The Challenge
A growing swimwear brand was stuck with their SEO. They had strong products and some existing authority, but their SEO setup was holding them back:
- Category pages weren’t built in a way that allowed them to rank.
- Keyword targeting lacked focus.
- Internal linking wasn’t being used strategically.
- Authority wasn’t strong enough.
They needed a clear strategy that would drive real revenue growth, not just traffic.
The Strategy
I applied a four-step approach to turn their SEO around.
1. Keyword Targeting
We identified the highest-value keywords by:
- Reviewing the brand’s products for obvious category opportunities (one-pieces, bikinis, triangle bikinis, square-neck swimsuits, etc.).
- Using SEMrush and Google Search Console to find keywords they already ranked for in positions 2–20.
- Prioritizing keywords tied to the most profitable products.
This allowed us to build a focused keyword roadmap rather than spreading efforts too thin.
2. Category Page Setup
On Shopify, the brand’s collection pages were set up as filtered views instead of standalone pages. This meant Google was ignoring them, leaving huge ranking opportunities untapped.
We fixed this by creating dedicated collection pages for:
- One-piece swimsuits
- Bikinis
- Subcategories like square-neck and V-neck styles
Once these pages were live, Google could properly index and rank them, opening the door to valuable keyword traffic.
3. Internal Linking
The brand already had backlinks from strong fashion publications, but that authority wasn’t reaching deeper pages.
I:
- Mapped out which pages had the most backlinks.
- Added contextual internal links from those high-authority pages to priority category pages.
- Built 5–10 high-value internal links per target page.
This redistributed authority across the site and helped category pages move up in the rankings.
4. Digital PR & Link Building
To expand authority further, we executed a digital PR campaign:
- Used platforms like Qwoted to get featured in journalist-written articles.
- Reached out to fashion publications for inclusion in “best swimsuit” and seasonal roundup articles.
- Balanced link acquisition by targeting both the homepage and key category pages.
This built brand trust, increased visibility, and drove even stronger search performance.
The Results
By combining keyword targeting, technical SEO improvements, internal linking, and digital PR, the brand achieved:
- $23,000+ per month in new organic revenue
- Improved rankings for core product categories
- Sustainable SEO growth built on authority and focus
Takeaway for Fashion Brands
The difference-maker wasn’t “doing SEO tasks”, it was aligning SEO strategy directly with revenue goals.
By focusing on high-value products, fixing technical barriers, and building authority the right way, this swimwear brand was able to see consistent organic growth.
