Sheila The Label had a clear niche in swim shorts and modest swimwear. Google didn't show it for those searches. In the United States, where most of its sales come from, it wasn't in the top 100 results for "swim shorts for women".
The demand is there. In the US, "swim shorts for women" gets about 19,000 searches a month and "modest swimwear" about 18,000. No single US brand owns the niche, and the page ranking first for "modest swimwear" in May 2026 had less authority than Sheila's own site.
The site was also set up for Australia first, with the US as an add-on.
The opportunity was clear:
Set the site up for the US market, and get the collection pages ranking for the swimwear styles the brand is known for.
We started in January 2026. The first call was the domain. We switched the main domain to target the United States and moved Australia to its own section of the site, using Shopify Markets. The switch was made in February.
That gave Google one clear version of each page for each country. By March, Google had picked up the change, and a core update that month did no damage. More on international SEO, and on setting a site up for more than one country.
We went after searches that match what Sheila makes, like "one piece swimwear with shorts", "modest bikini" and "tummy control swim shorts". Each one was mapped to a collection page.
In Australia, comparing July to September 2026 with the same months in 2025, "one piece swimwear with shorts" went from position 10.3 to 4.8. "Tummy control swim shorts" went from 4.1 to 2.4. "Modest bikini" went from 19.6 to 5.1.
We wrote new content for the homepage and 5 collections. Round one went live in early March 2026: the homepage, swim shorts and rash vests. Round two followed the next week: one pieces, bikinis and bikini bottoms.
The copy sits in a "read more" section with its own FAQs. It gives Google the detail it needs without changing how the pages look to shoppers.
In May 2026 the one pieces collection made A$1,291 from organic search, up from nothing the May before. The homepage went from A$340 to A$2,207.
A niche brand wins on specific searches. "One piece swimwear with shorts" has fewer searches than "swimwear", and the people searching it know what they want.
Point each domain at one market. Sheila sold mostly to the US but was set up for Australia. Fixing that came before any new copy.
You can add depth without changing the design. A read more section keeps the page clean for shoppers and gives Google something to rank.
Final word
For Sheila The Label, organic search went from a handful of orders a month to a channel that sells every week. The work was on 6 pages and the way the site is set up for each country.
See how we approach ecommerce SEO, or read how byfreer more than doubled its organic revenue.
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