Only your name brings visits
Nearly all search traffic is people typing the brand, and almost none is people typing the product.
SEO for Fashion
Get found for the dress, the fit and the fabric.
People search for the dress, the fit and the fabric long before they know your label. We bring those shoppers to your collections, and keep the path to checkout clear when the season changes.
What we measureSEO for Fashion3/3
- Visits from shoppers who did not search your name
- Movement from collection to product
- Sales from search, by collection
Get your free SEO audit
No cost and no commitment.
The search problem
Shoppers search for the garment before the brand.
A shopper types “linen wrap dress” or “wide-leg jeans petite.” They have never heard of your label, and they are ready to buy. If your collection is called “The Riviera Edit,” Google has no way to know it holds exactly what they want. Meanwhile last season’s pages return errors, and every size and color has spawned a copy of the page that competes with the real one.
We name and build collections around the words shoppers use, make each product page answer the questions that stop a sale, and set rules for seasons, sizes and sold-out pieces so nothing you earned is thrown away.
In plain terms
What is fashion SEO?
Most people who would love your clothes do not know your name yet, so they search for the garment, the fit, the fabric or the occasion. Fashion SEO is how your brand comes up for those searches. Most of that demand lands on collection pages, so the collections do the heavy lifting, and the product pages close the sale.
Clothing adds two problems other stores have less of. Stock turns over every season, and every piece comes in a grid of sizes and colors. Each can quietly multiply pages or delete them. Google has a format made for products with variants, which lets it show the right size, color, price and stock in results. The wider catalog method is on our e-commerce SEO page.
Signs the catalog is hiding the clothes
Collections named like campaigns
The pages have beautiful names that nobody would ever type into Google.
Last season returns errors
Old collection and product addresses are dead, along with the links and rankings they held.
One dress, twelve pages
Every color and size has its own address, and Google cannot tell which one to show.
What we do in fashion SEO
We keep your campaign names for the storytelling, and build lasting collections under the words people search: by garment, fit, fabric and occasion. Each one gets a short, useful introduction and stays live from season to season.
Fit notes, the model’s height and the size worn, fabric and weight, care, and how the piece runs against your others. Those are the details a shopper cannot get from a photo, and they are the difference between a sale and a return.
Variants are grouped under one product, with each color or size reachable and described in a form Google can read. Pages your filters create, such as red dresses in one size, stay out of Google unless shoppers search for exactly that.
When a line ends, each page gets a decision: keep it for next year, point it to its successor or the nearest collection, or retire it. Sold-out pieces stay live, with a way to be told when they return.
Check it yourself
Read your collection names as a stranger.
Write down the names of your ten main collections. Beside each, write what a stranger would type to find those clothes. Wherever the two columns differ, shoppers who have never heard of you are landing in someone else’s store.
You do not have to give up the brand voice to fix it. The lasting collection carries the plain name in its title and its address, and the campaign lives on the page as the headline, the photography and the story. Google reads the first, and the shopper feels the second.
- 01List your collections, and write the plain search term beside each one.
- 02Search three of those terms. Note which stores rank and what their pages are called.
- 03Open one product in two colors. Check whether the address changes, and whether both versions are in Google.
- 04Try the address of last season’s best seller. It should lead somewhere useful, never to an error.
- 05Read one product page for fit, fabric and care. If you would have to email to ask, so would a shopper.
What you get
Work you can hold.
- A collection structure in shopper language that outlasts the season
- Product page standards for fit, fabric and care
- Variant and filter rules, with product data Google can read
- An end-of-season plan for every retiring page
- Reporting on visits from non-brand searches, product views and sales
The readout
How we know it worked.
We record a baseline before we change anything, then read search visibility beside the actions that pay the bills.
- Visits from shoppers who did not search your name
- Movement from collection to product
- Sales from search, by collection
Pricing
Your investment in being found
Three ways to invest in your business showing up when buyers search. Each package is billed monthly, month to month, and each one includes everything in the one before it.
Foundation
The work every site needs, done properly and kept up every month.
$1,000a month
Month to month
We recommend
Growth
Foundation, plus the pages, articles and links that reach more of your buyers.
$2,500a month
Month to month
Leadership
Growth, plus press outreach, more markets and reporting that follows each lead to revenue.
$5,000a month
Month to month
The price changes only when the scope does, such as a very large catalog, many locations or a move to a new platform, and we agree any change in writing before the work starts.
Questions
Before we start.
Is SEO worth it for a small clothing brand?
Yes, if you pick your ground. A small label will not outrank a department store for “dresses.” It can win narrower searches that match what it makes well, such as a fabric, a cut or an occasion, and those shoppers are closer to buying.
How do you handle seasonal collections without losing rankings?
By separating what lasts from what rotates. A lasting collection, such as linen dresses, keeps its address and its rankings all year while the products inside it change. Short-lived campaign pages are pointed to the nearest lasting collection when they end.
What should happen to sold-out products?
If the piece will return, keep the page live, mark it out of stock and offer a restock alert. If it is gone for good, point the address to its successor or its collection. Deleting the page throws away every link and ranking it earned.
Do filter and size pages cause duplicate content?
They can. Each filter can create a new address showing nearly the same products. Shopify keeps most of these out of Google on its own, and other platforms need it set by hand. We let a filter page into Google only when it matches something shoppers search for.
Can SEO get our products into Google Shopping and AI answers?
It helps with both. Free listings in the Shopping tab come from a product feed with accurate price, stock and variant data. Google says its AI features draw on the same index as regular search, with no special markup required, so clear product facts on a page that ranks are what count.
Keep exploring
Find the next useful page.
All SEO servicesExplore the full search program and its specialized services.E-commerce SEOThe full catalog method: categories, products and filters.Shopify SEOCollections, variants and themes on Shopify.SEO for RetailWhen the brand also has stores to fill.WooCommerce SEOAttributes and variations on a WordPress store.Consumer goodsThe wider marketing program for product brands.
Send us the store. We will show you the searches your collections could be winning, and what stands in the way.
- How your buyers search for what you sell
- Who shows up above you today, and why
- Your website, as Google reads it
Prefer email? Write to hello@wearemachina.com
Prefer to talk? Call (831) 230-7787
What we measureSEO for Fashion3/3
- Visits from shoppers who did not search your name
- Movement from collection to product
- Sales from search, by collection
Get your free SEO audit
No cost and no commitment.