Resurrecting Search Rankings

A Royal Decree Chronicle

Mapping the Battlefield

When I joined Windsor, SEO was more of a buzzword than an actual strategy. We had a website, product descriptions, and category pages—but none of it was optimized.

The only search traffic we consistently received came from people already searching for “Windsor”—which meant we weren’t reaching new audiences. Meanwhile, our biggest competitors were ranking for high-intent search terms like long dresses, prom dresses, cocktail dresses, and more. Something had to change.

Coordinating the Attack

I had already started studying SEO independently, picking up an SEO book and diving into online research to understand search algorithms, keyword optimization, and metadata best practices.

Now, I had to translate that knowledge into actionable steps for our team.

Educating the Copy Team – I broke down what I had learned about SEO, explaining how metadata impacts rankings and why keyword placement matters.
Category Page Optimization – Under the supervision of our Marketing Manager, I led the copy team in revising metadata for Windsor’s most important categories.
Metadata Overhaul – I updated title tags, meta descriptions, and headers for the pages I was assigned to include relevant keywords.

By leading the team in this initiative, I took what was once an unfamiliar concept and helped make SEO a core part of our content process.

The Spoils of Battle

It didn’t take long to start seeing results—within a month, Windsor’s “Long Dresses” category climbed to the first page of search results.

“Long Dresses” became Windsor’s first optimized category to rank, appearing on page one within a month of the metadata update.
Organic search traffic surged as more categories followed suit in the following months.
SEO became part of our content workflow, with the copy team incorporating keywords into product descriptions to improve individual product rankings.

This was my first real SEO win, and it completely reshaped how I approached content strategy, optimization, and long-term digital visibility.

Artifacts & Enchantments

SEO Research & Implementation (Studying SEO, applying metadata best practices)
Team Training & Knowledge Sharing (Educating the copy team on SEO fundamentals)
Collaboration (Working with the eCommerce & marketing teams, coordinating with Virid)
Google Analytics (Monitoring ranking changes & organic traffic)
MarketAgility (Updating category metadata within Windsor’s eCommerce platform)

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