Case study SEO

Planet Missy: 57.8K organic clicks as a UK fashion brand captured its viral demand

A social-first Y2K fashion brand on Shopify. When a viral moment sent a wave of people searching for the brand, the store was ready to capture that demand in Google instead of losing it to marketplaces.

Client: Planet Missy
Industry: Fashion e-commerce (Shopify)
Market: United Kingdom
Timeline: 3 months (17 Apr to 16 Jul 2025)

planetmissy.com

57.8K Organic clicks

96.3K Impressions

60% Average CTR

6.2 Average position

Source: Google Search Console

Overview

The starting point

Background

Planet Missy sells Y2K and 2000s-inspired streetwear, from graphic tees to baggy jeans, and markets mainly through TikTok and Pinterest to a young, trend-led audience.

The challenge

Social-first brands can go viral overnight. If the store is not technically healthy and ranking first for its own name and products, that demand leaks to resellers and marketplaces.

Goals

Own the brand's search results
Keep the Shopify catalogue clean and fully indexed
Build a base for non-branded growth

Approach

What I did

E-commerce SEO Technical SEO Shopify SEO

01

Shopify technical clean-up

Fixed duplicate, thin and filtered pages so Google could crawl the catalogue efficiently.
02

Brand search dominance

Made sure the store ranked first for its brand and product names.
03

Collection and product SEO

Optimised collections, products, structured data and internal links.
04

Next step, non-branded growth

Prioritised trend-led category terms as the next big opportunity.

Results in detail

For the first ten weeks of the window, organic traffic was steady but low. From late June it climbed sharply, peaking around 7 July 2025, and then settled at a much higher level than where it started.

57.8K organic clicks from 96.3K impressions.
60% average CTR at an average position of 6.2.
A clear step change in daily clicks and impressions by the end of the period.

For a social-first brand, turning a viral moment into traffic on its own store, rather than on marketplaces, is a real commercial win.

How to read these numbers

A 60% CTR at position 6.2 is the typical pattern of branded searches, where people type the brand name directly. Traffic spiked in early July 2025 after a viral social moment. The SEO work made sure the store captured that demand.