Jaded London SEO Case Study: 300% More Non-Branded Top 10s

Jaded London were performing well on branded search and almost nowhere on the terms new customers use. The opportunity was in the category and product pages nobody was finding.

Jaded London is a London-based online fashion brand selling denim, streetwear and occasion pieces direct to a predominantly Gen Z audience.

Industry

Fashion

Services

Organic Search

The Challenge

Strong on the brand name, invisible everywhere else

Jaded London had built genuine brand recognition, and their organic search reflected it. People searching for the brand found them; people searching for what the brand sells didn’t.

Branded search only reaches people who already know who you are, so growth from organic meant competing for the category and product terms where new customers start, a much harder set of results, and one the site wasn’t structured to win.

Technical Audit
Keyword Mapping
Content Audit
Internal Linking
Blogger Outreach
Unlinked Mentions

%

increase in non-branded top 10 rankings

%

increase in YoY organic revenue

%

increase in YoY organic traffic

Our Approach

Restructure the categories, then build authority to them

The audit found that several categories were too broad to rank for the terms inside them. We split them out, fixed how the site linked together, then built links to the pages closest to a first-page position.

Technical Audit

A full technical audit surfaced sitemap issues, 404s needing redirects and missing metadata - the unglamorous fixes that have to happen before anything else works.

Keyword Mapping

Several categories were too large and too generic to rank. Breaking them into more specific subcategory pages meant terms had a page built to match them rather than competing inside a broader one.

Content Audit

We audited every category page and rewrote the content against what each page was actually being asked to rank for.

Internal Linking

We improved site architecture by interlinking thematically related pages and making sure every relevant subcategory was linked from its parent, so authority flowed to the new pages rather than stalling at the top level.

Blogger Outreach

We approached fashion and lifestyle influencers to earn links directly to the key category pages, putting authority where the commercial terms lived rather than on the homepage.

Unlinked Mentions

A brand with real recognition gets mentioned without being linked. We found those mentions and asked for the link: the cheapest wins available, and only possible because the brand was already being talked about.

Let's Work Together

Gareth Hoyle

Managing Director

The Results

First-page positions on the terms that convert

Non-branded top 10 rankings rose sharply, and organic revenue followed within the first quarter. "Baggy jeans" (27,100 monthly searches) moved from position 68 to first. "Jorts" also reached number one, with "corsets", "coords", and "parachute pants" all landing on page one.

Those are the terms someone searches when they don’t yet know which brand they’re buying from. Winning them is what turns organic search from a channel that serves existing customers into one that finds new ones.