Delivering SEO growth for fashion retailer Nobody's Child

We built a four-pillar approach:

• Defend: Protect high-volume dress collections through technical fixes, redirects, and keyword-focused content.
• Grow: Launch new Dresses by Colour pages aligned with seasonal search demand, such as yellow dresses and pink dresses.
• Optimise: Enhance collection pages with structured SEO copy, schema improvements, and refined internal linking.
• Evolve: Weekly monitoring of volatility, rapid response to ranking drops, proactive support for seasonal launches and identification of upcoming colour or style variations for quick optimisations.
  
  
  

IMPLEMENTATION

Content Optimisation

• Enhanced the introduction content along with metadata for 90+ collection pages, focusing on specific and targeted queries for a better audience-led shopper journey.
• Introduced Dresses by Colour collections targeting seasonal colour variations across dress themes and styles.
• Targeted specific on-brand queries for high competition terms through the inclusion of audience-specific language and phrases. 
• Optimised key categories at least three months in advance of trending peaks with additional small improvements during peak periods to capitalise on YoY seasonal variations. 

Technical Fixes

• Diagnosed and resolved 302 redirect issues from Shopify’s geo targeting that blocked Googlebot.
• Applied canonical fixes and reinstated UK root URLs to restore indexing.
• Validated schema and crawlability to improve eligibility for rich results.
  
  

Creative SEO Solutions

• Keyword clustering by intent, colour, pattern, and occasion guided new collection builds.
• A weekly dress keyword watchlist enabled agile responses to May volatility.
• Flexible approach to new collection page creation to increase visibility and keyword inclusion for targeted themes and edits.
• Collaborated with Digital PR teams, including the And It Has Pockets campaign, to secure contextual backlinks.