byfreer had the products and a brand people knew. It had never had any SEO work done. Shoppers searching for "silk tops" or "velvet pants" had no page to land on, so they didn't find the store.
Most of the search traffic came from people who already knew the name. For the products it actually stocks, like linen pants or cashmere knitwear, byfreer barely showed up.
Shopify was also showing a duplicate version of the store to Google.
The opportunity was clear:
Build collection pages around what people search for, and get byfreer in front of shoppers who don't know the name yet.
We started in December 2025 with a technical audit, then keyword research. We picked the product searches that matched what byfreer stocks, like "silk tops", "velvet pants", "linen pants" and "cashmere knitwear". Together the target keywords get over 8,000 searches a month in Australia.
Each one was given its own collection page. "Velvet pants" went from position 60 to 13. "Silk tops" went from 13.1 to 9.2 (Search Console, Australia).
Each target collection got new copy, a rewritten H1 and an FAQ section. The briefs were written in Google Docs, approved by byfreer, and uploaded from late February 2026.
After a strategy call in March we shortened the H1s to the core category term, like "Linen Dresses", and moved the longer wording into the body copy. A short heading matches what people type.
The silk tops collection didn't exist the year before. In its latest quarter it showed up in Google 5,807 times at an average position of 11.6. The velvet pants collection showed up 3,819 times. By April, Ahrefs had the new pages ranking for "designer silk shirts" at position 4, "womens velvet pants" at 9 and "black velvet trousers" at 10.
We ran a technical audit and fixed the priority items. The duplicate myshopify.com store was taken out of Google. Meta titles and descriptions were fixed across the site.
Internal links were added from the homepage to the collection pages, and we asked byfreer to add them to the footer too, so Google can reach them from every page. More on internal linking in Shopify.
A store with a known brand can still be invisible for the products it sells. Collection pages built around product searches fix that.
Keep H1s short. Put the words people search for in the heading and keep the brand story for the copy underneath.
New pages show up in Google before they get clicked. Impressions come first, and they tell you a page is on its way.
Final word
For byfreer, this was the first SEO work the store had seen. Ten months later, organic search brings in more than double the revenue it did.
We do a lot of work with fashion brands. For another swimwear and apparel story, see Sheila The Label.
Want to know what this could look like for your brand? Let's talk.
See exactly how you rank in Google and ChatGPT, plus the roadmap to grow traffic, leads and revenue from both.
Free Growth Plan
See exactly how you rank in Google and ChatGPT, plus the roadmap to grow traffic, leads and revenue from both.
Tell us where to send it. No lock-in contracts, no obligation.
Your FREE Growth Plan is underway. Keep an eye on your inbox.
Book a Free Strategy Call
