We had 40K in product range to work with, many of which ranked well already; however, most of these products are “own-brand” and do not have strong search volume on their own (unless customers are already familiar with the Hello Molly brand). Our aim was to increase the collection and filtered collection visibility in search engine results in order to drive more non-branded traffic to Hello Molly. We made the assumption that anyone searching non-branded terms such as “long sleeve tops,” “summer dresses,” “multi coloured rompers,” and so on, had either never heard of Hello Molly before or simply hadn’t considered them in their choice to shop online for new clothing.

Our approach was to identify all the different ways shoppers search for colours, sizes, trends, occasions, and seasonal events in combination with a product type. Then open and optimise collections accordingly so we can maximise our visibility in searches. This is how we achieved the ambitious goal of +100% year-on-year growth, as many of these filtered search terms where incredibly high in search volume across the US and Australia.

The vast amount of 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 across the wide range of filter combinations that exist for the business. 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 to migrate to a Headless CMS platform worldwide.