Fast seasonal turnover, dozens of size and colour variants, and return rates most other categories don't deal with. Generic ecommerce SEO advice misses most of this.
Get my free audit See how it works| Typical agency | Me | |
|---|---|---|
| Hourly rate | £150+ | £60 |
| Fashion-specific experience | Often generalist | Real experience across fashion stores |
| Who does the work | Often a junior, account passed around | Always me, senior level |
The things that make this category different from general ecommerce SEO.
A collection page built up ranking value over a season, then gets deleted rather than redirected when the next season launches. That's ranking value thrown away and rebuilt from zero, every single time.
Colour often deserves its own URL when people search for it directly. Size almost never does. Getting this split wrong either fragments your ranking signal or misses real search demand entirely.
A page that 404s the moment a size sells out throws away rankings for something that's often temporary. It should stay live, with a restock notification or similar alternatives.
Four steps. No obligation until step four.
15 minutes on your store, your goals, and whether this is genuinely worth pursuing.
A full technical and content audit benchmarked against your closest competitors.
I explain exactly what I found and what I'd tackle first, in plain English.
3-month minimum, then month to month.
A full audit of your product pages, collection structure, and technical setup, benchmarked against your closest competitors.
Technical fixes, collection and product page work, content, and reporting you can actually understand.
Only where genuine search demand exists for that specific variant. Colour is often worth a separate URL if people search for it directly, like "red midi dress". Size almost never is, and splitting by size usually just creates duplicate content competing with itself.
It should stay live, not 404 or redirect. A sold-out page still ranks, still gets clicked, and can offer a restock notification or point to similar products. Removing it throws away rankings that took time to build, for something that's often temporary.
No, and deleting them is one of the more common mistakes. A 301 redirect to the equivalent current-season collection, or keeping the page live as an archive, preserves the ranking value instead of starting from zero every single season.
Yes, in two ways: it adds fresh, unique content to a page that would otherwise be static, and it strengthens trust signals that matter for a category with high return rates. Properly implemented with alt text and structured data, it's a genuine ranking asset, not just decoration.