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Grace & Lace had national fame from Shark Tank and almost no visibility for anything except their own name. A technical, keyword, and authority program turned brand-name fame into durable organic growth: more than four times the traffic in nine months, keyword footprint from 3,500 to over 15,000, and $20,000 a month in added revenue.
★★★★★ 4x organic traffic, 15,000+ ranking keywords, links from CNBC and US Magazine
Even with their exposure from Shark Tank, Grace & Lace faced several SEO issues that limited long-term growth. Their biggest challenge was converting fame into lasting organic search growth, which required a strategic, technical, and content-driven SEO plan rather than more publicity.
With a clear roadmap, we focused on three pillars: technical optimization, keyword targeting, and authority building. The phased approach fixed what was blocking Google first, then rebuilt the collection and product pages around real demand, then earned the links that made the rankings stick.
Technical SEO is the first step in any SEO process. The website needs to be found by Google, trusted by Google, and have all of its main pages live and indexable. For Grace & Lace, a surprising number of pages were simply not in Google’s index.
There were plenty of opportunities to target collections and products with keywords that could increase traffic. We spent two months building a plan to target and revamp the whole site so it would actually show up on Google, and it worked. Collection pages come first because that is where Google shows the best low-hanging-fruit traffic.
Backlinks are the key to any SEO growth. Grace & Lace had some links from the Shark Tank coverage, but their blog and collection pages had none. We built links that drove authority and additional referral traffic, which pushed the rankings up. Links from US Magazine and CNBC are just two examples.
Mike McClausland, CMO of Grace & Lace, on what the SEO program did for the brand after Shark Tank.
Details on how Grace & Lace turned Shark Tank fame into four times the organic traffic and a new revenue stream. Not the answer you need? Just ask.
Fame brings searches for the brand name, not for the products. Someone looking for a lace tunic or fall women’s fashion never sees a brand that only ranks for its own name. Grace & Lace had 3,500 ranking keywords, almost all branded, and no system for collections, products, or blog content. The program built that system.
No. The traffic growth and the $20,000 a month in added revenue came from organic search through technical fixes, collection and product optimization, content, and earned links. Those rankings keep producing sales without a per-click cost.
Collection page optimization. Collection pages are where Google shows the best available traffic for an online store, so we optimized those first, using competitor keyword data from Semrush, then repeated the process until every collection was covered. The technical fixes made sure those pages were indexed and fast, and the links made the rankings hold.
Two things. Page speed work improved load time, LCP, and FCP, which directly lifts e-commerce conversion, and the keyword work brought in visitors who were searching for the products rather than the TV show. Conversion moved from under 4% to almost 5%.
Yes. Any store with collections and products can apply the same framework: fix indexing and speed, optimize collection pages around real search demand, support them with content, and earn links to the pages that sell. Our e-commerce SEO services are built on exactly this playbook.
Book a free, no-obligation SEO audit with our team. We will show you exactly where your store is losing organic sales and the fastest path to results like this.
Known for your brand but invisible for your products? Let’s talk about what a full e-commerce SEO audit could uncover for your store.
Want more SEO and AI search breakdowns like this in your Google results? Add Makarios Marketing as a preferred source.
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