IndustryLifestyle
LinkedIn
Top Results
UK visibility reached an all time high
December revenue was up 73% YoY
280 non-branded keywords moved into positions 1-3
Non-brand clicks increased by 215% in December 2025
The Challenge
At the time, MORI was performing well across other marketing channels, which highlighted a clear opportunity for organic traffic to catch up and better support overall growth. Our role was to help unlock this potential and drive stronger organic performance to match their wider marketing success.
The project took place during a period of significant change for the business. Whilst MORI’s brand already had a strong and established brand presence, they had recently undergone a migration (supported by NOVOS), followed by an acquisition of 3 brands (including Kidly) online. This created a complex environment with multiple stakeholders and moving parts, requiring careful coordination and strategic alignment throughout the partnership.
The Objectives
MORI approached us with the objective of increasing revenue and organic traffic through increasing the number of non-branded keywords in positions 1-3.
Strategy Highlights
As part of the strategy, we focused on two core tactics:
Generating topical brand authority
We identified three key areas where MORI could become a leading authority and focused our efforts there. We strengthened onsite content by updating the PDP and collections targeting site-wide.
Creating a solid base for organic growth
We successfully supported MORI through a migration of KIDLY onto the MORI Shopify site.
We then ensured a smooth, high-performing technical setup by providing them with core technical foundations.
This included improved navigation, stronger internal linking, and a clear site architecture, making the website more user-friendly, easily crawlable, and more visible in search.
The Results
- 14,000 non-branded keywords moved up the search rankings or were new keywords since August
- UK Visibility is now the highest it’s ever been
- MORI experienced a 28% increase in clicks YoY
“After we acquired KIDLY, NOVOS managed the migration to MORI smoothly, and the strong growth we saw in the UK afterwards speaks for itself. The team was knowledgeable, responsive, and a real pleasure to work with.”
Anne Thouas, CMO at Baby Mori
See More of Our Work in Action
Want to see more of the award-winning work we carry out for our clients? We regularly update the case studies on our website to include our latest campaigns and wins. Check out what’s new and find out how we can help you achieve the same results!
Let’s Get To Work
Contact us to find out how we can reduce your reliance on paid and work together to elevate your business to the next level.