Case Navy Blue: Online store tops Google with SEO

Navy Blue

Navy Blue (Oy Navy Blue Trading Ltd) is a Finnish, family-run company specializing in importing and retailing clothing, operating since 1998. The brand is best known for its classic, relaxed leisurewear made from high-quality natural materials like linen and cotton.

The heart of the business is the Navy Blue Shop brick-and-mortar store in Lauttasaari, Helsinki, but it also serves customers nationwide through its online shop. The selection includes women’s and men’s clothing—from shirts and dresses to knitwear and accessories. Its maritime, timeless style has made Navy Blue a trusted choice for quality-conscious shoppers who value durable materials.

Customer service and material expertise are cornerstones of Navy Blue’s operations. The online store acts as a natural extension of the physical shop, offering the same high-quality selection conveniently available across Finland.

Starting point and goal

Navy Blue needed to increase the organic visibility of its online store and attract more purchase-ready visitors via search engines. Although the brand was well known, the webshop didn’t rank high enough for competitive, general search terms. The goal was to achieve top rankings for the business’s most important product categories.

Execution

SEO planning and implementation were handled by Tapio Kauranen, Finland’s leading search engine optimization specialist. The project began with a comprehensive analysis of the current situation, which formed the basis for a strategy to improve the site’s technical and content discoverability.

The work focused especially on optimizing searches related to natural materials and seasonal products. Site structure and content were refined to better match how consumers look for high-quality leisurewear online.

Key aspects of the implementation included:

• extensive keyword research and competitor analysis
• technical optimization of the site
• enriching category page content and metadata
• improving internal linking structure
• increasing the site’s authority

Outcome

As a result of SEO work, Navy Blue’s online store saw a significant improvement in visibility and an increase in organic traffic. The targeted measures pushed the site to the top of search results for the terms that attract the right customers to the shop.

The site achieved first-page rankings on Google for keywords such as:

• linen clothing
• women’s linen dresses
• men’s linen shirts
• classic casual wear