E-commerce / Dancewear
A US-based dancewear brand founded by professional ballerina Ashley Ellis was facing declining organic traffic against large retail competitors. A technically-led SEO strategy delivered a 250% increase in organic traffic, doubled position 1-3 rankings, and grew organic revenue contribution by 82%.
The Challenge
RubiaWear had built a strong brand identity in the dancewear community, but organic search performance was declining. SEO issues were limiting crawlability, domain authority needed strengthening, and the content strategy was not aligned to commercial keywords.
Competing against large retail aggregators with significant domain authority required a precise, technically-grounded approach rather than a volume-led content play.
Our Approach
A thorough technical SEO audit identified crawlability issues, site architecture problems, and Core Web Vitals weaknesses that were suppressing rankings despite the brand's genuine authority in the dancewear space.
The content strategy was rebuilt around the commercial keywords that drive revenue for a dancewear e-commerce brand, mapping product pages, category architecture, and content to buyer intent at every stage.
Domain rating was strengthened through a targeted link-building programme that leveraged RubiaWear's unique brand story and founder authority to earn high-quality coverage.
The Results
RubiaWear's organic traffic grew 250%, with doubled position 1-3 rankings driving highly qualified visitors. The 82% uplift in organic revenue demonstrates that the strategy targeted the right queries.
| Metric | Before Viaduct | After Viaduct | Change |
|---|---|---|---|
| Organic Traffic | Declining | +250% | Reversed & grew |
| Organic Revenue | Baseline | +82% | 82% uplift |
| Pos 1-3 Rankings | Baseline | 2x | Doubled |
| Technical Health | Issues present | Resolved | Fixed |
| Revenue Channel | Paid-led | Organic-first | Shifted |
Our organic traffic was declining and we needed a partner who understood both the technical side and the commercial reality of e-commerce. Viaduct Generation delivered a 250% increase in organic traffic and an 82% uplift in organic revenue - not just more visitors, but the right visitors who actually convert.
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