How RJ Bodywear got 10x more new customers from Google

Client

RJ Bodywear

Market

E-commerce

meet our Expert

Emma Smeulders

Team Lead SEO

How RJ Bodywear got 10x more new customers from Google

Executive summary

RJ Bodywear is a Dutch specialist in sweatproof, thermo, seamless, menstruation and sports underwear. When we started, that expertise was invisible on Google: people only found the brand if they already knew its name, and the searches that brought in new customers went to competitors.

We competed on what RJ knows best, the questions shoppers ask before they choose a brand. Within a year, 10x more new customers were finding RJ Bodywear through Google, and search had become one of its most reliable sales channels.

Results

10x more people discovered RJ Bodywear on Google in year one, new audiences who weren’t searching for the brand by name.
Total traffic from Google grew more than 5x year on year.
Sales through search grew around 8x, turning Google from a marginal channel into a dependable revenue stream.
Nearly 600 ready-to-buy searches on page one, across every product line, from sweatproof and thermo to seamless, menstruation and men’s underwear.
The biggest win came from expertise: RJ ranks at the top for the fabric and care questions shoppers ask before they buy, like whether polyester makes you sweat, turning specialist knowledge into steady discovery traffic.

Our approach

RJ Bodywear sells across multiple distinct product categories, each with its own buyer language, search intent, and competitive landscape. The brief was to build credible organic presence across all of them, starting from near zero. What follows is how we approached ecommerce SEO.

Before writing anything, we mapped the full underwear search landscape – every product category, material type, use case, buyer profile, and search intent the brand could credibly own. Each cluster is broken down to its subtopics. Every piece of content written over the campaign had a defined role within that structure: nothing in isolation, nothing competing with itself.

The biggest traffic driver turned out not to be the product pages – it was fabric education. People researching whether polyester makes them sweat, what viscose does at body temperature, whether polyamide breathes: these are buying-intent queries from people one step away from a purchase decision. We wrote the content that answers those questions, taking queries like “is polyester zweterig,” “viscose zweten,” and “polyamide zweten” into the top three. At its peak, this cluster alone drove over 1,000 organic visits per month. A generalist retailer cannot own this space. A brand with genuine fabric knowledge can, and that’s precisely what we helped RJ Bodywear achieve.

We built content for every stage of the buyer’s journey, across every product line: the questions people ask early on, the guidance that helps them choose, and the category and product pages they buy from. Nothing was one-off, each page had a defined role in moving someone from first question to purchase.

Our links were contextual, not scattershot: each one sat in a Dutch fashion, lifestyle or sport article matched to the page it pointed to, a wintersport blog to the thermo range, a fitness site to the sweatproof shirts. We did this across every category, building links only to the high-conversion pages that were ranking too low and timing each placement to its season, thermo in winter, sweatproof in summer.

Alongside the content work, we audited the site and resolved key technical issues affecting crawling and indexing. We also restructured the internal link architecture to route authority from high-traffic blog content toward product and category pages. Schema markup was added across product, category and blog pages.