utility Bags and Purses | leather makeup bag, leather makeup pouch, ladies toiletry bag, leather pouch bag, leather toiletry bag, mens leather pouch, luxury purses, expensive purses, leather hand purse, leather zipper pouch | Leather Utility Bag, Velvet Utility Bag | ||
| Cutlery | Leather Trays, Leather Organizers, Leather Desk Trays | Trays | leather trays, leather tray round, leather vanity tray, small leather tray, leather catchall, leather jewelry tray, leather tray for keys, genuine leather valet tray, large leather tray, large leather valet tray, small wooden tray, wooden cutlery tray, wooden serving tray, small wooden tray, rectangular wooden tray | Block Leather Tray, Rectangle Block Leather Tray, Leather Tray, Round Wooden Tray, Rectangular Wooden Tray |
| Bowls | leather bowl, leather bowl cutlery set, handmade leather bowl cutlery, genuine leather bowl cutlery | Leather Bowl | ||
| Leather Products | Leather Accessories | mens leather wallet, small wallets for women, card holder wallet, leather wallet, pure leather wallet for men, mini wallet for women, mens card holder wallet, leather wallets for women, bifold wallet, mens leather card holder, leather card holder, genuine leather wallet mens, original leather wallet, genuine leather wallet, mens bifold wallet, credit card wallet, minimalist wallet men, women's clutch wallet, luxury wallets for women, ladies leather wallets, leather accessories | Leather Card Holder, Leather Coin Wallet, Leather Clutch, Leather Hand Purse | |
| Leather Jewelry Storage | leather storage box, leather box, leather box with lid, leather jewellery box, leather jewelry organizer | Leather Jewellery Boxes, Leather Jewellery Box, Leather Square Jewellery Box, Leather Jewellery Bag | ||
| Leather Utility & Storage | leather organizer box, leather storage box, leather box, leather box with lid, leather decorative box, leather jewellery box, leather jewelry organizer, leather organizer box, leather storage, leather storage boxes with lids, leather trinket box, luxury leather box, leather wall organizer, leather wall hanging organizer | Leather Utility Box, Leather Stationery Box, Leather Organizer Box, Leather Hanging Closets (High Column, General, Three Column, Two Column), Leather Book Case |
Theme: Bags
| Keywords | Avg Monthly Search Volume (India) | Notes |
|---|---|---|
| leather bags | 33100 | Short-term keyword |
| leather bags for men | 27100 | Transactional |
| leather bags for women | 14800 | Informational, Transactional |
| mens leather backpack | 12100 | Transactional |
| luxury bags for women | 9900 | Transactional |
| stylish bags for men | 9900 | Transactional |
| trendy bags for women | 2400 | Transactional |
| new trendy bags | 480 | Informational, Transactional |
| leather bags | 33100 | Informational, Transactional |
Theme: Backpacks
| Keywords | Avg Monthly Search Volume (India) | Notes |
|---|---|---|
| backpacks for men | 74000 | Informational, Transactional |
| leather backpack | 9900 | Transactional |
| canvas backpack | 3600 | Informational, Transactional |
| womens leather backpack | 1900 | Transactional |
| ladies leather backpack | 1900 | Transactional |
| ladies backpack bags | 1300 | Transactional |
| leather laptop backpack | 1000 | Transactional |
| canvas backpack mens | 1000 | Informational, Transactional |
Theme: Handbag and Totes
| Keywords | Avg Monthly Search Volume (India) | Notes |
|---|---|---|
| canvas tote bags | 9900 | Informational, Transactional |
| womens leather tote bag | 3600 | Informational, Transactional |
| cloth tote bags | 2900 | Informational, Transactional |
| women's canvas handbags | 2400 | Informational, Transactional |
| women's canvas tote bag | 1000 | Informational, Transactional |
| canvas handbags | 480 | Informational, Transactional |
Theme: Laptop and Messenger Bags
| Keywords | Avg Monthly Search Volume (India) | Notes |
|---|---|---|
| Luxury leather laptop bag | 1000 | attainable |
| women's leather laptop bag | 2400 | Informational, Transactional |
| leather laptop bags for men | 12100 | Keyword Difficulty= 23 |
| mens leather messenger bag | 1900 | Informational, Transactional, KD= 23 |
| stylish men's laptop bags | 1300 | Transactional |
Part 3: Conducting a Competitive Analysis
Phase 1: Competitive Keyword Research
Keyword: leather bags for men
| Competition | URL | Domain Authority |
|---|---|---|
| nappadori.com | https://www.nappadori.com/collections/men | 43 |
| teakwoodleathers.com | https://teakwoodleathers.com/collections/men/women-bags | 33 |
| mahetri.in | https://mahetri.in/collections/leather-bags-for-men | 28 |
| leathertalks.com | https://www.leathertalks.com/collections/mens-bag | 24 |
| sreeleathersonline.com | https://sreeleathersonline.com/collections/executive-bag | 40 |
Keyword: Luxury leather laptop bag
| Competition | URL | Domain Authority |
|---|---|---|
| eske.in | https://eske.in/collections/leather-briefcases-for-men | 26 |
| nappadori.com | https://www.nappadori.com/collections/laptop-bags | 43 |
| leathertalks.com | https://www.leathertalks.com/collections/laptop-folio-bags | 24 |
| lapisbard.com | https://www.lapisbard.com/collections/bags-1 | 23 |
| eske.in | https://eske.in/collections/leather-briefcases-for-men | 26 |
Keyword: Backpacks For Men
| Competition | URL | Domain Authority |
|---|---|---|
| mahetri.in | https://mahetri.in/collections/leather-bags-for-men | 28 |
| nappadori.com | https://www.nappadori.com/collections/men | 43 |
| modernquests.com | https://modernquests.com/collections/men-bags-backpacks | 35 |
| thecollective.in | https://www.thecollective.in/c/men-bags | 43 |
| classyleatherbags.com | https://classyleatherbags.com/collections/leather-bags-for-men | 30 |
Keyword: Womens Leather Backpack
| Competition | URL | Domain Authority |
|---|---|---|
| sreeleathers.com | https://sreeleathers.com/collections/backpacks | 49 |
| nappadori.com | https://www.nappadori.com/collections/womens-backpacks | 43 |
| leathertalks.com | https://www.leathertalks.com/products/ladies-backpack-for-women-brown-black | 24 |
| thehouseofganges.com | https://thehouseofganges.com/collections/vegan-leather-backpacks-for-women | 11 |
| teakwoodleathers.com | https://teakwoodleathers.com/collections/leather-backpack/women-backpack | 33 |
Phase 2: Evaluating Competition
| Competitor | URL | Meta description | Title Tag | Heading Tag | Content score | Additional Resources |
|---|---|---|---|---|---|---|
| Nappa Dori | https://www.nappadori.com | Optimized | Optimized | Optimized | Medium | Yes |
| Kargha India | https://karghaindia.in | Long | Optimized | Not Optimized | Medium | Yes |
| Dharavi Market | https://dharavimarket.com | Not optimized | Not Optimized | Optimized | Medium | Yes |
| Indian Leather Craft | https://www.indianleathercraft.com | Not optimized | Optimized | Not optimized | Medium | Yes |
| Leather Talks | https://www.leathertalks.com | Not optimized | Not Optimized | Optimized | Good | Yes |
| Mahetri | https://mahetri.in | optimized | Optimized | Optimized | High | Yes |
| Sreeleathers Ltd | https://sreeleathers.com | Missing | Not Optimized | optimized | Not bad | Yes |
