Case Study — SEO / Organic Growth
NEXT PLC
Taking the UK’s largest fashion retailer from strong domestic rankings to the top of international search — one language, one category page at a time.
The Challenge
Where things stood
NEXT was already the UK’s largest fashion retailer, but organic search was the next battle — both at home and internationally. This was 2017, before AI made localization easy: ranking well in markets like Germany and France meant manually translating and optimizing meta tags at scale, with no shortcuts.
What I Did
The approach
- Built a quarterly optimization calendar covering every category and product page, four full cycles a year.
- Brought in language experts to properly localize meta tags for key markets like Germany and France, rather than relying on machine translation.
- Prioritized which pages got attention first based on revenue potential and upcoming promotional briefs.
- Ran high-quality keyword research and optimized 30,000+ pages every quarter.
The Impact
What it moved
#1ranked online fashion retailer in the UK, 2 years running
40%growth in international traffic within a single year
30,000+pages optimized every quarter
Want results like this?
SEO at this scale is a systems problem as much as a content one. If your organic channel needs a real operating rhythm instead of one-off fixes, let’s talk.
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