SUCCESS STORIES

Aje: SEO that Fuels Fashion Forward

Aje built its name on statement pieces and standing out. Its website did the opposite: outdated content that missed what shoppers were actually searching for, and a slow-moving process that meant even simple fixes took too long to matter.

StudioHawk rebuilt the site's architecture around real user intent, optimised every major collection page, and cleared the publishing backlog so the brand could finally move as its pace.

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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

The Need

Aje's reputation was built in stores, but its website wasn't keeping pace. Behind a strong brand sat a site structure and content process that made it hard to compete for the search terms its customers were actually using.

The key challenges:

Content wasn't matching search intent.
- Existing collection and category content had been written without the search terms customers were actually using in mind, leaving pages that looked find but weren't built to rank.
Development moved too slowly to keep up.
- Even straightforward updates were stuck behind a slow dev process, meaning fixes and improvements that should have taken days were taking months.
- Content sat in review for extended periods before going live, breaking the consistency needed to build and hold search rankings.
Publishing bottlenecks stalled momentum.
- Navigation and category structure hadn't kept pace with the catalogue, leaving gaps in coverage and no clear path for search engines, or shoppers, to find key collections.
The site's architecture wasn't built for scale.
- Navigation and category structure hadn't kept pace with the catalogue, leaving gaps in coverage and no clear path for search engines, or shoppers, to find any key collections.

The Plan

We built a strategy to close the gap between Aje's brand and its digital performance, starting with structure, them building the content and authority to support long-term growth.

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Rebuild the site's information architecture

Restructure navigation and introduce long-tail collections that target specific search intent, building topical authority while keeping the experience intuitive for shoppers.

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Optimise collection pages and internal linking

Align page content, title tags, and meta descriptions with real search intent, then connect collections through contextual internal links to pass authority to priority pages, working around a platform that didn't support link widgets.

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Fix the technical foundations

Resolve underlying technical issues to give the site a stable base to build on, rather than layering new work over unresolved problems.

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Build authority through strategic link building

Run an ongoing link-building campaign to lift domain authority and support rankings for the collections the new structure was built around.

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Mapped the architecture around real search demand

Ran a competitor gap analysis and keyword research to identify high-value collections and categories, then used those findings to shape the new IA and mega menu around long-tail intent.

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Rewrote and interlinked underperforming collection pages

Prioritised categories with weak metadata or thin content, rewriting title tags, meta descriptions, and page copy, then wove internal links through the content itself to connect related collections and pass authority across the new structure.

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Resolved technical issues and rebuilt the publishing workflow

Fixed broken links, improved schema, and built an HTML sitemap to speed up crawling and indexation, new pages were being indexed within days of launch. Alongside this, introduced a workflow where Aje approved drafts and StudioHawk handled publishing directly, clearing a backlog that had been stalling momentum.

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Ran an ongoing link-building campaign

Delivered fresh link-building pushes every 2 to 3 months, directing authority to key collection pages and compounding the gains from the technical and content work.

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Long-tail collections built into the navigation, not just the URL.

The rebuilt mega menu breaks each top-level category (like Clothing) into the specific collections shoppers actually search for, Dresses, Knitwear, Denim, Matching Sets, and more, rather than leaving them buried in a flat category list. It's the IA work from The Plan made visible: structure built around real search intent, not just how the catalogue happened to organised internally.

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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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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.

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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Client success:

60%

Increase in organic traffic

32%

Organic revenue increase

“"I honestly can't put into words how awesome the experience has been working with StudioHawk. I would honestly take a bullet for them at this point with the work they have done with the team, and I feel like they have earned it for all the bullets they have helped us dodge."”

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Aje: SEO that Fuels Fashion Forward

The Need

The Plan

The Execution

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