2nd Academic
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2nd Academic
UK-based multi-brand fashion retailer specialising in Ivy-League-inspired apparel — taken from scattered visibility to page-one dominance across competitive UK search.
Challenge
Second Academic struggled despite hosting several in-demand fashion brands. Strong competition from established UK retailers made it difficult to rank for both branded and non-branded searches.
Without structured landing pages, optimised metadata, or focused keyword targeting, the site lacked presence for relevant queries — limiting traffic and product discovery entirely.
Process
Identified high-intent transactional keywords and complementary informational queries across all brands. Dedicated landing pages were created targeting brand-specific, category-based, and broader Ivy-League fashion searches for the UK audience.
On-page improvements included refining metadata, restructuring H1–H3 tags, implementing keyword-aligned internal linking, and enhancing page content to strengthen search intent alignment.
Technical updates ensured clean crawlability and indexing for newly added landing pages. A full 360° SEO approach combined keyword expansion, content optimisation, and ranking stability measures.
Results
By July, flagship queries such as "jpress oxford shirt" and "beams plus sperry" surged into the top 3–6 positions. Even competitive branded queries climbed into the 8–14 range by November.
CTR, which often dipped below 1% in early months, strengthened to 2.01% — supported by improved metadata, better intent alignment, and clearer snippet structures.
Click volume climbed from 1–3 per day to a campaign high of 199. By November, impressions climbed back to 1,959 and clicks reached 104 — the highest engagement point of the entire campaign.
Conclusion
Second Academic's SEO revamp delivered sustained, measurable improvements across rankings, visibility, and engagement. Despite the major August rollout, the site not only preserved but improved its positioning — ranking on strong page-one positions for multiple brands and maintaining stability across high-value BMS keywords.
With strengthened keyword dominance and elevated user engagement, Second Academic now stands firmly positioned within the UK's competitive fashion landscape.