Lavish Alice breaks £1m organic search revenue after transformative SEO overhaul
Fashion brand sees record Black Friday revenue and a 263% rise in top-ranking non-branded keywords after partnering with Verde Digital. Lavish Alice surpassed the £1 million barrier in organic search revenue for the first time last year, following a major SEO strategy delivered by fashion SEO agency Verde Digital.
The partnership reduced the brand’s reliance on branded search traffic and significantly boosted its online performance during the key Black Friday and Q4 sales period.
When Verde Digital began working with Lavish Alice, the brand was heavily reliant on branded search traffic, with around 90% of its organic clicks coming from searches containing variations of the brand name. This dependency became a concern when Google Trends data showed that branded search demand had fallen by 12% year-on-year in Q4 2024, leading to a decline in branded search clicks at a vital time for the business. With Black Friday and Q4 sales representing a large proportion of overall annual revenue, the challenge was to build sustainable, non-branded visibility to offset the dip in brand-led traffic and maintain growth momentum.
To tackle this, Verde Digital focused on expanding Lavish Alice’s organic footprint through a mix of content creation, keyword optimisation and site architecture improvements. The agency built around 100 new collection pages and introduced more than 300 new internal links, designed to strengthen relevance and capture search intent beyond the brand name. Detailed keyword research identified both the types of products shoppers were looking for, such as sequin and bodycon dresses, and the intent behind those searches, including occasion-led terms like winter wedding guest dresses and New Year’s Eve dresses.
Subscribe to TRBAs new collections launched throughout the year, the agency created new pages to reflect emerging search trends, from knit dresses to partywear, ensuring the site capitalised on evolving customer demand in real time.
The results were significant. Comparing Q4 2023 to Q4 2024, Lavish Alice saw a 263% increase in non-branded keywords ranking in Google’s top ten results. The brand also achieved top five positions for competitive terms, including cocktail dresses, Christmas party dresses, black tie dress, evening gown and dresses for occasions.
By January 2025, non-branded clicks had grown from around 10% to 71% of all organic search traffic. This meant that the brand was no longer heavily reliant on branded search demand, and most organic clicks were from people searching outside of the brand name.
This strategic transformation helped Lavish Alice generate over £1 million in organic search revenue across 2024, driven by a record-breaking Black Friday and Q4 trading period.
Joe Hale, Managing Director at Verde Digital, said: “Our goal was to help Lavish Alice move beyond relying on brand recognition and instead reach new audiences through the power of organic search. By understanding what customers were really looking for, and why, we were able to position the brand at the heart of those conversations. Seeing that strategy translate into over £1 million in organic search revenue, particularly during such a key sales period, is a huge testament to the team’s work and to the strength of Lavish Alice as a brand.”
