# Tiger Mist Case Study: +617% Non

> Tiger Mist had loyal customers but limited category reach. See how we rebuilt their architecture, executed a Shopify Plus migration, and grew non-branded clicks 617% year on year.

# Tiger Mist SEO Case Study

Turning brand loyalty into category leadership

## The Highlights

-   +617% non-branded organic clicks year on year
-   +222% total organic clicks
-   +257% organic impressions
-   Average search position improved by 20+ places
-   Page 1 and page 2 rankings across hundreds of category terms in AU and US
-   Successful migration from Headless Shopify to Shopify Plus

![Tiger Mist Stats](/_astro/Tiger-Mist-Stats_Z2wH4gA.webp)

## The Challenge

Tiger Mist had been growing organic traffic for a couple of years. The numbers looked respectable, but almost all of the growth was coming from brand search; customers who already knew Tiger Mist were the ones finding Tiger Mist. The label had built genuine loyalty, but the site wasn't converting that into category reach.

Behind that, the site had some real structural problems. Tiger Mist shared a codebase with I.AM.GIA, which meant technical issues ran across both brands, and a long list of them had been left unresolved while the team focused on collection launches. Collection page work had also started but wasn't linked from the main navigation or built out at scale, so it wasn't doing much. A migration to Shopify Plus was on the horizon, and it needed to be managed carefully to protect the rankings they had.

![Tiger Mist Website](/_astro/Tiger-Mist-Website_2026-04-27-065552_lncp_ZSgGyw.webp)

### What We Did

Foundations first, always. 

Thousands of collection and product pages needed hygiene work. Because the codebase was shared across both brands, we tackled it at scale rather than one page at a time, which meant the work compounded across both catalogues simultaneously.

From there, the real lever was collection pages. Tiger Mist's customers know exactly what they want: satin dresses, going out tops, corset tops, cargo pants. They search for those things by name, and Tiger Mist wasn't showing up for them. We expanded the category architecture, built proper supporting content for each, connected everything through the main navigation so Google could follow the relationships, and made sure new collections launched with SEO already built in rather than bolted on after the fact.

Mid-engagement, the migration to Shopify Plus went live. We protected rankings through the transition and used it as an opportunity to rebuild the international setup across AU, US, NZ, CA, and UK.

## The Results

Non-branded organic clicks grew 617% year on year. That is not a refinement of what was there before; it is a fundamental change in how Google sees the site. Tiger Mist went from being recognised as a brand destination to being treated as a relevant answer for hundreds of category searches it was invisible for twelve months earlier.

The supporting numbers tell the same story at scale. Impressions grew 257%, which means Google is surfacing Tiger Mist across dramatically more searches than before. Average position improved by more than 20 places across all queries, a site-wide re-evaluation that reflects the structural work across technical SEO, category architecture, and international setup. Total organic clicks grew 222%.

Perhaps the most telling number: branded traffic grew 171% in the same period. Category visibility doesn't just bring in new customers; it compounds brand recognition. People discover the label through category searches, and that discovery feeds back into branded demand.

![Tiger Mist Image](/_astro/Tiger-Mist-Image_Z1NFzWk.webp)

## What's Next

Tiger Mist now ranks on page 1 and page 2 across hundreds of category terms in both AU and the US. The opportunity from here is to deepen that authority rather than broaden it indiscriminately: more coverage within the categories that are already performing, stronger penetration in the US where the commercial upside is biggest, and a new collection process where SEO is part of the launch, not an afterthought. The site is earning the kind of trust that compounds. The work now is to make sure it keeps compounding.