Fashion ecommerce SEO case study
Baccus is an independent designer menswear store in Colchester, Essex, competing online with national fashion retailers for searches on the same brands. We redesigned its WooCommerce website for a more premium look, rebuilt its brand pages around what shoppers actually search for, and set up monthly SEO reporting to measure every change. In the first month, the site ranked for 15% more keywords.
Baccus stocks the labels menswear shoppers search for every day, but its brand pages weren’t showing up for those searches. Our ecommerce SEO audit found the same problems on almost every page, most of them common to WooCommerce clothing stores:
We treated every brand page as a landing page in its own right, built on UK search data and the stock actually on the page.
Results
One month after the September 2026 baseline, the store’s search footprint is already growing. Baccus now ranks for 36 more keywords, and its Lacoste brand page has become the site’s top landing page from Google, sitting just off page one for “lacoste”.
These figures come from Semrush’s October snapshot, taken within a week of the new brand page copy being written, so most of the effect of the content work is still to come. We’ll keep reporting monthly as the changes bed in.
The next phase finishes the remaining brand pages and adds category pages built around brand and product searches, such as BOSS T-shirts and BOSS tracksuits. BOSS T-shirt searches alone add up to over 10,000 a month in the UK.
Often, yes, on the right searches. Independents rarely win the broadest brand terms straight away, but well-written brand pages, specific product searches and a local angle (such as “Lacoste Colchester”) give them real openings. Smaller labels with little online competition can be the quickest wins of all.
Out of the box, WooCommerce brand and tag pages often have template headings, duplicate meta descriptions and little or no unique copy. Google has very little to go on, so the pages struggle against retailers that have written them properly.
Some changes show up within weeks, as Baccus’s first month shows, but most fashion stores should plan on several months for the full effect. Measuring against a baseline from day one is the only way to know what’s working.
Focus Ecommerce helps independent fashion and lifestyle retailers turn their websites into a steady source of sales, from premium web design to SEO and email marketing.