Sydney's Closet

Client Overview

Sydney's Closet is a designer and retailer of plus-size special-occasion dresses, serving a global audience of curvy teens and women. Their focus on sizes 14-40 makes them a key player in an important and underserved fashion niche.

The Challenge

The brand faced several challenges: seasonal demand spikes were not fully capitalized on, thin and overlapping content diluted keyword focus, and inefficient crawling of faceted navigation led to index bloat on low-value URLs. Their strong visual assets were underutilized, and the site was not prepared for the emergence of AI Overviews.

Objectives & KPIs

The primary objectives were to grow qualified organic sessions and revenue from non-brand search, expand the Top 3 keyword footprint for commercial queries, and future-proof the site for AI-driven search. Success was measured by YoY growth in organic sessions, revenue, conversion rates, and Top 3 keyword rankings.

The Strategy & Implementation

Our multi-faceted strategy focused on four key pillars:

• Technical SEO: We implemented robust rules to control facet crawl, standardized canonicalization, and pruned low-value parameter pages. This improved crawl budget and focused search engines on high-priority collections.
• On-Page Optimization: Collection pages were rewritten to target clear primary intents. We built a powerful internal linking system to create a "prom" cluster, passing authority to key revenue pages and expanding schema for Products, FAQs, and ItemLists.
• Content Strategy: We developed a hub of style guides and trend-led articles mapped to seasonal peaks. This included buying guides like "Mermaid vs. A-Line" and trend reports on prom colors, directly addressing user search intent.
• AI Optimization (AIO): To prepare for the future of search, we implemented an `llms.txt` file, created answer-first content for AI Overviews, and reinforced key brand entities through structured data.