Updated October 2026
What were the results?
Over three months (July to October 2026) the store ranked for 840 search queries and earned 11,700 impressions and 185 organic clicks, with its men's leather jackets category at an average position of 2.4 and clicks rising steadily from mid-September.
| Metric | Result |
|---|---|
| Search queries ranking (3 months) | 840 |
| Search impressions (3 months) | 11,700 |
| Organic clicks (3 months) | 185 |
| Branded search (store name) | Position 1.8 |
| Men's leather jackets category | Position 2.4 |
| Men's quilted jackets category | Position 4.5 |
| Homepage | Position 5.1, 59 clicks |
What was the challenge?
The challenge was competing for fashion searches against large retailers, marketplaces and brand sites with far bigger budgets and link profiles. A specialist store has to win on precision: the exact jacket, style or character a shopper is searching for.
What did we do?
We focused the store on specific, high-intent searches and supported them with helpful buying content.
1. Category pages built around real searches
Categories such as men's leather jackets, men's quilted jackets and Yellowstone-inspired jackets were structured around the terms shoppers actually use, so each one could rank for its own group of searches.
2. Product pages for specific search demand
Products such as the Top Gun-inspired jacket and the John Dutton-style fedora target precise searches, which is why they rank on page one despite strong competition.
3. Buying guides that answer pre-purchase questions
Guides such as "what size bomber jacket should I buy" and "what colour bomber jacket to buy" answer the questions shoppers ask before buying, then link to the relevant products. The sizing guide alone earned 1,857 impressions.
Which pages drove the most traffic?
| Page | Clicks | Impressions | Avg. position |
|---|---|---|---|
| Homepage | 59 | 721 | 5.1 |
| Yellowstone jackets category | 22 | 928 | 18.8 |
| Top Gun-inspired leather jacket | 11 | 461 | 8.7 |
| Men's quilted jackets category | 9 | 83 | 4.5 |
| Black bomber jacket | 8 | 322 | 7.4 |
| Men's leather jackets category | 7 | 173 | 2.4 |
| Guide: what size bomber jacket to buy | 5 | 1,857 | 10.3 |
| Guide: what colour bomber jacket to buy | 5 | 302 | 8.9 |
What can other online shops learn from this?
Online shops can learn that specific beats broad. A smaller store will rarely outrank major retailers for "leather jacket", but it can win the exact styles, characters and questions its customers search for, and grow from there.
Want the same approach for your store? See our ecommerce SEO service.