8 Yards

Growing organic search visibility for a Scottish kilt retailer

8 Yards is a Scottish kilt and traditional clothing retailer offering products rooted in Scotland’s heritage and craftsmanship.

Following the launch of a new website, there was an opportunity to improve the brand’s visibility in search engines and help more customers discover its products online.

Optimus Visibility developed an SEO strategy focused on technical optimisation, keyword research and improving organic search performance, with the aim of strengthening 8 Yards’ position in the competitive kilt and Scottish clothing market.

The Challenge

The market for kilts and traditional Scottish clothing is competitive, with retailers competing for prominent positions in search results for valuable product-related keywords.

Although 8 Yards had an established brand and a new website, its organic search visibility had room to improve. The priority was to identify opportunities for optimisation, address technical issues and ensure the website was better positioned to attract customers searching for kilts and related products.

The goal was to build a stronger SEO foundation and improve visibility across relevant searches to support long-term ecommerce growth.

Our Approach

We took a structured approach to SEO, focusing on the technical health of the website and the search opportunities most relevant to the business.

Improving technical SEO

We reviewed the website to identify technical issues and optimisation opportunities affecting its organic search performance. Our work focused on strengthening the site’s structure and accessibility to support better search engine discovery and indexing.

Identifying valuable keyword opportunities

We researched relevant search terms across the kilt and Scottish clothing market to identify opportunities for improved visibility. This helped inform the SEO strategy and focus optimisation efforts on searches aligned with 8 Yards’ products and customer demand.

Strengthening organic search performance

We implemented a focused optimisation strategy designed to improve the website’s relevance for target keywords, strengthen its search visibility and establish a more sustainable foundation for attracting organic traffic over time.

The Impact

The SEO work delivered improvements in the website’s organic visibility within a competitive ecommerce market.

Key outcomes included:

• First-page Google rankings for competitive kilt-related search terms
• Improved visibility across relevant Scottish clothing searches
• A stronger technical foundation for organic search performance
• Greater opportunities to attract customers through non-paid search results

The Result

Through technical SEO, keyword research and targeted website optimisation, Optimus Visibility helped 8 Yards strengthen its organic search presence and improve its ability to compete online.

The project highlights the importance of a considered SEO strategy for ecommerce businesses, particularly following a website launch, when technical foundations and search visibility play an important role in long-term growth.