Ecommerce SEO for Dune London

Dune London, the affordable luxury footwear, and accessories specialist approached POLARIS in 2023 to improve their approach to SEO.

The Partnership

Dune London were looking for a partner that could provide strategic recommendations on how to improve the technical health of the website whilst utilising the brands ethos to take their product range to market, season to season.

The team specifically wanted a partner that had experience in:

  • Increasing SEO performance for fashion and retail businesses
  • Optimising an enterprise level ecommerce platform
  • Upskilling and training marketers on the mechanics of SEO and how it fits into their existing day to day

SEO Audit

Our initial step was to audit the current performance of the brand to determine what strengths, weaknesses, and opportunities the business presented to the team.
By utilising our proprietary auditing methodology, we devised a roadmap consisting of numerous opportunities to further enhance SEO activity across all 3 pillars of SEO.

Our initial SEO audit also served as the base to begin to educate members of the marketing, content, and performance teams with regards to what SEO activity looks like from within the business and how our partnership can guide them to realise even more value from what they were doing already.

Technical SEO Strategy

From initiation, POLARIS cemented their position as the SEO stakeholders to internal teams and an external development partner. Exercising the “radical candour” value that POLARIS upholds, the team set about swiftly reviewing existing sprint plans and providing SEO led intelligence that would shape development sprints and efforts for the near future.

Over the course of the first 3 months, the development process was evaluated by POLARIS and adjusted to accommodate a more efficient testing and review process from the client and POLARIS teams.

Programmatic SEO

Operating an enterprise level website with a vast product catalogue, the POLARIS team directed the development team on how to implement rule-based SEO tactics to optimise category and product pages sitewide. This programmatic SEO approach meant that optimisation was carried out at platform level, increasing efficiency and time to impact the serps.

45%Increase in Search Visibility
#1 RankingsFor High Volume Terms “Womens Sandals”

Of online experiences begin with a search engine. We analyse users in your market and identify their conversion paths.

“We have found POLARIS’ approach to be very comprehensive as well as supportive, particularly with educating the wider teams taking on new SEO responsibilities here at Dune. From pitch to implementation, the POLARIS team has more than met our expectations in these first 3 months and we are excited to start seeing the success of our collective efforts.”

Kerri Kaven

Dune London

Project Management

Using the agencies technology platform, a dedicated project manager was assigned to keep the project and partnership on track from season to season. By ensuring a dedicated project manager was a part of the agency team, every aspect of the SEO partnership was clearly documented and followed up. Organising priorities and reporting progress back to the client was critical so that it was clear what value was being gained by the client, right from the very first week of engagement.


In the initial three months of our partnership, POLARIS achieved remarkable milestones for the autumn winter season. Working closely with the Dune London team, POLARIS swiftly devised and executed a comprehensive strategy, producing great results by December 2024. Notable accomplishments during this period include:

  • Position 1 rankings for “Womens boots”
  • 45% Increase in search visibility.
  • 95% of tracked keywords increased in rankings.

These early successes highlighted our commitment to driving tangible growth and success for Dune London in the competitive autumn/winter market.

Spring Summer season positioning performance ahead of season
Working diligently with the Dune London team, POLARIS organised our approach for SS 24 ahead of season so that come February 2024, top spot rankings in for high search volume terms were already in position ready to be maintained through ongoing activity in peak season.
Spring Summer Ranking increases at the beginning of the season included:

  • Wedge Sandals – 1st
  • Flat Sandals – 1st
  • Heel Sandals – 1st
  • Heeled Sandals – 1st
  • Block heeled Sandals – 2nd
  • Womens sandals – 3rd
  • Low heeled Sandals – 3rd
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“On average, our client partners see a 721% increase in their investment with POLARIS."
Amo SokhiDirector
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