Never Fully Dressed had a great line and a loyal audience – but a technically broken website was silently bleeding organic revenue. We fixed it, scaled it, and turned SEO into their highest-performing acquisition channel.
Never Fully Dressed is a UK-based fashion brand known for its bold prints, inclusive sizing (UK 6-28), and feel-good community. Founded by Lucy Aylen, the brand has built a loyal audience of women who believe getting dressed should be joyful – not stressful.
They sell through their Shopify store and have a strong social media presence, but organic search had never been properly developed. When they came to Search Magic, their technical SEO was in a critical state – pages were cannibalising each other, crawl budgets were being wasted, and their best products were essentially invisible to Google.
The opportunity was enormous. The brand had the authority, the content, and the products. They just needed someone to fix what was broken and build a proper SEO foundation.
Before anything else, we had to stop the bleeding. The technical foundation was broken, meaning no amount of content or links would move the needle until we fixed it.
We mapped every collection and product page to high-intent keywords with real purchase intent, then built an internal linking structure that passed authority to the right pages.
We turned the blog from a brand channel into an organic traffic engine — creating content that attracted buyers at every stage of the funnel and linked directly to revenue-generating pages.
With the technical and content foundation in place, we built high-quality backlinks from relevant fashion, lifestyle and retail publications to accelerate rankings.
"When they completed their first audit, our website was in a terrible state. From the very beginning, Anna and her team impressed with their thorough, organised, and strategic approach. They help us pinpoint areas of improvement every month to ensure performance is improved."
We partner with a limited number of ecommerce brands.
If you’re serious about using organic search as a scalable acquisition channel, let’s talk.
Generating +$144,000 in Organic Revenue in 8 months
Growing Organic Revenue 5x across UK & US market in the first 4 months
Adding +£90,000 in Organic Revenue in 13 Months
