Client Overview

With over 80 stores, G Lingerie is a premium women’s lingerie brand known for its high-quality, stylish, and comfortable designs. The brand offers a diverse range of lingerie, including bras, panties, bodysuits, and loungewear, catering to modern women who prioritize elegance and comfort. With a strong emphasis on craftsmanship and inclusivity, G Lingerie aims to provide a luxurious yet accessible experience for its customers.

The Challenges

Last year, G Lingerie was using the Prestashop e-commerce platform and had several challenges that hindered its online growth:

  • Indexability:

Major indexability issues prevented search engines from effectively crawling and ranking key pages. As you can see, 29% of the pages have different or missing canonical tags, which caused indexability issues on Google SERPs.

  • Meta Title & Description: Over 80% of the pages, including important category pages, have either missing or non-optimized titles and descriptions, reducing search visibility.
  • Internal Linking:

In their previous website, internal linking was minimal, with only primary navigational links present, leading to poor site structure and weak page authority distribution. Although only 5.1% of internal links were not 200-status, there were also important category pages in this list, which was one of the critical errors for category pages.

As you can see, most of the internal links are just navigational links, headers, footers, and top-level navigation menus, and the portion of contextual links was weak.

  • Poor Page Speed:

Optimizing page speed and Core Web Vitals metrics was one of the most important things in our Shopify migration process.

Migrating an e-commerce website from PrestaShop to Shopify presents multiple challenges, especially when maintaining and improving website speed. Our goal was to ensure a smooth transition and enhance the overall performance of the new Shopify store. Through meticulous planning, technical optimizations, and data-driven decisions, we achieved significant speed improvement.

 

Let’s summarize what we’ve done in this process:

  • We selected a lightweight, performance-optimized Shopify theme that was mobile-friendly and featured clean, minimalistic code.
  • The theme was thoroughly tested for CLS (Cumulative Layout Shift) and LCP (Largest Contentful Paint) to ensure fast rendering.
  • Audited all third-party scripts, removing unnecessary tracking pixels, widgets, and outdated apps.
  • Leveraged Shopify’s built-in CDN (Content Delivery Network) to accelerate global delivery.
  • Minified and combined CSS/JS files where possible to reduce HTTP requests.
  • Addressed critical bottlenecks such as excessive DOM size and inefficient resource loading.

Recognizing these challenges, we began working with G Lingerie in May and initiated a full-scale migration to Shopify. This transition was accompanied by a comprehensive SEO and digital marketing strategy to ensure minimal disruption and maximum growth.

Leveraging Technical SEO 

To address G Lingerie’s technical SEO issues, we executed a strategic Shopify migration while implementing best practices, including.

  • Ensuring a seamless 301 redirect strategy to preserve existing rankings and link equity.
  • Enhancing website speed through image optimization, lazy loading, and reducing excessive JavaScript.
  • Fixing crawlability and indexability issues by generating an optimized XML sitemap and refining robots.txt directives.
  • Implementing structured data markup to enhance search engine visibility with rich results.
  • Seamlessly transferring ERP integration, email marketing setup, and conversion tracking (Facebook cAPI, Google Tag Manager, GA4) to Shopify without any disruptions.

Optimized On-page SEO 

A strong on-page SEO strategy was crucial for improving G Lingerie’s rankings. Our approach included:

  • Conducting in-depth keyword research to redefine the category URL architecture and improve site hierarchy.
  • Optimizing product and category pages with keyword-rich titles, meta descriptions, and headers.
  • Creating compelling, user-focused product descriptions to enhance both SEO and user engagement.
  • Ensuring all content elements, including category page descriptions and meta fields, were made SEO-friendly.
  • Implementing content enhancements, including blog posts and guides, to drive informational traffic and improve topical authority.
  • Marking up Core Web Vitals metrics to pass Google’s performance thresholds for better usability and ranking improvements.
  • Developing a targeted content strategy based on audience analysis was then executed with regular content publishing in collaboration with the brand’s marketing team.

Boost Internal Linking 

 

As mentioned, internal linking was relatively poor in boosting competitive categories and their keywords. We improved the internal linking structure to enhance site navigation and distribute link authority effectively:

  • Implemented breadcrumb navigation for better user experience and crawlability.
  • Linked relevant products and categories to drive deeper engagement and increase dwell time.
  • Created content hubs that connected informational blog posts with relevant product pages to improve user flow and topical relevance.

The Results 

After implementing our Shopify migration and running SEO consulting for 6 months, G Lingerie experienced significant improvements in key performance metrics:

  • Organic Traffic Growth: At the end of 6 months, glingerie.com.tr had increased its monthly organic traffic by more than 130%, and there was also a notable increase in search engine visibility. This organic traffic was an ATH (all-time-high) peak for the brand.

 

Also, there was a 224% increase in non-homepage organic traffic, which shows the actual value of SEO performance.

 

  • Higher Rankings: The brand has increased its number of TOP 10 keyword rankings on Google SERP, which leads to a higher impact on organic traffic. glingerie.com.tr has doubled its TOP 10 keyword rankings from May to February 2025.
  • Authority Score: In this process, starting from May to February 2025, even if we didn’t invest in backlink acquisition, the authority score increased by over 60%, which led us to consider the power of technical and on-page SEO.

By leveraging a comprehensive SEO strategy, G Lingerie successfully transformed its online presence, demonstrating the power of technical SEO, on-page optimizations, and strategic internal linking. Totes Digital continues to support the brand’s long-term growth, ensuring sustained success in the competitive lingerie market.

 

A huge thank you to the G Lingerie team for their incredible collaboration throughout this project! 🚀 

Achieving such a transformation in Shopify SEO wouldn’t have been possible without a shared vision and dedication.

This case study demonstrates how SEO can significantly transform e-commerce brands through effective strategy, data-driven execution, and collaborative efforts. And this is just the beginning—I firmly believe we’ll accomplish even more significant milestones together!

Let’s connect if you want to turn your Shopify store into an SEO success story. 

We are always happy to discuss new challenges and opportunities!

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