Love, Bonito in the SERPs: An SEO Approach to High-Intent Fashion Queries

Mobile pages feel fast lean templates, stable layout

Collections that answer fits, fabric, occasions, sizing

Stores found first location pages that actually rank

Services Used: Strategy, Technical Cleanup, Content Hub, Collection Architecture, Local Presence, Analytics/Tracking

Meet Love, Bonito.

Love, Bonito is a fashion brand built around thoughtful fits, Asian-inclusive sizing, and trend-right drops. Social buzz and offline love were strong; the website needed to catch up with how shoppers actually decide: What size fits me? How does this fabric fall? Is there a petite/tall option? Which dress works for weddings vs office? Where’s my nearest store?

The initial challenge.

Organic sessions clustered on a handful of generic pages while intent-rich searches occasion outfits, size/fit guidance, workwear capsules, wedding-guest dresses were captured by publishers and marketplaces. Titles and headings were brand-forward instead of query-aligned; heavy hero assets and third-party scripts slowed first paint on mobile, right where bounce decisions happen. Collection architecture mixed evergreen lines with limited drops and collabs without a predictable pattern, so filters (size, fit, length, fabric) felt inconsistent across categories. 

Benefits Of SEO

Size and fit education lived in separate guides instead of on the product and collection surfaces where decisions occur. Store pages varied in depth and schema coverage, weakening map-pack visibility for “near me” and “try in store.” Measurement leaned on pageviews and revenue attribution but missed the micro-steps that predict conversion apply filter, size guide open, fit finder start, store lookup, and notify me making it hard to double down on what actually moves a shopper from scroll to “add to bag.”

Our solutions.

We rebuilt the foundation for relevance density and decision clarity. Technical fixes came first: query-aligned titles/H1s by collection and capsule; clean H2/H3 hierarchies; compressed imagery; deferred non-critical scripts; predictable containers to tame CLS; and internal links that route authority from editorial to money pages (collections, key capsules, best-sellers). We re-mapped the collection IA to mirror how people shop Occasion → Work, Weekend, Wedding; Fit & Length → Petite/Regular/Tall; Fabric & Care → Linen, Satin, Stretch and made filters consistent across families with pinned, above-the-fold controls. Size and fit help was brought forward: in-line fit notes by body length, garment measurements on PDP, “on-model” size callouts, and a lightweight Fit Finder that remembers choices within the session.

We launched a content hub that answers real searches in plain language: wedding-guest edits by venue and dress code, office-capsule checklists, how different fabrics drape, petite vs tall hemming tips, and care guides that lengthen garment life. Each piece links purposefully into the relevant collections and hero products, with FAQ/HowTo schema to widen SERP real estate. For locality, every store page became a mini-microsite consistent NAP, hours, try-in-store cues, alterations notes, embedded maps, public-transport landmarks and LocalBusiness schema so each location can rank independently for “near me.”

Measurement moved from vanity to intent signals. In GA4, we instrumented filter applies, size guide opens, Fit Finder starts/completions, store lookups, notify-me, add to bag, and begin checkout, with disciplined UTMs across ads/socials. A simple dashboard now shows which edits push filter usage, which fits convert best by body length, and which geos/time windows drive store lookups so content, capsules, and budgets can be steered toward proven micro-moments.

Impact.

Shoppers now hit faster pages that answer what matters first fit, fabric, occasion, and where to try cutting bounce and lifting filter usage on mobile. Collections surface more often for intent-driven queries, store pages appear more consistently in map-packs, and editorial edits create new entry points that funnel directly into capsules and best-sellers. Reporting finally traces a clean line from search to actions the brand cares about: more qualified filter interactions, more size-guide and Fit Finder completions, more store lookups, and steadier “add to bag” at peak hours.

Want this lift for your fashion brand? Let’s turn discovery into demand. Talk to PaperCut Collective.