Nadine Merabi

Objective

Through our rigorous auditing process, we discovered that luxury ready-to-wear brand NADINE MERABI’s international SEO set-up was causing their US traffic to be misaligned to the UK, while their organic performance lagged behind the competition.

The root cause was clear: the site lacked the correct technical set-up, including missing hreflang and essential on-page SEO foundations, including optimised, on-brand content and design elements that support credibility and trust.

We made it our mission to implement a strategic, SEO-led approach that not only strengthened their visibility but also enhanced the overall user experience. By improving the on-page design of the Product Listing and Product Description pages, such as clearer information hierarchy, stronger brand storytelling, and better content structure, we boosted AI and E-E-A-T signals across the site. The result was a more authoritative, user-friendly presence that could compete in a highly saturated market and increasingly AI-centric landscape.

What We Did

To improve both the user experience and enhance E-E-A-T signals, we adapted the PLP and PDP templates by adding optimised top copy and including FAQ sections below the fold. More structured content blocks, including H2 headers and additional copy, were added below the fold as well, to provide better content structure and keyword relevance.

For PDPs, we incorporated sections such as “How to Wear” and “Key Features” to further enhance product information and align with SEO best practices. These changes showed significant improvements in organic performance since they went live in the UK and US, with increased visibility in search rankings on page 1.

Another key success was the improvement in Domain Rating, which improved from 52 to 58. This was driven by our ongoing link-building efforts focused on target key themes per quarter, such as ‘wedding’ and ‘party season’.

Our technical SEO priorities focused on strengthening visibility in both search and AI-driven experiences – ensuring tech is effective now and ready for what’s next. These fixes included a new navigation across all locales, bulk image optimisation, schema and review snippet implementation, hreflang rollout, and the integration of a new EU store, as well as other smaller yet critical tech SEO tasks.