Brandless is an Indian direct-to-consumer brand making handcrafted essentials for how people move and gift: canvas yoga mat bags, leather bottle holders, gym pouches, monogrammed keyrings and corporate gift sets. It sells through its own Shopify store, with free monogramming of initials as a signature touch. People who already knew the brand found it easily, but shoppers searching for the products it makes rarely did.

• 01

  Found by name only.

  Most organic clicks came from people searching for "brandless"; product searches went to marketplaces and larger retailers.

• 02

  Thin collection pages.

  Collection pages carried theme defaults: no unique copy, duplicate titles and nothing for Google to rank.

• 03

  Slow, heavy pages.

  Large product images and app scripts slowed the store on mobile, where most Indian shoppers browse.

We started with a full technical and content audit of the Shopify store, then fixed what stopped Google crawling and understanding it: duplicate collection URLs, missing canonicals, broken internal links and oversized images. We mapped every important search ("yoga mat bag", "leather bottle holder", "personalised corporate gifts") to a single page, rewrote titles, meta descriptions and headings, and gave every collection unique, useful copy. We added product schema so prices, stock and ratings show in results, and published buying guides that answer research searches and link to the right collections. Rankings and organic traffic are reviewed every month, and the plan adjusts to what the data shows.

• Technical clean-up

  Duplicate URLs, canonicals, redirects and broken links fixed across the Shopify store.

• Keyword-to-page map

  Every priority search mapped to one collection, product or gifting page.

• Collection pages that rank

  Unique titles, intros and headings in place of theme defaults.

• Rich results

  Product schema so price, stock and reviews appear in Google results.

• Buying guides

  Content for research searches that links shoppers to the right collection.

1. 1

   Competing with marketplaces

   Marketplaces dominate generic product searches, so we targeted specific, high-intent searches first and built from there.

2. 2

   Working inside Shopify

   Theme and app limits meant some fixes, such as duplicate collection URLs, needed careful template changes.

3. 3

   Gifting is seasonal

   Corporate gifting searches peak before festivals, so gifting pages had to be ready and ranking months ahead.

1. Weeks 1–2

   01 Audit

   Technical crawl, Search Console and analytics review, competitor and keyword gap analysis.

2. Weeks 3–6

   02 Fix the foundations

   Canonicals, redirects, internal links, image compression and Core Web Vitals.

3. Months 2–3

   03 Optimise

   Keyword-to-page map, titles, meta descriptions, headings and collection copy.

4. Months 3–6

   04 Content and rich results

   Buying guides, gifting pages and product schema.

5. Monthly

   05 Track and adjust

   Rank tracking, traffic reporting and a monthly plan.

Organic traffic to the Brandless store grew by more than 76%. Product searches, not just the brand name, now bring shoppers in: the store ranks in Google's top three for "yoga mat bag", "leather bottle holder" and "canvas yoga mat carrier", and its gifting pages reach page one ahead of the festive season. Organic search is now the store's largest channel, and we continue to track rankings and report every month.