Vajzë Collective

Context

Vajzë Collective opened in November 2025, so the site started from zero on everything: no search history, no inbound links, no data. And with a problem most new brands do not have – the brand name already belonged to somebody else.

Another label ranked for exactly the same word. For a shop selling out of Switzerland, that is a race you cannot afford to lose: if someone who saw you in a magazine cannot find you by typing your name, nothing else matters.

The first measurement, on 13 November 2025, surfaced three problems. The homepage weighed around 20 MB on mobile – the hero video was beautiful and it was the single thing holding LCP at 11.6 seconds, while the same page loaded in 1.4 seconds on desktop. Checkout was the worst page on the site, which is the last page before the money. And the account, bag and checkout pages were open to indexing when they should not have been at all.

What we built

We worked on the shop’s content, loading speed, structured data and incoming links across three languages.

Titles, descriptions and robots directives were written for every page and product, in all three languages. The most important decision in that table was not a title: account, bag and checkout were set to noindex,follow, because they have nothing to offer a search and they were the ones dragging the SEO score down. Slugs were genuinely translated rather than repeated.

The hero video was rebuilt into separate variants switched by screen width, with poster images shown while it loads – that is where most of the speed win came from. After it: WebP images with alt text, structured data for the site and products, GA4 and Search Console connected, and link reclamation from two Swiss publications that had already written about the label without linking to it.

Outcome

In direct searches run on 17 December, vajze.ch came first for vajze, for vajze collective and for vajze zürich – above the other label sharing the name. In the 28 days to 20 December, Search Console recorded 142 clicks and 915 impressions, with Switzerland the leading market at an average position of 2.55.

Products also appeared on Google Shopping. Client sales figures are not published here.

What is still open. The independent December check left unfinished work: images not yet converted to WebP, scripts without defer, and a missing security header. There is no real-user data yet – visit volume is still too small for Google to collect field measurements, so the performance figures above are lab measurements.

And the real next obstacle is obvious from the data itself: every query producing clicks is a brand query. People who know the name find it. People searching “minimalist womenswear” still do not.

Stack

WordPress · WooCommerce · three languages · structured data · Google Merchant Center · GA4 and Search Console. Measurement: Lighthouse and PageSpeed Insights for speed, Search Console for visibility, an independent SEO check for technical state.