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Typical project · eCommerce

From ad spend to organic growth

A new category architecture, content built around search intent and optimisation for AI search engines for a sustainable fashion online store with a large catalogue.

ServicesSEO · AI SEO · Content
Typical duration6-9 months
MarketSpain
Goals
  • Reduce dependence on paid advertising
  • Rank the categories with the highest demand
  • Make the brand easy for AI assistants to read and cite
  • Retain rankings during the migration
Starting point

A catalogue with no search structure

Fashion retailers often rely on paid advertising for most of their sales. Acquisition costs creep up over time, and the organic channel brings in little beyond branded searches.

Categories tend to mirror the internal organisation by collection and season rather than what customers actually search for. Filters generate thousands of indexable URLs, and several categories end up competing for the same queries.

Approach

How we do it

  • 01Demand research

    Sector searches grouped by intent and cross-referenced with the catalogue and margins.

  • 02New architecture

    Demand-led categories, filters indexable only where they have their own search volume, and a complete redirect plan.

  • 03Intent-led content

    Category copy, buying guides and articles on materials and certifications, with verifiable data and sources.

  • 04AI SEO

    Structured data, mentions in trade media and monthly tracking in ChatGPT, Perplexity and Gemini.

What changes

What changes in a project like this

  • Categories follow what customers search for, not the internal org chart.
  • Filters stop creating duplicate pages that compete with each other.
  • Organic search carries more weight against paid advertising.
  • The brand has sourced content that AI assistants can read and cite.
Process

Project phases

  1. Months 1–2

    Audit and demand

    Technical audit, cannibalisation analysis and keyword research.

  2. Months 2–3

    Architecture and migration

    New category structure, filter rules and redirects.

  3. Months 3–6

    Content

    Category copy, buying guides and supporting articles.

  4. Months 6–9

    Authority and AI SEO

    Media mentions, structured data and tracking in AI assistants.

Services applied

Disciplines in this project

SEO AI SEO Content and brand Digital PR
Assessment

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