Case Study: Spell achieves 95% non-branded organic growth with Optimising

Spell grows non-branded clicks by 95% with Optimising

Spell, an iconic Australian bohemian fashion label, faced challenges with a fragmented international website architecture consisting of approximately 200 subdomains. This setup diluted their domain authority and led to a heavy reliance on branded search and paid media, limiting their visibility for non-branded, category-based searches. They partnered with Optimising to consolidate their web presence and grow organic reach.

Optimising consolidated Spell's subdomains into a single root domain and executed a full platform migration. They implemented a comprehensive collection page content strategy and recommended turning off brand paid search. As a result, Spell achieved a 95% year-on-year increase in non-branded organic clicks, significantly reduced their paid search dependency, and redirected the freed budget to non-branded customer acquisition.

Spell