A luxury brand earns attention through restraint, but restraint is a liability when search engines cannot read the site and buyers cannot find the path to purchase.
Michael McBride
Founder & CEO, Atelier Commerce
BUILT WITH
A luxury brand earns attention through restraint, but restraint is a liability when search engines cannot read the site and buyers cannot find the path to purchase.
Michael McBride
Founder & CEO, Atelier Commerce
BUILT WITH
None of this came from spending more. It came from clarity applied consistently: a site machines can read, a store that respects the buyer, and media disciplined enough to do more with less. That is not a campaign. It is a way of working, and it is ongoing.
None of this came from spending more. It came from clarity applied consistently: a site machines can read, a store that respects the buyer, and media disciplined enough to do more with less. That is not a campaign. It is a way of working, and it is ongoing.
The Challenge
A premium brand lives or dies on perception, and perception begins with whether the brand can be found at all. Alicia Adams Alpaca faced two problems that rarely announce themselves: a site search engines struggled to read, and a buying experience that asked too much of the customer.
On the technical side, the foundation was sending mixed signals. Internal resources were blocked in robots.txt, so crawlers could not see parts of the site properly. Duplicate H1 tags, duplicate title tags, and duplicate content appeared across collections and products, splitting authority that should have concentrated on the pages that mattered. Google Search Console told the rest of the story: broken links, lingering 404 errors, links with non-descriptive anchor text, and a category of pages that were crawled but not indexed, seen by Google and then quietly refused. A catalog this distinctive should never have to fight to be indexed. On the commercial side, the brand was leaving efficiency on the table. Paid media was carrying more weight than it should, owned channels were underused, and there were no clear conversion paths for the audiences a luxury home brand depends on most: interior designers, trade accounts, and the affiliate and influencer relationships that lend credibility. Content was working against itself, with overlapping blog posts competing for the same terms. The brief was not to make the brand louder. It was to make it legible, and to make every visit and every dollar count for more.
The Challenge
A premium brand lives or dies on perception, and perception begins with whether the brand can be found at all. Alicia Adams Alpaca faced two problems that rarely announce themselves: a site search engines struggled to read, and a buying experience that asked too much of the customer.
On the technical side, the foundation was sending mixed signals. Internal resources were blocked in robots.txt, so crawlers could not see parts of the site properly. Duplicate H1 tags, duplicate title tags, and duplicate content appeared across collections and products, splitting authority that should have concentrated on the pages that mattered. Google Search Console told the rest of the story: broken links, lingering 404 errors, links with non-descriptive anchor text, and a category of pages that were crawled but not indexed, seen by Google and then quietly refused. A catalog this distinctive should never have to fight to be indexed. On the commercial side, the brand was leaving efficiency on the table. Paid media was carrying more weight than it should, owned channels were underused, and there were no clear conversion paths for the audiences a luxury home brand depends on most: interior designers, trade accounts, and the affiliate and influencer relationships that lend credibility. Content was working against itself, with overlapping blog posts competing for the same terms. The brief was not to make the brand louder. It was to make it legible, and to make every visit and every dollar count for more.
The System
We began with the foundation and never left it unattended. Recurring Semrush audits keep the site monitored continuously. We fixed robots.txt, resolved duplicate tags and content, rewrote weak anchor text, cleared broken links and unindexed pages, and audited the March 2026 theme launch immediately to protect every ranking it touched.
We also gave the brand a content strategy with a point of view. Led by our SEO specialist, we built a blog ideation pipeline and an ongoing content calendar, then consolidated overlapping posts so the brand stopped competing with itself and started compounding its authority. This is the AEO layer in practice: content structured to be found, read, and cited, including by AI engines that increasingly decide what gets surfaced. On conversion, we treated efficiency as the strategy. We integrated a Tapcart mobile app, bringing the brand to Google Play with push notifications and a buying experience built for the phone. We built a creative performance management framework to keep the best ads working and retire the rest, and identified user-generated content as ad material that converts. We opened conversion paths the brand did not have: interior designer and trade account outreach programs, and a dedicated affiliate and influencer landing page. In owned channels, we built more than seventy-nine email and SMS campaigns and automated flows in Klaviyo, turning a list into a dependable revenue line. Across Google and Meta, we optimized continuously, which is how spend went down while return went up.
The System
We began with the foundation and never left it unattended. Recurring Semrush audits keep the site monitored continuously. We fixed robots.txt, resolved duplicate tags and content, rewrote weak anchor text, cleared broken links and unindexed pages, and audited the March 2026 theme launch immediately to protect every ranking it touched.
We also gave the brand a content strategy with a point of view. Led by our SEO specialist, we built a blog ideation pipeline and an ongoing content calendar, then consolidated overlapping posts so the brand stopped competing with itself and started compounding its authority. This is the AEO layer in practice: content structured to be found, read, and cited, including by AI engines that increasingly decide what gets surfaced. On conversion, we treated efficiency as the strategy. We integrated a Tapcart mobile app, bringing the brand to Google Play with push notifications and a buying experience built for the phone. We built a creative performance management framework to keep the best ads working and retire the rest, and identified user-generated content as ad material that converts. We opened conversion paths the brand did not have: interior designer and trade account outreach programs, and a dedicated affiliate and influencer landing page. In owned channels, we built more than seventy-nine email and SMS campaigns and automated flows in Klaviyo, turning a list into a dependable revenue line. Across Google and Meta, we optimized continuously, which is how spend went down while return went up.
Success Stories
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program that looked healthy on every surface metric was quietly leaving revenue on the table. We found the leak in a single number and fixed it in 90 days, without a rebuild. Sessions fell 32%. Revenue rose 78%. The brand didn't get more visitors. It got better ones, and converted them.
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program that looked healthy on every surface metric was quietly leaving revenue on the table. We found the leak in a single number and fixed it in 90 days, without a rebuild. Sessions fell 32%. Revenue rose 78%. The brand didn't get more visitors. It got better ones, and converted them.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
Success Stories
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program that looked healthy on every surface metric was quietly leaving revenue on the table. We found the leak in a single number and fixed it in 90 days, without a rebuild. Sessions fell 32%. Revenue rose 78%. The brand didn't get more visitors. It got better ones, and converted them.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
