Fix what stops pages being indexed
Crawl and index coverage first. Variant URLs generating hundreds of near-duplicate pages, canonical tags pointing at the wrong parent, filtered collection URLs eating crawl budget.
SEO for fashion brands
Your buyers search by fabric, fit and finish. I make sure your store shows up for those searches, on Google and in AI answers. It starts with an audit of your store.
Book a consultationYou rank for your own brand name and almost nothing else.
Someone who already knows you can find you. Everyone else lands on a marketplace, a competitor, or one of the ten identical stores selling a similar product at a lower price. Your best-selling piece has no page that ranks for what it actually is.
This is not usually a content volume problem. It is a structure problem with a vocabulary problem sitting on top of it.
What is actually wrong on most apparel stores
Every colour and size of one product generating its own indexable URL, so Google sees forty pages where you have one garment. Collection pages with a headline and nothing else. Product descriptions written by the supplier and used by nine other retailers word for word.
Then the vocabulary. Your customer searches for a weight, a fit, a wash, a fibre. Your site says "blue jeans". The words that would win the search are the ones on your own techpack, and they never make it onto the page.
What I do about it
Rebuild collection page architecture
Most apparel stores have one thin page per category and nothing underneath. Your buyers search by fabric, weight, fit, and occasion, not by your internal merchandising tree. That gap is where the traffic is.
Write product and category copy that says something
Not keyword-padded filler. The construction, the weight, the fit, the wash, and what that means for the person wearing it. This is the part that is easy for me and hard for an agency.
Repair Core Web Vitals
Apparel stores are image-heavy by nature. Oversized hero images, unsized product thumbnails causing layout shift, and app scripts loading on every route are the usual three.
Stop seasonal cannibalisation
Last season's collection page competing with this season's for the same query is common and quietly expensive. It gets resolved with consolidation and redirects, not more content.
Search now includes the answer above the results
More buying decisions start with a question typed into ChatGPT or answered by Google before anyone scrolls. That answer names three or four brands. The work that gets you named is the same work that gets you ranked: clean product data, pages that answer a question plainly, and structured data a machine can trust.
A techpack is already structured product data. Composition, weight, construction, finish, care, origin. Apparel brands hold all of it internally and publish almost none of it where an assistant can read it.
Brands I have got into AI answers
Google's AI names Atlas and Maya as the only brand for a babywear question. The Atlas and Maya case study
Google's AI Mode names Happy Hands World the main sensory kit provider in Lakeland. The Happy Hands World case study
Google's AI Overview names Hysab Kytab beside the national banks. The Hysab Kytab case study
Google's AI Mode recommends Pixel Perfect Booths for 360 video booths. The Pixel Perfect Booths case study
Four unrelated sectors, one method: pages that answer the question plainly, product facts a machine can read, and a site Google can crawl cleanly.
Why seven years in denim changes this work
I developed around 200 fabrics a year for European and US brands. I know what a 12oz warp-faced twill is, why ozone and laser finishing changed what a wash can claim, and what a buyer means when they ask for something with more recovery.
That vocabulary is the difference between category copy that reads like it was written by someone who has held the fabric and category copy that reads like it was written for a search engine. Google has become very good at telling those apart.
How the work runs
Audit
Full technical crawl, index coverage, Core Web Vitals, a keyword map against your actual product range, and a record of what the AI assistants currently say about you. You get the findings whether or not we work together.
Plan
A priority order, not a list of 90 issues. Usually three things matter and the rest can wait.
Execute
Technical fixes first because they are fastest, then architecture, then content. I work in your store or alongside your developer.
Report
Monthly, in Looker Studio, tied to impressions, clicks, and revenue rather than rankings alone.
Questions
How long before this shows up in traffic?
Technical fixes can move impressions within weeks. Content and architecture work usually takes three to six months to compound. On a sensory kit store in Florida the twelve month figure was 145,000 impressions and 2,620 clicks, but that curve started slowly.
Do you work on Shopify specifically?
Yes, and most apparel brands I speak to are on it. I also work on WooCommerce. The platform matters less than the product data behind it.
You have not done SEO for a denim brand yet. Why hire you?
Because I spent seven years developing denim fabric for H&M, Zara, Mango, Tommy Hilfiger and American Eagle before I moved into search, and I run end-to-end SEO for a babywear brand on Shopify, where Google search now brings orders. I know what your product is, how it is made, and how your buyer talks about it. The search craft I can show you results for in other sectors.
Does this cover ChatGPT and Google AI Overviews?
Yes. I check what ChatGPT, Claude, Gemini, Perplexity and Google AI Overviews say about your brand and category, trace which sources they cite, and fix the product data and pages underneath. It is part of the same work, not a separate product.
Can you guarantee an AI placement?
No, and anyone who does is guessing. I have secured AI Overview placements in four unrelated sectors, which tells you the method works. It does not tell you it works every time.
What do you need from me to start?
Read access to Google Search Console and Google Analytics, a look at the store, and half an hour to tell me which products actually make you money. The audit comes out of that.
Send me your store and the markets you sell to.
I will tell you what I would fix first, and whether it is worth paying anyone to do it.
Book a consultation