Case Study: GOOD AMERICAN

861% increase in non-brand clicks YoY

In the competitive fashion retail space, women’s clothing brand GOOD AMERICAN sought to drive site traffic as it launched new product lines ahead of the busy holiday season. Intrepid’s content team collaborated with the SEO team to optimize key category pages, earning a significant YoY improvement in average SERP position, click-through rate, and citations in AI overviews.

Non-Brand Clicks YoY

0 %

Improvement in Average SERP Position

↑ 0

Links Built in Q1 2025

Challenge

In a fast-moving industry like fashion, the competition is as fierce as crystal-studded jeans. As GOOD AMERICAN focused on launching new product lines, Intrepid Digital supported the website with editorial content on category pages, capturing some of the most highly searched keywords in fashion retail.

Strategy

Following key technical enhancements and the removal of duplicate content, the SEO and content teams conducted a content gap analysis. As GOOD AMERICAN looked toward retail’s high-stakes holiday shopping season, Intrepid executed a content strategy to improve SERP rankings for highly searchable keywords to drive clicks and, ultimately, conversions.

This included targeting informational searches with optimized FAQs sections on key collections pages, such as High Waisted, Mid Rise, Skinny, and other popular jeans styles.

Results

The strategy paid off, driving strong growth in brand and non-brand searches. Non-brand rankings surged, with 851% more keywords in the top 10 and 425% more page-two rankings compared to the previous year. This resulted in an average SERP position improvement of 20. GOOD AMERICAN also captured 1,119 more highly searchable keywords. These strong improvements led to a 74% rise in impressions and a 215% rise in clicks YoY.

Because AI Answer Engines field largely non-brand queries, and given GOOD AMERICAN’s authority in fashion, Intrepid knew that this strategy would also earn the brand references in AI tools. This resulted in thousands of referral visits from AI tools like ChatGPT, Perplexity, and Gemini through Q4 2024 – Q2 2025. As AIO continues to shape the future of non-click search, these references are increasingly important for brand awareness.

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