When the emerging Indian ethnic-wear brand came to us in January 2025, it was almost invisible in organic search: 59 non-branded clicks a month, in one of the most crowded categories in Indian e-commerce.
The targets were 100% month-over-month growth in non-branded clicks, a 50% lift in organic revenue, and hundreds of new keyword clusters in the top three, in a market where Aramya was quietly up against the biggest names in Indian fashion e-commerce.
The site was hiding from Google
Aramya ran a headless stack: a React frontend stitched to a Shopify backend, rendered entirely on the client. Every SEO element like titles, H1s, canonicals, even internal links, was injected after the page rendered. To find any of it, Google first had to execute JavaScript, and most of the time it simply didn't. Most of the catalogue was undiscoverable.
There was almost no developer bandwidth for a Next.js migration. So we didn't chase the ideal fix. We shipped the cheapest one that worked.
Small, ruthless fixes
We sat with their one developer and server-side rendered only the critical SEO elements into the raw HTML. That single MVP workaround drove a 3,000% jump in URLs crawled. We templatized meta tags to kill duplicates, server-rendered schema for collection and product pages, and rebuilt internal linking with contextual widgets.
Then the unglamorous debugging. A /product/ vs /products/ mismatch between frontend
and backend was breaking the Merchant Center feed, so we rewrote slugs with attribution rules instead of waiting
on engineering.
For content, we built an AI-assisted pipeline with a human validator at the end of the pipline to ensure quality: enough volume to map real collection pages to search intent without blowing the budget. Everything was ranked through a RICE matrix. If it didn't move the goal per dollar, it didn't ship.
The results
// a 11,566% increase over five months.
// keywords in positions 1–10, non-branded only.
The lesson wasn't budget or headcount — it was leverage.
Almost everything hinged on one constraint: a site Google couldn't read. Fix that cheaply, and every other improvement finally had somewhere to compound. The most important optimization wasn't a clever tactic; it was making the page legible in the first place.