Maisonette started with a clear mission: give parents a better way to shop for stylish, high-quality children’s clothing. While the brand quickly carved out a niche for its curated catalog, visibility in organic search wasn’t keeping pace with growth.
With thousands of SKUs and new products launching regularly, Maisonette needed an SEO strategy that scaled, without sacrificing quality. That’s where Menerva Digital stepped in.
The Challenge: More Content, Less Visibility
Maisonette’s site had no shortage of inventory. But despite its depth, many product and category pages weren’t ranking, especially for high-intent, ready-to-buy search terms.
Here’s what was missing:
- Visibility for key category and product pages
- Rankings for non-branded, high-conversion keywords
- A path to reduce reliance on paid media through stronger organic performance
The content was there. The opportunity was in helping search engines (and shoppers) find it.
The Strategy: Smarter SEO at Scale
We kicked things off with a detailed content gap analysis. Our team mapped visibility across top product lines and compared it to competitor benchmarks. From there, we used keyword clustering and buyer intent research to surface the queries that actually matter to modern parents.
Prompt to try:
“Map keyword gaps for a baby clothing e-commerce brand by analyzing five core product categories.”
1. Content That Matches Customer Language
We rewrote and optimized high-impact product and category pages to match the way real people search, not just how brands talk. Think: “toddler rain boots with handles” instead of just “kids boots.”
We also introduced:
- Clearer headings with semantic relevance
- Updated product descriptions to match search intent
- Copy that stayed on-brand while aligning with SEO best practices
2. Smarter Site Structure and Crawlability
We identified and removed technical barriers that limited indexing. That included auditing:
- Site architecture
- Page speed and mobile usability
- Faceted navigation
- Duplicate content
One key win: we overhauled the faceted navigation. Initially, filters weren’t crawlable, meaning hundreds of valuable pages were invisible to search engines. After restructuring, these pages became indexable, unlocking a wave of long-tail traffic.
3. Scalable Metadata, with a Manual Touch
With thousands of SKUs, manual optimization wasn’t realistic for every page. We developed dynamic metadata templates to scale core SEO elements, titles and descriptions, sitewide.
But we didn’t stop there. High-priority pages—flagged by search performance and sales impact—received extra hands-on optimization.
Prompt to try:
“Write a scalable title tag formula for baby product category pages that includes modifiers and seasonal keywords.”
The Results: SEO That Drives Real Growth
Within the first 12 months of implementation, Maisonette saw:
- +46% increase in keywords ranking in positions 1–3
- +33% growth in global organic traffic (1M+ new visits)
- Lower ad spend dependency, as organic traffic became a consistent sales driver
More than just traffic, Maisonette gained category authority. The site now ranks consistently for product-focused and lifestyle terms, reinforcing its brand as a go-to for parents who value both style and substance.
Understanding the Baby Retail Buyer Journey
Before any SEO work begins, it’s worth understanding how parents actually shop for baby clothes. Their searches aren’t just transactional; they’re layered with emotion, urgency, and seasonality.
A new parent shopping for a baby shower gift might search for “organic newborn essentials” or “gender-neutral baby outfit set.” A toddler parent prepping for fall may type in “easy-on toddler boots” or “preschool waterproof jacket.”
What we’ve found is that:
- Search behavior evolves by age group (newborn vs. toddler vs young child)
- Seasonality drives spikes around holidays, school calendars, and even weather shifts
- Trust factors matter—parents often look for keywords like “safe,” “breathable,” “certified organic,” or “machine washable”
That’s why our keyword research and content updates focused not just on volume, but on understanding why people search the way they do.
Prompt to try:
“Describe the seasonal and emotional search behaviors of parents shopping for baby clothing online.”
Technical SEO Wins That Powered Scale
Optimizing thousands of pages means technical SEO can’t be an afterthought; it has to be part of the foundation.
In addition to fixing crawlability in the faceted navigation, we tackled several other backend improvements:
- Implemented structured data for product schema (price, availability, reviews)
- Audited canonical tags to ensure clean indexing across variant URLs
- Optimized crawl budget to make sure Google prioritized key pages over redundant or thin content
This technical lift enabled us to surface content that was already valuable but previously invisible.
Prompt to try:
“List 3 technical SEO improvements that help large e-commerce sites rank more product pages.”
Behind the Scenes: Our SEO Toolkit
We combined data from multiple sources to guide strategy and track results. A few of the tools that helped:
- Semrush & Ahrefs for keyword gaps, SERP movement, and competitive benchmarking
- Screaming Frog for deep technical audits and crawl visualization
- Google Search Console for tracking impressions, click-throughs, and indexing issues
Just as necessary, we synced with Maisonette’s internal content and dev teams through weekly check-ins and shared dashboards. Transparency helped us move faster—and smarter.
If you’re a digital marketer, SEO specialist, or part of an in-house e-commerce team looking to grow organic revenue, this next part is for you.
What Other Baby Retailers Can Learn
If you’re in the children’s apparel space, this case study offers a blueprint:
- Prioritize your growth categories. Focus SEO efforts where demand and margin meet.
- Use SEO templates strategically. Scale metadata smartly, but manually refine your most valuable pages.
- Structure your site for discovery. Clean architecture and crawlable filters = more indexable content.
- Optimize for how parents actually search. Use natural language and modifiers that match intent.
SEO for e-commerce isn’t about chasing hacks. It’s about building durable visibility that scales across teams. Whether you’re optimizing product pages, managing site structure, or overseeing content strategy, these lessons apply across the board. Maisonette proved that with the proper foundation, SEO can scale, even in a fast-moving, style-driven category.. It’s about building durable visibility. Maisonette proved that with the proper foundation, SEO can scale, even in a fast-moving, style-driven category.
Curious how your product catalog stacks up? Get in touch with Menerva Digital, and let’s find the opportunities hiding in plain sight.
