How Sass & Bide Achieved #1 for Designer Dresses Despite Declining Brand Interest
Premium fashion SEO delivering 225 ranking position improvements and #1 for high-value keywords—but revealing the limits of SEO when brand demand declines. A case study in honest attribution.
The Challenge
Sass & Bide needed to establish rankings for high-value 'designer' keywords aligned with their premium brand positioning. The Australian fashion e-commerce market was increasingly competitive, with established players and fast-fashion retailers both competing for the same search visibility.
The engagement focused on two key objectives: first, achieve page 1 rankings for premium category keywords like 'designer dresses' and 'designer jeans' where purchase intent and average order values were highest. Second, create optimised category pages that could sustain these rankings long-term.
However, an underlying challenge existed that wasn't immediately visible: brand search interest for Sass & Bide was declining. Google Trends data showed downward trajectory for 'sass and bide' and 'sass bide' brand searches globally, with concentration in Australia and New Zealand markets.
- Establish rankings for high-value 'designer' keywords
- Compete in saturated fashion e-commerce category
- Create sustainable organic traffic sources
- Overcome declining brand search interest (not initially identified)
The Solution
We implemented a phased keyword strategy targeting premium 'designer' keywords first, then expanding to high-volume generic terms as foundations solidified.
Stage 1 focused on core designer keywords: 'designer dresses' (3,600 monthly searches), 'designer jeans' (210 searches), and 'designer t shirts' (210 searches). These aligned with brand positioning and offered highest conversion potential despite lower search volumes.
We created optimised meta data for all category pages, deployed new subcategory pages for targeted keyword landing, and built off-site authority through continuous link acquisition campaign from December 2015 through April 2016.
In March 2016, recognising the opportunity for scale, we expanded to Stage 2 keywords: high-volume generic terms like 'dresses' (33,100 searches), 'jeans' (8,100 searches), and 'boyfriend jeans' (5,400 searches). Total addressable search volume: 62,860+ monthly searches.
When traffic analysis revealed persistent YoY declines despite ranking success, we conducted comprehensive brand trend analysis. This identified the root cause: declining brand search demand that SEO optimisation alone couldn't overcome.
Our Approach
- Premium Keyword Targeting
- Stage 1 focused on 'designer' keywords aligned with brand positioning and highest conversion potential
- Category Page Optimisation
- Created optimised landing pages with targeted meta data and content for sustained rankings
- Authority Building
- Continuous off-site link acquisition campaign from December 2015 through April 2016
- Volume Expansion
- Stage 2 added high-volume generic keywords to offset brand search decline and scale traffic
- Diagnostic Analysis
- Comprehensive traffic analysis revealing brand vs SEO performance disconnect
The Results
The campaign delivered exceptional ranking improvements, achieving page 1 positions for all targeted designer keywords within 5 months.
Ranking Achievements
Organic Channel Performance
Strategic Insight: The Brand Challenge
Key Lessons
SEO ranking success doesn't guarantee traffic growth
Achieving #1 for 'designer dresses' and 225 position improvements delivered revenue growth, but couldn't overcome declining brand search demand. SEO optimises visibility—it doesn't create market demand.
Honest attribution requires understanding root causes
We could have reported the ranking wins without acknowledging the YoY traffic decline. Instead, comprehensive analysis identified brand trends as the limiting factor, enabling strategic recommendations beyond SEO.
Brand vs non-brand traffic dynamics matter
When majority of organic traffic derives from brand searches, non-brand keyword success has limited impact. Understanding this mix informs realistic SEO investment expectations.
Volume vs quality trade-offs require strategic choice
Stage 2 generic keywords offered scale (33,100+ searches) but lower conversion rates than designer terms. The strategic decision: accept lower quality for volume, or maintain quality focus?
SEO works best as part of integrated marketing
The engagement revealed that SEO alone couldn't solve Sass & Bide's challenge—brand marketing investment was needed to regenerate search demand that SEO could then capture and convert.
Need honest SEO with clear attribution?
We deliver ranking improvements and revenue attribution—and we're honest when SEO isn't the complete answer. Book a discovery call to discuss your organic growth strategy.