Opaline, a well-established brand in the fashion e-commerce sector (fashion retail) sector, embarked on a digital transformation process with a critical financial and operational goal: to maximize the organic performance of its channel and mitigate at the source the risks associated with its technological migration to the VTEX platform. The project, launched in February 2025, required guided technical and strategic support to ensure that the infrastructure change would not erode existing visibility but would instead serve as a business catalyst. To this end, a strategy for information architecture and advanced semantic coverage was designed, focused on engaging the consumer throughout their entire decision-making cycle. The core of the work consisted of mapping and transforming informational search intent in the fashion sector into high-conversion transactional flows. Through this comprehensive SEO/GEO/AEO optimization, the strategy sought to consolidate the brand’s top-of-mind awareness and make the organic channel the first point of contact with qualified audiences. The ultimate goal was to build a proprietary digital asset capable of sustainably fueling and lowering conversion costs across the company’s entire commercial ecosystem, thereby reducing its structural dependence on paid advertising.
The challenge
The main challenge of the project was to maximize the site’s overall organic performance in a context of growth and technological transformation. Opaline needed to strengthen its presence in search engines, improve its visibility among qualified audiences, and lay a solid foundation so that the organic channel could drive more business with less reliance on other paid channels.
In addition, the project involved migrating the platform to VTEX, a process that required technical support and careful planning to avoid any loss of performance. Added to this was the need to refine the site’s semantics and content strategy to capture informational searches that could evolve into transactional searches, thereby strengthening the brand’s reputation and the efficiency of the digital ecosystem.
The Solution: SEO/GEO/AEO
Known Online developed a strategy 360-degree SEO/GEO/AEO that combined technical consulting, market analysis, and specialized content creation. The project began with in-depth structural audits and competitive analysis of SERPs, with the goal of identifying real ranking opportunities and improving the site’s overall architecture.
The scope of the project also included on-page and web performance adjustments, integrating the optimizations directly into the online store’s CMS to ensure they would be sustainable over time. This approach made it possible to align content, structure, and technology under a single business logic, enabling the site not only to gain visibility but also to better capture the user’s purchase intent.
Among the main actions carried out, the following stood out:
- Structural audit of the site.
- Research on keywords and informational search intent.
- Technical analysis of competitors and highlights.
- Optimization of Loading Speeds (WPO).
- Control of canonical tags in filtering systems.
- Strategic Internal Linking Design.
- Correction of H1, H2, and H3 headings, along with metadata.
- Development of blog
These tasks were part of a comprehensive plan that also included numerous additional on-page and off-page optimizations, although these are not detailed in this summary. The focus was on building a robust SEO/GEO/AEO foundation, prepared for both organic growth and platform changes.
The results
Since the project began in February 2025, the results have shown a direct impact on both the business’s search engine rankings and revenue. First, we worked on optimizing the site in terms of content and structure; then, in August 2025, we carried out the migration to VTEX , ensuring that the entire technical and system infrastructure functioned correctly.
Thanks to those efforts, by December 2025, impressions not only weren’t lost following the migration but actually increased by +3% year-over-year. By May 2026, growth remained at +10% year-over-year, confirming that the strategy not only withstood the technological change but also succeeded in maintaining and expanding the site’s visibility.
In terms of rankings, the average global position improved by 45%, solidifying the brand’s position among the top results on Google for nearly all of its search terms and catalog products. This progress enabled the brand to capture a larger share of relevant searches, particularly those with transactional intent.
The commercial impact was even more significant:
- A +92% increase in net revenue from organic channels.
- A 52% increase in total purchases.
- An 8% increase in CTR
Although the CTR saw a moderate increase, the real improvement was in the quality of the traffic generated. The brand succeeded in attracting more visitors with a genuine intent to purchase, which made organic traffic contribute much more effectively to the business and nearly doubled the revenue from this channel.
This case demonstrates that SEO/GEO/AEO, when approached with a strategic vision, not only improves search rankings but also transforms an e-commerce. At Opaline, the combination of content, structure, technology, and technical support enabled us to turn the organic channel into a true driver of conversion and sustainable growth.
For companies looking to scale based on measurable results, Known Online stands out as a leading partner in the industry: a team capable of combining technical expertise, business acumen, and SEO/GEO/AEO execution to turn visibility into revenue.
