Digital Media Case Study
KOI Footwear.
Growing Organic Sales Through a Clear, Commercial SEO Strategy.
KOI Footwear is a UK fashion footwear brand known for bold, alternative and trend-led shoes, boots and vegan footwear. As an ecommerce brand operating in a competitive retail category, organic visibility is critical. Customers are actively searching every day for product-led terms, style inspiration and purchase-ready footwear queries.
One Day Agency was appointed to improve KOI Footwear’s organic search performance and help turn SEO into a clearer, more measurable growth channel. The goal was not simply to increase rankings or traffic, but to generate more organic sales by improving the visibility, structure and performance of the Shopify store.
The result was a 35% increase in sales from organic channels.
Skills
Search Engine Optimisation, Ecommerce SEO, Shopify SEO, Technical SEO, SEO Content Strategy, Metadata Optimisation, URL Structure, Header Optimisation, Digital PR, Organic Revenue Growth, Fashion Ecommerce Marketing
SEO Built Around Commercial Priorities
SEO is often treated as a disconnected technical exercise, but for ecommerce brands it needs to be directly connected to sales, product demand and the wider marketing strategy.
For KOI Footwear, One Day Agency focused on the areas most likely to improve organic revenue. This meant reviewing how customers were searching, where the Shopify store had missed opportunities, which pages needed clearer structure and how product, category and content pages could be better aligned with search intent.
The work was designed to improve both discoverability and conversion potential. Organic search visitors are often high-intent users actively looking for a product or style, so the priority was to make sure KOI Footwear appeared for the right searches and gave users a clear path through to relevant products.
A Monthly Campaign-Based SEO Approach
The biggest issue with the SEO industry is an unstructured approach that fails to surface clear results. One Day Agency works differently.
We make SEO obvious and simple. Each month, we set one clear priority and focus the work around it. The following month, we set the next priority while tracking the performance and return from the work completed previously.
For KOI Footwear, this created a clear monthly rhythm. Instead of spreading effort thinly across too many disconnected tasks, we focused on specific areas of improvement, then measured how those changes affected organic performance over time.
This approach made progress easier to track and gave the client clearer visibility on what had changed, why it mattered and how it contributed to organic sales growth.
Technical and On-Site Improvements to Shopify
Alongside the strategic monthly priorities, One Day Agency delivered the core SEO improvements needed to strengthen KOI Footwear’s Shopify store.
This included technical SEO improvements, metadata optimisation, slug reviews, header structure improvements, content reviews and on-page refinements across key ecommerce pages. These changes helped search engines better understand the site, while also improving the relevance and clarity of pages for users.
For an ecommerce Shopify store, these fundamentals matter. Product and category pages need to be easy to crawl, clearly structured and aligned with how customers search. Metadata needs to improve relevance and click-through. Headers need to support page hierarchy. URLs need to be clean and understandable. Content needs to help both search engines and shoppers understand the product range.
By improving these foundations, KOI Footwear was able to capture more value from existing demand.
SEO Connected to Wider Marketing
SEO works best when it is connected to the wider marketing strategy, not managed in isolation.
As an integrated agency, One Day Agency was able to bridge the gap between SEO, PPC, paid social, content, creative and wider brand activity. This meant SEO did not sit in a separate corner of the marketing mix. It was informed by commercial priorities, product demand, campaign activity and the wider understanding of what customers were responding to across channels.
For KOI Footwear, this was particularly important because fashion search behaviour is shaped by trends, seasonality, product drops, social influence and brand demand. SEO needed to reflect how customers actually discover and buy footwear, not just how keywords appear in a spreadsheet.
Building Authority Through Digital PR
In addition to on-site SEO and technical improvements, One Day Agency also supported KOI Footwear with Digital PR.
For ecommerce brands, Digital PR helps strengthen organic visibility by building authority, earning coverage and supporting the wider signals that search engines use to evaluate a brand’s credibility. This is especially important in competitive retail categories, where many brands are competing for similar product-led and style-led searches.
By combining technical SEO, on-page optimisation, content improvements and Digital PR, the campaign created a more complete organic growth strategy.
Results and Learnings
The SEO campaign delivered a dramatic 35% increase in sales from organic channels.
This result showed the value of a clear, commercially focused SEO approach. KOI Footwear did not need SEO activity that was vague, overcomplicated or disconnected from the business. It needed structured, consistent improvements that could be measured against organic sales.
The key learning was that ecommerce SEO performs best when the basics are done well and continuously improved. Technical fixes, better metadata, cleaner slugs, stronger headers, content reviews and authority-building activity all work together to improve organic visibility and revenue.
For KOI Footwear, SEO became a more predictable and accountable growth channel, helping the brand capture high-intent demand from customers already searching for its products, styles and category.
+35%
Org Sales
