Represent Clo
Based on real UK client results
Shopify SEO + Content Strategy
Project Overview
Represent Clo is a UK-born streetwear brand headquartered in Manchester that has grown from a small independent label to an internationally recognised fashion brand. Built on Shopify Plus, their store featured hundreds of premium streetwear products with a loyal social media following exceeding 500,000 across Instagram and TikTok. Despite this brand strength, they were leaving massive organic revenue on the table. Their product pages were virtually invisible on Google. Within 8 months, we increased their organic revenue by 220%, ranked them for 350+ product keywords, and turned their blog into a 15,000-visitor-per-month traffic engine.
The Challenge
Represent Clo had built their brand almost entirely through Instagram and influencer marketing, which meant their organic search channel was severely underdeveloped. Their Shopify store had classic eCommerce SEO problems: product descriptions were just 1-2 sentences copied from manufacturer notes, collection pages had zero descriptive content (just product grids), their blog hadn't been updated in 8 months, and Shopify's duplicate content issues from tags and collections were creating thousands of indexable but thin pages. Page speed was poor at 4.5s on mobile due to uncompressed images and heavy theme JavaScript. They were spending £8,000/month on Instagram ads but only £0 on organic, missing an entire channel of high-intent buyers searching for terms like 'oversized hoodie UK' and 'premium streetwear brand'.
Our Strategy
Phase 1. Audit & Research: We crawled the entire Shopify store finding 2,400 duplicate URLs from Shopify's tag and collection system, 180 product pages with thin descriptions under 50 words, and zero Product schema markup. Competitor analysis revealed brands like ASOS and END Clothing dominated for category keywords but had weak presence for specific product-type searches. Phase 2. Technical & On-Page: We fixed duplicate content with canonical tags and noindex directives on tag pages, rewrote product descriptions for all 180 products (averaging 350 words each with natural keyword integration), added Product schema with pricing and availability, and reduced mobile load time from 4.5s to 2.1s through image compression and lazy loading. Phase 3. Content & Collections: We wrote unique, SEO-optimised descriptions for all 24 collection pages (400-600 words each), launched a bi-weekly blog publishing buying guides, style guides, and seasonal trend articles targeting informational keywords. Phase 4. Link Building & Ongoing: We secured backlinks from 15 UK fashion publications, implemented internal linking from blog posts to product and collection pages, and set up enhanced eCommerce tracking in GA4 to attribute organic revenue accurately. Monthly reports tracked revenue per organic keyword cluster.
Audit & Research
Crawled store finding 2,400 duplicate URLs, 180 thin product pages, zero schema. Competitor gap analysis for product-type keywords.
Technical & On-Page
Fixed duplicate content, rewrote 180 product descriptions (350 words avg), added Product schema, cut mobile load time to 2.1s.
Content & Collections
24 collection page descriptions, bi-weekly blog with buying guides and style guides targeting informational keywords.
Link Building & Ongoing
15 UK fashion publication backlinks, strategic internal linking, GA4 enhanced eCommerce tracking, monthly revenue reports.
The Results
220% increase in organic revenue in 8 months
Ranking for 350+ product keywords
50% reduction in page load time
Blog driving 15,000 organic visitors per month
Before & After
| Metric | Before | After |
|---|---|---|
| Monthly Organic Revenue | £12,000 | £38,400 |
| Organic Product Keywords (Page 1) | 8 | 350+ |
| Blog Organic Traffic | 200/month | 15,000/month |
| Mobile Page Speed | 4.5s | 2.1s |
"We always relied on Instagram for sales. iTech Digital showed us the massive organic opportunity we were missing and completely changed our growth trajectory."
- Represent Clo, Manchester
Tools & Techniques
Services Used
Explore More
Want Similar Results?
We delivered 220% increase in organic revenue for Represent Clo using Shopify SEO and online store SEO. If you are scaling an ecommerce brand and organic has stalled, the bottleneck is usually technical rather than creative.