Get in Touch

Making Flo & Frankie's boutique offer easier to discover online, across the fashion and lifestyle categories its customers search for.

SEOCompetitor Landscape AnalysisContent StrategyKeyword & Audience Research

Flo & Frankie

A woman sits in a wooden lounge chair outdoors, wearing a sleeveless dark brown top, white pants, a white bandana with black polka dots, and sunglasses.

Flo & Frankie wanted greater organic visibility without losing the character of its retail offer. The SEO strategy needed to reflect a varied product mix, the brand's values and the competitive market around it.

  • The project

    Flo & Frankie is a New Zealand retailer spanning women's clothing, accessories, beauty, footwear and homewares. Overdose developed an SEO strategy around its market objectives and category mix.

    The work combined competitor analysis, keyword research and on-page optimisation. These activities aimed to connect the retailer's online presence more closely with the way customers discover its products, while retaining the identity associated with its boutiques.

  • Scope

    • SEO
    • Competitor Landscape Analysis
    • Content Strategy
    • Keyword & Audience Research
    • SEO Migration
    • Technical Audits
    • Technical Optimisation
Flo & Frankie project image 1

Platforms & integrations

The shared platform records behind this case study.

Integration

Platform

  • Digital Marketing

    Platform / integration

Swipe to explore all three

1 / 3

  1. Challenge

    Incorrect Internal Link Structure

    Product pages on collection pages were internally linked to the non-canonical version. This meant Flo & Frankie product pages weren't gaining the full benefit of an internal link from an SEO perspective.

    Solution

    The SEO team provided Flo & Frankie with best practice guidelines on Shopify product page internal linking to ensure all links point to the canonical version, enhancing SEO benefits.

  2. Challenge

    Incorrect HTML Implementation

    Pagination pages incorrectly marked up in the HTML, limited Google from indexing and finding content beyond page 1

    Solution

    Collaborating with the Overdose developers, the SEO team detailed best practices and necessary changes to correct the HTML markup, ensuring proper indexing by Google.

  3. Challenge

    No Breadcrumbs on Site

    Breadcrumbs were not utilised on the site. Breadcrumb trails are highly effective for internal linking and user experience. They indicate the page's position in the site hierarchy, helping users and Google crawlers understand and explore the site effectively.

    Solution

    The Overdose. SEO team, in collaboration with the developers, implemented breadcrumb trails on the site, improving both user experience and internal linking structure.

Results

Increased Average Keyword Rankings
+36%
Increased Organic Sessions
+602%
Increased Organic Revenue
+38%
Increased Organic Conversion Rate
+43.6%
Flo & Frankie
Flo & Frankie project image 4
Over Dose Projects
Flo & Frankie project image

Client love.

“This is the first time Flo & Frankie has ever built in SEO as a focus channel for our digital growth plans however due to our 2024 eCommerce goals, we knew it was one of our biggest opportunities to help maintain and increase our online presence. Partnering with Overdose. has been game-changing for us. They have expertly guided our SEO strategy, making us feel confident in a previously unfamiliar area. Their trusted approach has been instrumental in our growth this year, helping us grow our organic revenue, increase our average rank and sessions to site all within 8 months!”
Portrait of Rhiannon Dodds

Rhiannon Dodds,

eCommerce Marketing Manager

Flo & Frankie logo

Don't be a stranger

Privacy Policy

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.