SUCCESS STORIES

Aje: SEO that Fuels Fashion Forward


Aje, a leading Australian designer fashion brand, turned to StudioHawk for an eCommerce SEO strategy that would fuel growth in the competitive online space. By focusing on optimising website architecture, SEO content, and technical foundations, we tailored a strategy that not only improved organic search rankings but also addressed specific eCommerce business needs. Keep reading to see how our work helped Aje dominate in the digital marketplace!
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107%
Growth in ranking keywords
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206%
Increase in non-branded traffic
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31%
Increase in organic traffic
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About Aje
Aje is a renowned Australian fashion label celebrated for its bold, contemporary designs and commitment to empowering women through statement pieces. With a strong presence in both retail and eCommerce, the brand caters to a sophisticated audience seeking designer fashion that exudes confidence and individuality.

 
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The Need
While Aje’s reputation was thriving offline, its digital presence needed fine-tuning. The brand was contending with outdated content that missed the mark on search intent, a slow development process delaying critical updates, and content publishing bottlenecks that stalled momentum. These obstacles were holding Aje back from achieving its full potential in organic search visibility and user experience in the eCommerce space.

 


 
We've been working with StudioHawk for the past 18 months and have seen remarkable growth in our organic traffic and new user acquisition. Our organic sessions have increased significantly, alongside improved search engine rankings and overall site engagement. We've relied on their expertise to prepare for key events, optimize daily operations, and tackle large-scale site projects. They have become a crucial partner in driving our long-term organic growth.
Rhyanna Cardillo
eCommerce Project Manager - Aje + AJE ATHLETICA
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The Plan
Our strategy aimed to align Aje’s digital capabilities with its stellar reputation. We designed an intuitive website architecture, ensuring seamless navigation and targeting user-specific intents.

 

The plan included optimising collection pages, addressing technical SEO needs, and creating a workflow to bypass the content publishing roadblocks. Additionally, we planned strategic link-building campaigns to elevate Aje’s authority and visibility.

 

The strategy included:

 

  • IA structure & Mega Menu Navigation
    Building out the overall website architecture for Aje ensuring the creation of long-tail collections to help us target specific intents and develop the topical authority for the brand, ensuring that the new proposed collections aligned with our target audience.
    Improve the menu navigation, and ensure users can navigate easily throughout the website.

 

  • Optimised collection page content & on-page elements
  • To support the increase of organic traffic and revenue, we focused on revamping and optimising the collection page’s content making the pages more relevant to search engines and helpful to users.
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  • We optimised title tags and meta descriptions to align with search intent and improve click-through rates from search engines. As at the moment Aje lacked the capabilities to add internal link widgets to their collections, we focused on creating relevant internal links across the written content leveraging the optimised website structure that we had previously defined.

  • Internal links
  • Aje lacked the capabilities to add internal link widgets to their collections, so we focused on creating relevant internal links across the written content leveraging the optimised website structure that we had previously defined.

 

  • Technical Excellence
    We provided technical recommendations to create a strong foundation upon which we could build a long-term and future-proofed strategy.

 

  • Strategic Linkbuilding
  • Drive high quality backlinks to support our key keywords targeting.
 
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The Execution
To boost Aje’s organic search visibility, we started by revamping their website's information architecture. This included a thorough competitor gap analysis and strategic keyword research, allowing us to target high-value collections and categories. These areas often lacked optimised metadata or meaningful content, which was hindering their ranking potential.
 
We prioritised mapping underperforming categories, creating tailored keyword strategies, and crafting engaging content. Our approach included optimised meta titles and descriptions and a robust internal linking structure to connect related collections and enhance topical authority.
 
On the technical SEO side, we addressed foundational issues like broken links, implemented schema improvements, and developed an HTML sitemap to enhance crawlability and indexation. These fixes provided a strong base and delivered quick wins, with new pages being indexed just days after launch.
 
One challenge was the client’s backlog in reviewing and publishing content. We introduced a streamlined workflow where Aje approved content drafts, and the StudioHawk SEO team handled the publishing process directly. This collaboration allowed us to publish high volumes of content swiftly, building on the momentum created by technical improvements.
 
To further support growth, we executed a strategic link-building campaign, updating efforts every 2–3 months to drive authority to key collection pages. This cohesive approach resulted in higher keyword rankings, increased visibility, and sustainable performance improvements for the site.
 
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The Results
Aje’s SEO success speaks for itself: a 31% boost in organic traffic, a 206% rise in non-branded traffic, and 107% growth in ranking keywords. The collections pages saw a 128% keyword increase and 30% more engaged sessions from shoppers.
 
These results highlight how a tailored strategy and technical precision transformed Aje’s digital presence, driving real results for their e-commerce powerhouse.
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Overall website performance - 12 months:

 

31.04% increase in organic search traffic across the whole website (brand + non-brand queries)


44.05% increase in organic search visibility


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Non-branded queries performance - 12 months:
 

60.77% increase in non-branded traffic over the last 12 months


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Conclusion
Aje's journey with StudioHawk showcases the power of a well-rounded eCommerce SEO strategy tailored to tackle challenges head-on. By transforming their information architecture, refining content for user intent, and addressing technical roadblocks, we set the foundation for long-term success.
 
The results speak volumes: skyrocketing non-branded traffic, substantial keyword ranking growth, and a revenue increase. This client story is a testament to the impact of blending creativity and adaptability to achieve outcomes for an iconic eCommerce brand.

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