Kat the Label SEO Case Study
Kat the Label launched in 2023 with a clear ambition: build a global lingerie and bridal brand with the US as the primary growth market. The challenge is one most new fashion labels face. Brand awareness was growing quickly, but organic search hadn't kept pace. The site was visible to people who already knew Kat the Label. It wasn't visible to people searching the categories.
With an internal team handling execution and a performance agency running paid, they needed an SEO partner who could build the foundations, set the strategy, and mentor the team to carry it forward.
What We Did
We embedded alongside the Kat the Label internal team from the ground up — setting strategy, identifying high-value keyword opportunities in the US market, and building the technical and content foundations the site needed to compete.
Rather than owning execution ourselves, we worked as the strategic layer. Our focus was:
- SEO architecture and category structure targeting priority lingerie and bridal terms in the US
- Technical foundations — crawlability, indexation, site health — resolved before content investment
- Category page strategy for high-volume non-branded terms: bridal lingerie, wedding lingerie, lingerie sets, lace bralette, garter belt
- Mentoring the internal team to execute consistently and at pace
- Strategic alignment with the performance agency so paid and organic worked together
The Results
The numbers reflect a site that has fundamentally changed how it appears in search. Organic clicks grew +365% year on year. Non-branded clicks grew +329%. Organic impressions grew +389%, which shows the site is appearing in far more searches, not just converting existing visibility better.
Estimated monthly organic traffic more than doubled. Keywords ranking in positions 1 to 3 grew 66%. Domain Rating climbed from 38 to 46 as authority built alongside content and structure.
Critically, these rankings are in genuinely competitive categories. Kat the Label now ranks on page one for terms including bridal lingerie, bridal pajamas, wedding lingerie, lingerie sets, lace bralette, and bridal slip dress, high-intent, commercially relevant searches with strong US search volumes.
What's Next
The foundations are in and the category architecture is earning its keep. From here the opportunity is to deepen authority in the categories already performing, push further into the US market where the commercial upside is largest, and continue developing the internal team's capability to build on what's been created.
The site is earning Google's trust at a rate that reflects the quality of work underneath it. Our job now is to make sure that keeps compounding.
