Elevating The Fitzroy: A Data-Driven SEO Transformation by Keyo Agency
Proof in the Rankings
From “dress rental Toronto” to “dress rental Calgary” and even “dress rental Canada” — watch how The Fitzroy claims the top of Google search results, nationally. SEO isn’t just traffic — it’s digital dominance.
Fitzroy’s SEO Growth in Numbers
The Opportunity
The Fitzroy Rentals, a Toronto-based luxury dress rental brand, had successfully built a beloved identity with a strong local presence. But they were hitting a ceiling. While demand for formal wear rentals was growing, their digital presence wasn’t expanding beyond their local market.
Despite having an impressive product offering, the website suffered from poor structure, slow speed, limited mobile responsiveness, and under-optimized content. Key keywords were being outranked by competitors, and the site lacked visibility in other provinces across Canada. The Fitzroy needed more than a local SEO presence — they needed national discoverability.
The opportunity was clear: the brand had high-quality offerings and strong customer love but lacked technical and strategic SEO to scale. Keyo’s task was to optimize the site, improve organic reach, and help The Fitzroy reach new customers who were either actively searching for dress rentals or simply shopping for formal wear without knowing renting was an option.
The Results
● Achieved a +27% increase in search clicks and +33% more impressions through strategic SEO changes including on-page optimization, speed improvements, and better mobile responsiveness — resulting in an average ranking position of 1.8 within 30 days.
● Strengthened domain authority with 475 new backlinks and 222 referring domains, boosting organic visibility and improving keyword competitiveness across Canada.
● Grew organic keyword presence by +1.6K, reaching a total of 14,700+ keywords ranked, including high-converting terms in major Canadian cities like Vancouver, Montreal, and Calgary.
● Increased Shopify sessions by 24% and orders by 72%, while lifting total sales by 91%, thanks to better landing page visibility and search-targeted traffic.
● Drove national exposure and demand by targeting both renters and buyers — including users not actively searching for rentals — through tailored SEO content aligned with buyer intent.
Turning the Curve: How Keyo Reversed a Downtrend & Boosted Visibility
Prior to working with Keyo Agency, The Fitzroy’s search performance had been steadily declining across key metrics. As shown in the Google Search Console graph, organic clicks and impressions began to fall in late 2024, with the lowest point marked in November (see red arrow). This decline directly impacted visibility, traffic, and ultimately conversions.
That’s when Keyo stepped in.
From the moment our SEO strategy was implemented — site structure, speed optimization, targeted content, and backlink acquisition — performance rebounded sharply (green arrow). Clicks and impressions began a sustained upward trend through Q1 and Q2 of 2025.
The Results
Keyo’s SEO strategy delivered measurable growth in visibility, traffic, and sales within the first 30 days — with momentum still rising:
● 230,000 total clicks and 9.58 million impressions across search
● +27% increase in clicks, +33% increase in impressions month-over-month
● 14,700+ organic keywords ranked (+1.6K new in 30 days)
● 6,500 backlinks and 1,300 referring domains built
● 2,040 orders placed (+72%) via Shopify
● +91% total sales growth
● +32.7% increase in Google Business Profile views
● Strongest gains across mobile search and Maps in major Canadian cities
These results proved that technical SEO, local targeting, and strategic content could unlock national reach — converting casual shoppers into loyal renters.
Google Business Profile Views – Before and After Keyo’s SEO Intervention
The Solution
To transform The Fitzroy’s online visibility and sales, Keyo Agency executed a comprehensive SEO strategy focused on performance, structure, and data-driven scalability. Our solution included:
✔ Technical SEO Overhaul: We resolved major structural issues, optimized site speed, and implemented mobile-first best practices. This laid the foundation for improved rankings and a better user experience across all devices.
✔ Keyword Strategy & Content Development: We conducted deep keyword research to identify high-intent, high-volume opportunities and built geo-targeted landing pages and blog content to drive national discoverability.
✔ Backlink Acquisition & Authority Building: Our team secured 475+ quality backlinks in 30 days across 222 referring domains, boosting domain authority and ranking competitiveness across Canada.
✔ Google Profile Optimization: Strategic enhancements to Fitzroy’s local listings and profile activity led to a 32% increase in profile views, supporting local and national visibility.
✔ Performance Tracking & Analytics: We integrated advanced tracking tools and custom dashboards to monitor performance, enabling data-backed decisions on content, traffic, and conversion optimization.
✔ Conversion Funnel Optimization: Optimized page layouts, internal linking, and Shopify product structure contributed to a 91% lift in total sales, 72% increase in orders, and 24% increase in Shopify sessions within 30 days.
✔ Mobile-First UX Improvements: Ensured seamless mobile navigation and fast-loading design, directly impacting engagement, conversion, and time-on-site.
✔ Scalable SEO Infrastructure: Set up Fitzroy for long-term success with schema markup, on-page SEO systems, and CMS-friendly templates that can scale with new collections and cities.
Founded to deliver truly exceptional SEO services, Keyo is here to unlock digital potential. Proudly based in Toronto, with a global perspective, we offer an elevated SEO experience that opens doors to new opportunities. Need a captivating website or a boost to your online presence? Looking to elevate your SEO to new heights? Whatever you’re looking for, get in touch with Keyo today. We’re excited to help you reach your goals.
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