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Iakoe x WNU

Case study


When former Tatler editor Pip Durell launched With Nothing Underneath (WNU) in 2017, her mission was deceptively simple: to create an everyday shirt that could be worn effortlessly, without thought — or anything underneath. The brand stands for simplicity - paired back, laid back, timeless, effortless shirts. WNU engaged us to lead their search engine optimization strategy & to decrease their reliance on Facebook ads. Here’s a breakdown of some of the tactics that we deployed…

Scope of Work
  • Search engine optimization

Site architecture updates

The site architecture was hindering the brand’s ability to distribute their overall domain authority throughout the site effectively. A number of key pages were 4 clicks away from the homepage (or not linked at all) which meant that Googlebot was finding it difficult to locate & index them. We implemented a flat architecture to maximize crawl budget & ensure both users & search engines could reach any page in 3 clicks or less.


Keyword targeting & strategic blog content

We conducted an in-depth keyword, competitor, & content gap analysis to identify quick win & long term commercial intent target keyphrases, whilst also mapping out informational based keyword opportunities that WNU could create content for to drive brand awareness through search. The content strategy we implemented focused on creating trend-led & styling how-to blog content pieces that could also be repurposed for their email campaigns.


Sitewide copy refresh

The existing website copy was beautifully written but hadn’t been optimized for search. We rewrote the collections & PDP copy across the site, carefully inserting target keywords in a way that naturally balanced both the brand’s tone of voice & SEO goals in harmony.



YoY Organic Revenue


YoY Organic Users


YoY Organic Traffic

iakoe have been fundamental in growing our DTC business. The world of digital growth can be murky & finding iakoe has been a complete game changer. Communicative, clear & engaged, the team are a total pleasure to work with & deliver true results. They are not only excellent at what they do but they also genuinely care about our business & it shows. I couldn't be happier.