Case study — Performance Apparel
Pulsewear: the build that paid for itself.
Pulsewear came to us as performance apparel operators in Portland, USA with a problem that was costing them weekly. The program below is what moved their headline number: +118% non-brand clicks.
Fig. 01 — E-commerce SEOPortland, USA
The challenge
Organic had plateaued at exactly the level of 'we publish sometimes': rankings on page two for everything valuable, traffic flat for six quarters, and paid spend quietly compensating.
Previous agency reports were voluminous and unpersuaded: rankings screenshots, no causation, and a content calendar answering questions nobody was searching.
The approach
We rebuilt the program bottom-funnel first: mapped every money query to a deliberate page, fixed the crawl and canonical layer, then built topic clusters outward from commercial intent.
Content shipped as assets, not posts: refresh of decaying winners, comparison and alternative pages for every competitor, and data pieces pitched for links rather than prayed for.
Local and bottom-funnel came first because they pay first; authority content followed on a fixed cadence tied to a refresh queue, not to 'post weekly' folklore.
- Refresh protocol for decaying but winning pages
- Local SEO program: profiles, reviews, location pages
- Technical audit with a prioritized fix plan, tracked to done
- Bottom-funnel keyword-to-page architecture
The results
They told us to publish less and refresh more — traffic doubled anyway. The least salesy and most effective advice we'd had.Rachel Kim — VP Growth, Pulsewear
The gallery
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Your metric. Our move.
Fixed quotes in 48 hours. Senior team only. Zero hand-offs between disciplines.