Two merchant types dominate the top 10 fastest-growing online retailers in 2025, with the No. 1 ranking going to a well-known Consumer Brand Manufacturer.
The global eCommerce industry is booming, with projected sales expected to hit USD 58.74 trillion by 2028. For brands, the race to dominate international markets is now more competitive than ever.
In this case study, we analyze the incredible growth story of MESHKI, a fashion eCommerce brand that increased its organic traffic by a staggering 589% in just three months. By leveraging strategic international SEO techniques, this brand expanded into the UK market with explosive results.
Let’s dive into how MESHKI achieved this remarkable milestone—and what you can learn from their success.
“What MESHKI Did: Before the launch of meshki.co.uk, branded searches in the UK for “MESHKI” or related keywords like “MESHKI dresses” were directed to the meshki.us domain.”.
– Meshki
Founded in 2013
Founded in 2013 by two architecture students with a shared passion for fashion, MESHKI has grown from a humble startup into a global eCommerce powerhouse. Known for its trendy yet affordable designs, the brand is a favorite among social media influencers and celebrities.
Today, MESHKI serves an international audience, shipping to 190 countries. Their targeted approach to geographic markets has played a critical role in their success.
The Challenge
Before 2023, MESHKI was already established in its home market, Australia, with its meshki.co.au domain. It later expanded into the U.S. market with meshki.us. However, penetrating the UK market presented new challenges, particularly in redirecting branded traffic and adapting to local preferences.
The Strategies That Delivered 589% Growth
The UK domain, meshki.co.uk, became the central focus for implementing targeted international SEO strategies. These strategies, carefully tailored for the UK audience, helped achieve a remarkable 589% growth in organic traffic within just three months. Let’s break down each key approach in detail:
1. Leveraging ccTLDs for Targeted Market Reach
What MESHKI Did: MESHKI strategically utilized country code top-level domains (ccTLDs) to localize its online presence for specific geographic markets:
- meshki.co.au for Australia
- meshki.us for the United States
- meshki.co.uk for the United Kingdom
A ccTLD acts as a powerful signal to search engines that a website is designed to cater to users within a particular country. By using the .uk ccTLD for the UK market, MESHKI targeted its SEO efforts directly to this audience. This approach also allowed them to:
- Localize their content to better match UK customer preferences.
- Reflect region-specific pricing, currency, and shipping options.
- Foster trust among UK consumers, who prefer transacting with locally recognized domains.
Why It Worked:
- Improved Local Rankings: Search engines like Google prioritize ccTLDs in regional search results, making it easier for meshki.co.uk to rank for keywords relevant to the UK.
- Enhanced Customer Trust: UK shoppers felt more confident purchasing from a .uk domain, as it gave the impression of a localized and reliable shopping experience.
- Localized Customization: The UK-specific domain allowed MESHKI to tailor its marketing, promotions, and content to better resonate with the UK audience.
Key Considerations: While ccTLDs can boost local rankings, they are not a universal solution. They require additional maintenance and resources, such as creating unique content for each domain and managing multiple SEO strategies. However, when done right, as MESHKI demonstrated, the payoff can be massive.
2. Dominating Branded Keywords
What MESHKI Did: Before the launch of meshki.co.uk, branded searches in the UK for “MESHKI” or related keywords like “MESHKI dresses” were directed to the meshki.us domain. This wasn’t ideal, as UK users were shown content and pricing optimized for the U.S. market.
In June 2023, MESHKI implemented a targeted on-page SEO strategy for its UK domain. This included:
- Optimizing the homepage and key landing pages with branded keywords like “meshki” and “meshki uk.”
- Including localized terms in meta titles, descriptions, and headers to signal relevance to search engines.
- Redirecting branded traffic from the U.S. domain to the UK domain.
Over time, search engines began associating branded traffic with meshki.co.uk instead of the U.S. domain. By September 2023, branded keywords like “meshki dresses” accounted for 35% of the UK site’s total traffic.
Why It Worked:
- Clearer User Intent: By focusing on branded keywords, MESHKI made it easier for UK users to find and engage with the right domain.
