I AM GIA SEO Case Study
The Highlights
- +200% total organic clicks year on year
- +156% non-branded organic clicks
- +141% organic impressions
- Average search position improved by 14+ places
- Platform migration from Headless Shopify to Shopify Plus with rankings preserved
- International architecture rebuilt across AU, US, UK, CA, and NZ
The Challenge
I.AM.GIA's organic traffic looked healthy on the surface. But 92% of it was branded, meaning the site was only reachable to people who already knew the label. For anyone searching the categories; bodysuits, cargo pants, going out tops, it effectively didn't exist.
The site was running on a shared codebase with Tiger Mist, built on Headless Shopify over a legacy Shopify store. That shared codebase with Tiger Mist meant technical issues ran across both brands, and a long list of them had been left unresolved. A migration to Shopify Plus was also on the horizon, and it needed to be managed carefully to protect the rankings they had.
The category visibility problem was real. So was the window of risk. Both needed solving at the same time.
What We Did
We started with foundations. A shared codebase means shared problems, so the technical and metadata work was done across both brands at scale, not page by page. Getting this right created the conditions for everything that followed.
Once the foundations were stable, attention shifted to collection pages. I.AM.GIA's customers search for specific product categories, and the existing architecture wasn't built to compete for them. We restructured it from the ground up, ensured every new collection launched with SEO built in from day one, and connected everything back through the main navigation so Google could properly understand how pages related to each other.
Mid-engagement, the migration went live. We managed the transition to protect existing rankings and used the moment to rebuild the international setup properly across five markets at once: AU, US, UK, CA, and NZ.
The Results
Total organic clicks more than doubled year on year, up 200%. Impressions grew 141% alongside it, which tells us the site is appearing in far more searches, not just converting existing visibility better.
The more important number is the 156% growth in non-branded clicks. Branded growth was always going to follow as the label expanded, but non-branded movement proves the site is earning category relevance, not just capitalising on name recognition.
Average position improved by more than 14 places across all queries. That's not a single keyword win; it's a site-wide shift that reflects the structural work done across technical SEO, collection architecture, and international setup. Non-branded performance is now showing up consistently across every primary market, with the US leading the way.
What's Next
The foundations are in and the migration is clean. For the first time, I.AM.GIA is being found for what the label actually sells, not just for who it is. From here the work is about compounding that advantage: deeper authority across core categories, stronger penetration in secondary markets, and continuing to shift the traffic mix away from branded dependency. The domain is earning Google's trust. Our job now is to make the most of it.
