Project overview
Runaway The Label is a fast-growing fashion brand specialising in trendy, affordable occasion wear.
They had the branding, the flawless social media feeds, and the Insta-worthy fits—but their organic search game? Let’s just say it needed a glow-up.
While they were smashing it in the realms of paid ads and branded search, they were missing out on a goldmine of new customers who hadn’t heard of them (yet).
Enter House of Psalm: the SEO dream team ready to roll up our sleeves, dig into the data, and make sure Runaway owned the fashion SERPs.
The Challenges
Branded Search Reliance
94% of Runaway’s organic traffic in the US came from branded searches, meaning they had little reach beyond people already looking for them, and were missing out on customers searching terms like, ‘green formal dresses’.Invisible Product & Category Pages
Key product categories (hello, menswear and formal dresses) were practically MIA in Google’s search results.Technical SEO Headaches
Duplicate pages (like having multiple copies of the same book in a library but with different covers and titles) were fighting each other for search rankings.Linking Matrix
Their internal links (linking from one page on your site to another) was a mess.Missing Schema
Their schema markup (a special type of code (structured data) that helps search engines understand what’s on your page) was nowhere to be seen.Seasonal SEO Fumbles
Prom season was a goldmine, but the site had zero dedicated pages to capture the rush. Major missed opportunity.
How We Did Our Magic
- [01]Technical Fixes & Site Health Boost
Keyword Cannibalisation Detox - Merged competing product pages so they’d stop getting in each other’s way. When two pages target the same keyword, Google doesn’t know which one to rank—so instead of boosting visibility, they end up cancelling each other out. Think of it like two friends texting you at the same time about dinner plans—confusing, right?
Site Speed Glow-Up - Optimised images, tackled lazy loading and addressed Core Web Vitals issues.
Schema Markup Overhaul - Implemented structured data magic for products (like giving Google a neatly labelled cheat sheet, so it instantly knows what’s on your page), FAQs, and breadcrumbs (a little navigation trail that shows users (and Google) where they are on your site) to win those sweet, sweet results.
Hreflang Clean-Up - An hreflang tag is like a signpost for Google, telling it which language and country version of a page to show. No more confusing Google with incorrect language and regional tags!
- [02]Content & Category Optimisation
Category Page Upgrades – Optimised high-traffic sections like dresses and menswear with killer meta titles, descriptions, and juicy on-page content.
Trend-Driven Blog Strategy – Created content hubs with handy guides like 'How to Style a Maxi Dress for Any Occasion' to capture long-tail searches.
SEO-Focused Product Pages – Introduced Shop by Colour filters to rank for terms like 'black maxi dress.'
- [03]Backlink Clean Up & Strategy
Backlink Cleaning – We audited Runaway’s backlink profile to remove toxic links weighing them down, and identified authority gaps holding them back.
Backlink Acquisition – Then we built a fresh, fashion-relevant backlink strategy focused on high-quality placements that actually move the needle.
- [04]Competitive SEO & Seasonal Wins
Prom Dress SEO Takeover – Launched dedicated prom dress landing pages segmented by colour, fabric, and length (Windsor Store, who?).
Seasonal Content Strategy – Blogs like 'Top 10 Prom Dress Trends for 2025' got us ranking early for high-intent searches.
Backlink Hustle – Landed front-row links from fashion blogs, supplier mentions, and media outlets to boost domain authority.
The Results (AKA, The Fun Part)
Our strategy didn’t just boost traffic—it turned clicks into customers and made Runaway impossible to miss. Here’s what happened when search started pulling its weight.
102%
AU organic revenue increase YoY—from $1.2M to $2.5M, driven by smarter visibility and higher-intent clicks.184%
Lift in US organic purchases—proving the traffic we drove didn’t just browse, it bought.102%
Increase in indexed keywords (AU), with an 83% lift in the US—more terms, more visibility, more reach.1#
Runaway now ranks top for 'mini dresses,' 'wedding guest dresses,' and more—outranking major global competitors.
Our takeaways
Runaway The Label’s SEO transformation wasn’t just about rankings—it was about visibility, discovery, and long-term growth.
By fixing technical issues, strengthening category pages, and capitalising on seasonal demand, we helped turn organic search into a major revenue driver for this brilliant brand.
Now, they’re reaching new audiences, increasing conversions, and building a sustainable SEO foundation for the future.
Oh, and most importantly? More and more It-girls are finding their forever wardrobe staples and turning heads at events.
We’d call that nothing short of a happy ending—win-win!
CONTACT
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