Our job was to connect the buyer with Hello Molly’s product range, even if they didn’t search for the brand name. This was a huge undertaking, as Hello Molly has over 40,000 products at any one time. New products are added to the website daily, and their team needed an efficient and clear way to categorise them.

Most of the products sold on Hello Molly are “own-brand” and do not have a strong search volume on their own, unless customers are already familiar with the brand. Our aim was to increase visibility in search engine results for product collections to drive more non-branded traffic to the website.

We made the assumption that anyone searching non-branded terms such as “long sleeve tops,” “summer dresses,” or “multi-coloured rompers” had either not heard of Hello Molly or hadn’t considered them in their choice to shop online for new clothing.

Our approach was to identify all the different ways that shoppers search for colours, sizes, trends, occasions, and seasonal events in combination with a product type. For example, a size medium pink bodycon dress for a party. We then opened and optimised collections accordingly so to maximise visibility in searches. This is how we achieved the ambitious goal of +100% year-on-year growth in non-branded traffic.

Our intensive keyword research and collection- and sub-collection mapping for filters has paid off in the long run. We spent months of mapping and getting all the onsite fields unique and correctly optimised as per current best practice, whilst minimising any potential duplication issues. Now that we have moved on to more traditional SEO techniques both onsite and offsite, we have been able to continue a strong growth trend organically and help the business in their new plans for expansion in FY25 and beyond.