SEO & Digital Marketing

DAMSON MADDER SEO CASE STUDY Dressed for Success 💃 Damson Madder, a women’s fashion retailer in the UK, were finding it hard to compete as a smaller business in a market full of huge retailers with huge budgets. To find our way in and get our foot in the door, we focussed on long-tail SEO, more specific categories, and other technical SEO elements designed to flank their more well-resourced but less nimble competitors. broken_image 558% increase in clicks through to product pages broken_image 410 % increase in clicks through to collection pages broken_image 231% year-over-year increase in 'dress' related queries help About Damson Madder Damson Madder is a British womenswear brand founded in 2020 by Emma Hill. Based in Camden, London, the brand is committed to responsible fashion, focusing on sustainability and transparency. They use organic and recycled materials, aiming to ensure sustainable practices are applied for each garment. ads_click What Was The Strategy? Category Creation: We helped identify new, more specific long-tail categories to sell their important dresses range. We looked at what they were already found for in Google Search Console and which had enough matching products to make creating a category worthwhile. Technical SEO: We fixed Shopify-specific issues, like removing non-canonical internal links to product pages, and other out-of-the-box problems. We also addressed page speed, and improved this so that the site could outperform bigger sites in this regard. On-Page & Content: We also improved collection page metadata, which were not very descriptive initially and left a lot of opportunity on the table. We also suggested above the fold content to further target long-tail queries that matched the styles that Damson Madder were known for. Section settings (hidden in Live View) We have been working with we for over a year now and have been impressed with their efficiency, professionalism and results. Easy onboarding process, great weekly / monthly reports and check-ins. Sophie is an absolute star! Would recommend. Section settings (hidden in Live View) map The Challenges Category Clean Up & Streamlining One of the first challenges that we tackled revolved around getting new categories set up on Shopify and streamlining this process. In short, we needed to completely overhaul their product tagging system in order to get new collections to auto generate based on tags. To achieve this, we created a comprehensive guide for the Damson Madder team dealing with what tags to add, how format them, and which logic and rules to apply when creating new tags for products. The result so when we are ready to add a new niche category in place the system behind it is ready to go. Living Within Our Means As mentioned previously, resource internally was relatively tight. At we, one of our key pillars is "Getting Things Done" so we helped things out by taking the initiative and implementing as much as we could ourselves. That said, however, Damson Madder (DM) had made a really good amount of web development resources available to us, so we did manage to get a lot of technical and development hours in to really fix up those technical issues. This involved fixing up poor CLS (Cumulative Layout Shift - basically things jumping around as the page loads), HTML errors, slow page speed due to inefficient scripts, and others. This was key when it came to outflanking competitor sites, which were SLOW for page speed, and gave us a great avenue to attack with DM's developers. Section settings (hidden in Live View) chart_data The Results 231% year-over-year increase in clicks for 'dress' related queries. 204% increase in overall organic keywords! 414% increase in organic keywords in the top three positions! Section settings (hidden in Live View) Helping the UK's Best Brands Level Up With SEO 537% increase in organic traffic since campaign start. increase in non-branded impressions since campaign start. View case study 558% increase in clicks through to collection pages increase in clicks through to product pages View case study 386% increase in organic users Sep 2024 vs Sep 2022 increase in organic search revenue, Sep 2024 vs Sep 2022 View case study 522% increase in candidate placements via organic search year-over-year increase in clicks for important commercial terms View case study 529% increase in keyword ranking on the first page of Google in June 2025 compared to 2023. increase in organic revenue June 2025 compared to June 2023 View case study 303% year-over-year increase in organic sessions year-over-year increase in #1-3 UK keyword rankings View case study 83% year-over-year increase in 1st page keyword rankings increase in organic revenue between July 2023 and July 2024. View case study 367% year-over-year increase in global organic users increase in first page rankings in the UK after 6 months. View case study 202% year-over-year increase in position #1-3 keyword rankings in less than a year increase in position #1-3 keyword rankings in less than a year. View case study 174% ranking for 'plaster coving' in the UK increase in organic traffic over the first 6 months. View case study 440% increase in keywords ranking in top 100 increase in top 10 keyword rankings over the course of the campaign. View case study 78% rankings for big keywords like 'ear wax removal Old Street' year-over-year increase in earwax removal bookings. View case study 60% positions for 'Modus Fireplace' in the UK year-over-year increase in enquiries View case study 228% increase in organic clicks YoY (April 2025 vs April 2024) increase in organic search revenue YoY (April 2025 vs April 2024) View case study 1st page YoY increase in 1st page rankings on Google Search (May 2025 vs May 2024) ranking for ‘CNC Machines’ View case study BOOK YOUR SEO CONSULTATION Ready to grow faster with SEO? Sign up to chat with an SEO expert to help you uncover hidden growth opportunities for your business. check In-depth SEO audit Uncover weaknesses and opportunities to overtake the competition and gain market share check Expert traffic analysis Discover quick wins to boost your visibility for your most valuable search terms check Custom SEO roadmap Get clarity and confidence with an SEO strategy aligned with your goals, industry, and unique challenges Client success: 558% increase in clicks through to product pages "Damson Madder were finding it hard to compete as a smaller business in a market full of huge retailers with huge budgets. We helped them get their foot in the door." Enter your details to book a consultation with an SEO expert. (No middlemen. No juniors. No sales pitches. We promise.) Section settings (hidden in Live View) Award-Winning SEO Agency These awards aren’t just for the pool room. 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