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VARLEY

Varley, the global contemporary fashion brand, partnered with Searchflex to boost international ecommerce SEO performance across a complex headless Shopify setup. Operating multiple subdomains and scaling rapidly, Varley faced major challenges: fragmented technical SEO, crawl inefficiencies, and performance issues typical of headless builds. Within weeks, Searchflex delivered measurable gains in crawl health, indexation, and visibility – laying a scalable foundation for global organic growth.

After only three months

83% 

Increase in US page 1 keywords

77% 

Global increase in non-branded clicks

84.8%

Increase in YoY first-time purchasers

17.9%

Increase in US organic revenue

117%

Increase in UK page 1 keywords

34%

Improvement in CWV scores

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.

“We’ve had a fantastic experience working with Searchflex. The team are knowledgeable, proactive, and always go above and beyond to deliver results.

They’ve taken the time to truly understand our business and consistently provide clear, actionable strategies that have had a tangible impact on our organic performance.

Communication is excellent, reporting is thorough, and their collaborative approach makes them feel like an extension of our in-house team.

I’d highly recommend Searchflex to any brand looking for a strategic, results-driven SEO partner.”

Gabriella Rose May Head of Ecommerce, Varley

Accelerate global growth.