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Thread – eCommerce SEO Case Study








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Thread is an online marketplace that combines expert stylists with AI to create a service that only recommends clothes in your style, size and budget. Thread boast one of the largest product inventories in the UK which naturally creates a huge challenge for SEO. Headline projects include:

  • Indexation clean up 
  • Internal linking clean up to improve findability 
  • Javascript management
  • Creation of a dynamic content hub

The challenge.

Thread had 2 unique challenges:

  • Over 100k products, One of the largest fashion product inventories around
  • A dynamic website that has been built out using a significant amount of javascript


Our strategy.


Our Growth Plan identified the following opportunities for Thread:


  • Aggressive Indexation clean up 
  • Improvement of how Google is processing javascript
  • Internal linking improvements
  • Top of funnel keywords missing from current targeting
  • Created a dynamic content hub to target long tail keywords:


and so much more!


"I'm very happy with being a client for several reasons: Very responsive and quick to provide ad hoc advice - Proactive in sharing market and channel trends - Technical expertise and understanding - Feels like a very collaborative relationship and we enjoy working with NOVOS"

Nina Ricafort, Marketing Manager

The results

New users acquired by SEO have increased by 100% Year-on-Year. 

Every day in July beat Threads previous best SEO day for traffic

75% increase in keywords ranking in the top 3 of Google


ROI of 1000%+

(Note: numbers above are rounded and changed to protect the data and rights of the brand, growth uplifts and percentages are representative of this case study) Traffic data has been taken from external tools SEMrush and aHrefs and again do not represent the real traffic numbers.

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