International SEO Campaign for Dutch Label Shop

Clothing labels and patches that make your creation stand out

Dutch Label Shop was founded in 2015 and produces, among other things, woven labels, printed labels, care labels, hangtags, and various types of patches. The company serves retail stores, organizations, and manufacturers and ships worldwide. It has grown to become the highest-rated manufacturer of custom clothing labels and patches, with over 40,000 reviews. The website is set up to support multiple languages and countries, including the United States, the United Kingdom, Canada, Germany, France, Italy, Spain, Australia, and the Netherlands.

SEO and GEO Project for Dutch Label Shop

Since early 2020, SmartRanking has been Dutch Label Shop’s regular SEO partner. The partnership focuses on sustainable growth in key international markets and has since expanded to include GEO: ensuring visibility in AI models and AI Overviews. This initiative not only supports discoverability in organic search but also provides insights and improvements for Google Ads and other marketing campaigns.

The Objectives

Dutch Label Shop aims to systematically expand its organic market position in all relevant countries and reduce its dependence on individual pages, search terms, or channels. The website should assist users at every stage of the customer journey: from initial exploration and inspiration to product selection, design, and ordering.

However, visibility alone is not enough. Landing pages need to better align with search intent and conversion potential, so that improvements also contribute to SEA and overall marketing performance. For GEO, the goal is to be mentioned more frequently and in a more positive light by AI models, to gain more visibility in AI Overviews, and to grow revenue from AI traffic.

The Approach for This Project

At SmartRanking, we believe that SEO and GEO are not just about performing a few tricks or inserting a number of search terms into a text. SEO and GEO are about improving your website with the user at the center. This includes thoroughly understanding the intent and needs of your target audience. We consistently apply this vision throughout our collaboration.

Optimizing Landing Pages Based on Combined Data

SmartRanking evaluates search intent, organic search data, Google Ads data, conversion data, data from AI models, and insights from SmartAI for each landing page. This not only helps determine which search terms a page is likely to rank well for, but also which search queries are commercially valuable and what information users need to proceed.

Based on this, several landing pages have been improved in terms of content and structure. The optimizations go beyond keywords and metadata: layout, explanations, evidence, product information, and next steps are organized in such a way that the page becomes demonstrably more helpful. This enhances SEO relevance and provides SEA with more appropriate landing pages for search terms that convert via Google Ads.

Improving Search Quality and Brand Proposition

SmartRanking looks at the website as a whole. For Dutch Label Shop, this included developing a new footer design and optimizing the “About Us” page. The project also examines what AI models say about the brand, which complaints or concerns recur, and how Dutch Label Shop can improve its value proposition and brand sentiment. These insights are translated into concrete adjustments to content, navigation, trust, and positioning.

Content Marketing for the Entire Customer Journey

To remain visible early in the funnel, SmartRanking provides ongoing support to Dutch Label Shop with content marketing. The Label Guide serves as an important foundation for this: it helps users with questions about label types, materials, applications, and design choices. New and existing content is prioritized based on market opportunities, information needs, and visibility in both traditional and AI search results.

This broad content base remains valuable, even as AI Overviews capture a portion of the informational traffic. Dutch Label Shop is thus building brand awareness, topical authority, and the opportunity to be cited as a source or brand name in AI responses.

Ongoing International SEO and GEO

In addition to content and search quality, SmartRanking continues to focus on technical aspects, internal linking, metadata, structured data, indexing, localization, and authority. Priorities are determined for each market and product group and are continuously adjusted based on performance and changes in search results.

Within GEO, SmartRanking uses SmartAI to track how often Dutch Label Shop is mentioned, what the prevailing sentiment is, in how many AI Overviews the brand appears, and how much traffic and revenue come from AI sources. If models incorporate negative or incomplete information, an investigation is conducted to determine which source, complaint, or proposition improvement is needed to substantively influence that perception.

The result achieved

The collaboration has helped Dutch Label Shop restore its organic visibility following the migration and subsequently expand it across multiple markets. The approach now goes beyond traditional SEO: data from organic search, SEA, and AI is combined to create better landing pages, a stronger brand image, and greater commercial visibility.

The GEO results show that Dutch Label Shop is not only mentioned more often, but is also better positioned. The Share of Mention grew from 5.00% to 20.80%. In June 2026, 53% of the measured brand mentions were positive, compared to 21% in the baseline measurement. In July 2026, Dutch Label Shop was featured in 50.0% of the measured AI Overviews. At the same time, revenue from AI traffic grew by more than 870% in the most recent year-over-year comparison.

The next step is to further integrate these signals. SmartRanking continues to identify, for each market, where SEO, SEA, content, Search Quality, and GEO can reinforce one another, ensuring that Dutch Label Shop remains consistently visible and relevant even as search behavior changes.