An online fashion retailer with seasonal collections had accumulated technical constraints: duplicate pages, inconsistent filter handling and competing categories. The content team also lacked shared SEO requirements.
Diagnose technical constraints affecting search and establish an SEO-content process.
The goal was not a set of isolated fixes, but standards that every new page and text would follow.
The project had two stages: diagnosis and a roadmap first, then process implementation and support for the content team.
- Ran a full technical SEO audit covering indexing, filters, canonical pages, speed, mobile usability and internal links.
- Systematized technical issues and prioritized them by impact on visibility and implementation effort.
- Prepared a six-month roadmap, prioritizing work from critical duplicates to template improvements.
- Agreed SEO content standards for headings, text structure, metadata and internal links on new pages.
- Built the process into the team’s workflow so new materials and categories receive SEO review before publication.
- Set up implementation tracking with regular roadmap and page-group reviews.
We worked with the internal team rather than replacing its specialists, giving them standards and priorities. The client’s developers and content managers completed a substantial part of the roadmap with our guidance, so the team gained capabilities as well as results.
Over six months, organic traffic grew 38%. More than 120 technical issues were organized in the roadmap, and the share of target pages indexed increased from about 65% to 90%.
| Metric | Result |
|---|---|
| Technical issues in the roadmap | 120+ |
| Target-page indexing | About 65% → 90% |
| Organic traffic over 6 months | +38% |
Metrics are transcribed from the original case materials. A period is stated where it is recorded in the source.
We recommended these next steps:
- Improve product cards with unique descriptions and markup for richer search results.
- Prepare seasonal collection pages early for demand peaks.
- Build GEO visibility so the store appears in AI answers about choosing clothing.