My Personalised Clothing
Helping My Personalised Clothing compete with the biggest names in retail.
The Client
My Personalised Clothing is one of the UK's leading independent personalised clothing businesses, with over 20 years in the industry. They offer one of the widest product ranges in the market - from custom t-shirts and hoodies to workwear, sportswear, and personalised gifts - all printed and dispatched from their own UK facility. They have built a reputation for quality and service that has earned them a Feefo Platinum Trusted Service Award.
The Challenge
MPC operates in one of the most competitive ecommerce spaces in the UK. The personalised clothing market is crowded with household names like VistaPrint, Asda, Tesco, Amazon and other major retailers, all chasing the same search terms with serious resources behind them. It's a fight we love. MPC are the very best at what they do, and our job is simple. Think sharper, move faster, and connect them with the customers already searching for custom clothing.
You don't beat the giants by matching them. You beat them by out-thinking them. That was the brief.
- Competing for high-value search terms against some of the biggest brands in UK retail
- Category pages were not structured or optimised to compete effectively in search results
- No strategy for targeting specific product-level search terms - broad pages were trying to do too much
- Technical issues holding back performance, including site speed challenges and missing structured data
- Blog content was not being used strategically to build authority and attract new customers
What We Did
The campaign has been focused on making every page on the site work harder. Pages you wouldn't even consider as an opportunity, we generate sales through. Meticulous planning and mercenary execution. The result is a site that consistently shows up where it matters in search.
Ecommerce SEO and product targeting
- Optimised category pages across the full product range to compete for high-value search terms
- Developed and rolled out a product-level targeting strategy - creating dedicated, optimised product pages to capture specific search terms that category pages alone could not win
- Built new product pages for seasonal and event-driven demand, making sure MPC was visible when customers were actively searching - after all, a t-shirt doesn't just have to be a blank canvas
Technical SEO
- Due to the scale of the site, we run constant technical audits to catch issues before they impact performance
- Core Web Vitals was the single biggest technical barrier holding the site back - we identified the root cause, worked with the team to deploy the fix, and unlocked a significant jump in performance as a result
- Conducted a full backlink audit, recovered broken backlinks through redirects, and ran targeted outreach to build new ones
- Fixed broken links, cleaned up redirects, and restructured site navigation to improve how search engines crawl the site
AI search optimisation
- Aligned the site to perform in AI-generated search experiences, including ChatGPT visibility and Google's AI Overviews
- Optimised product data and site structure to ensure MPC's products surface when customers use AI tools to find and compare personalised clothing options
Content strategy
- Created a keyword-driven blog content plan targeting terms that attract customers earlier in their buying journey
- Published regular blog articles designed to build topical authority around personalised clothing, custom printing, and related themes
- Rewrote and improved category page content to better communicate value and convert visitors into buyers
The Results
MPC is now competing and outranking some of the biggest names in the market.
More orders year-on-year, with net sales up +61% in the same period
More clicks on a single focus product year-on-year, moving from page 3 to position 1
Growth in AI search traffic from ChatGPT, now driving serious revenue
We've worked with Spyda Digital for a while now and the difference they've made to the business is huge. We'd tried a few agencies before and never really got anywhere. This has been different. Spyda actually understands what we sell, where our customers are and how to reach them. They genuinely care about our business.
SEO and AI Search Strategy is essential for us now. More people are finding us through Google and ChatGPT, orders are well up on last year, and they're great to deal with. Couldn't recommend Spyda enough. We look forward to continuing our work together.
In a market where VistaPrint, Asda, and Tesco are all fighting for the same customers, MPC is winning. Our targeting strategy has been a key driver, allowing MPC to rank for search terms where the competition just can't get near us. When a customer searches for exactly what MPC sells, MPC now shows up. And they show up at the top.
- +74% more items purchased year-on-year
- +35% more organic clicks from UK search
- Recent performance has surpassed even the peak Christmas trading period - the busiest month of the year for any ecommerce business
How We Helped My Personalised Clothing
Ecommerce SEO
Specialist SEO for ecommerce sites. Category architecture, product schema, faceted navigation, and site speed at scale.
View serviceContent Strategy
Strategic content backed by keyword research and competitor analysis. We track non-branded traffic, conversions, and qualified enquiries - not vanity metrics.
View serviceTechnical SEO
Fix the foundation Google actually cares about. Core Web Vitals, structured data, mobile responsiveness - the technical elements that separate page 1 from page 3.
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