- Localized Optimization: On-page SEO tweaks ensured the content matched the UK market’s expectations, improving clickthrough rates (CTR) and conversions.
- Patience Paid Off: Transitioning branded traffic from one domain to another took time, but MESHKI’s persistent SEO efforts yielded long-term benefits.
Pro Tip: When optimizing for branded keywords, focus on:
- Including branded terms in high-visibility areas (e.g., meta tags, headers, and product descriptions).
- Using internal links to guide users from non-branded content to branded pages.
3. Winning Review Snippets on the SERP
What MESHKI Did: MESHKI implemented product review schema to enhance its search listings with review snippets. These snippets, which display a product’s average rating and reviews, made their SERP results more visually appealing and informative.
For example, when users searched for “MESHKI backless maxi dress,” the search results included star ratings, attracting attention and clicks.
Why It Worked:
- Higher CTR: Rich snippets are visually prominent, increasing the likelihood of users clicking on the result.
- Credibility Boost: Displaying reviews and ratings helped establish trust with potential customers.
- Improved Traffic: Products with review snippets saw increased organic traffic compared to those without.
How to Replicate This Success:
- Use structured data markup, specifically product schema, to display reviews in search results.
- Ensure your schema markup is error-free using tools like Google’s Structured Data Testing Tool.
- For WordPress sites, plugins like AIOSEO Schema Generator can automate the process.
Bonus Tip: Encourage customers to leave reviews on your site. The more reviews you have, the higher the likelihood of your rich snippets appearing in search results.
4. Building High-Quality Backlinks
What MESHKI Did: From July to September 2023, MESHKI secured a significant number of backlinks from high-authority websites in the fashion and lifestyle niche. This effort resulted in:
- A dramatic increase in total backlinks from 900 to 2,929 within three months.
- A natural backlink profile, with anchors like “fashion brand” and “stylish dresses,” avoiding spammy, keyword-stuffed anchors.
Why It Worked:
- Relevance Matters: Links from niche-relevant sites (e.g., fashion blogs) carry more weight in Google’s algorithm.
- Domain Authority Boost: High-quality backlinks signal to search engines that your site is trustworthy and authoritative.
- Referral Traffic: Links from popular fashion sites drove direct traffic to MESHKI’s UK domain.
Pro Tip: When building backlinks:
- Target sites that are relevant to your niche.
- Avoid overusing exact-match anchor text, as it can trigger spam filters.
- Focus on creating link-worthy content, such as guides, infographics, or case studies.
Tools for Backlink Building: Tools like Ahrefs, SEMrush, and Moz Link Explorer can help you find backlink opportunities and analyze your link profile for quality and diversity.
Standout SEO Wins
In addition to the strategies above, MESHKI implemented unique practices to improve user experience and search visibility:
- Custom 404 Pages: Instead of a standard error page, MESHKI’s custom 404 page redirects users to new arrivals, reducing bounce rates and maintaining engagement.
- Efficient Internal Linking: By optimizing internal links, MESHKI ensured smooth navigation and better crawlability for search engines.
What You Can Learn From MESHKI
Top 3 Strategies to Emulate
- Target specific markets with ccTLDs to improve local SEO performance.
- Leverage on-page SEO to optimize branded keywords and signal relevance to search engines.
- Implement structured data, like product schema, to enhance SERP visibility with review snippets.
Strategies to Avoid
- Skipping essential H1 tags on pages, as it can confuse search engines.
- Using excessive metadata lengths that get truncated on the SERP.
- Ignoring image title tags, which can improve image search rankings.
Read also: How Hawthorn Mall Achieved 252K Organic Visits in 5 Months
Conclusion
MESHKI’s UK expansion demonstrates the power of international SEO and market localization. From ccTLDs to structured data and backlink strategies, the brand’s approach highlights the importance of tailoring strategies to specific markets.
If you’re looking to replicate this success, start with a checklist of actionable SEO strategies. Whether you’re expanding internationally or optimizing your current domain, patience and consistency are key.
We received assistance from AIOSEO to create this case study. We made it more creative and informative for you. If you have any questions about this review or are interested in publishing your successful marketing case study, please drop us a message.
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