International handbag designer and retailer, Clare V, wanted to increase organic visibility and market share for non-branded keyword categories. We carried out an in-depth technical SEO audit – combined with UX knowledge and strategic marketing expertise – to deliver an SEO project which aimed to both improve Clare V’s customer experience as well as increase the chances of visibility. We identified a number of core challenges to address which were impacting the brand’s organic potential. These included cannibilisation and overly granular categories which were hindering search engine understanding, diluting ranking potential. There were also ineffective product URL structures on Shopify leading to duplicate content and crawl inefficiencies.
18% increase in organic revenue.
Following the audit and identifying the priority issues, we restructured the website’s hierarchy, reducing cannibalisation and consolidating granular categories. Breadcrumb navigation was implemented to enhance hierarchy clarity and boost SEO visibility. We improved structured data across category pages and refined product schema markup for better search engine comprehension. Canonical URLs were streamlined to address duplication issues and improve crawl efficiency. From a local SEO perspective, we enhanced GMB profiles by updating links, optimising descriptive content, and redirecting outdated location pages to improve user engagement and local search visibility. The short project delivered strong results, with a 170% increase in organic impressions, driven by improved rankings for non-branded terms within key product categories. We also saw an 18% increase in organic revenue. By addressing technical SEO challenges and optimising the site’s structure, we successfully positioned Clare V to compete more effectively in the market while ensuring long-term organic growth.