VARLEY

The Challenge:

Varley’s leadership set bold growth objectives: accelerate US market penetration, strengthen margins, and double year-on-year performance.

Despite an exceptional brand experience, their complex headless Shopify setup was constrained by technical SEO issues – ranging from robots.txt misconfigurations and infinite pagination to non-indexable pages and redirect loops draining authority.

To enable scalable, international SEO organic growth, these foundational issues needed to be addressed fast – without disrupting the broader ecommerce operation.

Our Approach:

Searchflex launched a full-scale technical SEO audit and roadmap, triaging critical issues and aligning technical fixes with revenue-driving priorities. Working closely with Varley’s ecommerce and dev teams, we executed a phased rollout across crawlability, speed, structure, and content.

We corrected crawl traps, fixed canonical logic, rebuilt sitemaps and internal links, and removed structural duplication. Simultaneously, we optimised page speed, streamlined metadata, and launched a targeted content programme to capture high-value ‘striking distance’ keywords across apparel categories.

Final Results:

Within just three months, Varley saw a breakout performance across both US and UK markets.

In the US, page one keyword rankings surged 83%, non-branded clicks jumped 77%, and organic revenue grew 17.9% year-on-year. First-time purchasers in the UK rose 84.8%, while technical refinements drove a 33% improvement in Core Web Vitals scores.

Category visibility surged, with 735 new first page rankings unlocked – many in high-volume, high-intent apparel terms. Varley secured top 3 positions for commercially critical keywords like ‘knitwear’ (64K monthly searches), ‘womens pants’ (38K), and ‘half zip pullover’ (3.8K).

These breakthroughs have cemented Varley’s authority across core product categories, laying a powerful foundation for scalable organic growth and amplified paid media performance across global markets.