MESHKI is a women’s fashion brand founded in 2013 by friends Natalie Khoei and Shadi Kord. With just $200 each, they started as a wholesale business, before pivoting to a fully vertical model, designing and manufacturing their own collections.
Today, MESHKI sells a mix of clothing, swimwear, activewear, and bridal wear, growing into one of the most recognized fashion brands in Australia, the US and the UK.
The Kylie Jenner Effect (and Beyond)
A defining moment in MESHKI’s rise came in 2016, when Kylie Jenner posted a mirror selfie wearing their white satin dress. The exposure sent the brand into viral mode, and soon after, celebrities like Jennifer Lopez and Hailey Bieber were spotted in MESHKI pieces—many of which sold out within days.
But it wasn’t just celebrity placements that fueled their growth. Influencer marketing, social media reposts, and engaging organic content became some of MESHKI’s largest traffic drivers.
Why MESHKI’s SEO Strategy Stands Out
While MESHKI has been known for their strong influencer and social media strategy, we don’t give enough credit to their equally-impressive SEO strategy. Just Google terms like “white dress” or “birthday outfits”, and you’ll find them ranking on the first page.
So, how does MESHKI dominate search? We took a deep dive into their website and uncovered some key insights.
1. Strategic Keyword Categorization for SEO
It all starts with understanding what their audience is searching for and which clothing category they can dominate.
While MESHKI sells a mix of clothing—outerwear, tops, bottoms, dresses—they went deep into dresses. And it shows:
- If you’re browsing their website on desktop, you’ll notice Dresses is one of their top categories, prominently displayed in the navigation bar, while other categories are tucked under Shop.
- They’ve also structured their dress collection around how people actually search—breaking them down by Style, Color, Fabric, and Occasion.
This is a strategic move to capture popular keywords the way people search. Someone looking for a dress but unsure about styles might start with “black dresses”, “knit dresses”, or “formal dresses”. By categorizing this way, MESHKI ensures they show up for high-intent, keyword-driven searches.
But they take it even further. Many of their products are also sorted by activity-based searches, like “date night” or “vacation”, aligning with how shoppers think when browsing.
On most of these pages, they included an SEO footer—a block of text that not only describes the dresses in that subcategory but also boosts internal linking and keyword opportunities. It’s a simple but effective way to provide additional context for search engines while keeping the shopping experience smooth.
2. Strong Internal Linking for Discoverability
MESHKI has built a strong internal linking strategy across their ecommerce site, making it easier for both shoppers and search engines to navigate. Here’s how they do it:
SEO footers on category pages
Each category page features an SEO footer, allowing them to naturally link to related pages while adding keyword-rich content. This strengthens internal linking and improves discoverability.
Subcategories at the top of category pages
Instead of cluttering the navigation bar with niche categories, MESHKI places them at the top of relevant category pages.
For example, "18th Birthday Dresses" or "White Midi Dresses" wouldn’t make sense in the main navigation, but they’re accessible where they matter most—on category pages.
Multi-category product placement with smart tagging
Each product is categorized in multiple relevant ways, increasing its presence across the site.
For example, the Strapless Slinky Maxi Dress appears under Formal Dresses, Maxi Dresses, and Black Dresses, giving it multiple internal links.
These multi-category and subcategory placements are likely powered by an automated tagging system that assigns each product attributes like “birthday”, “white,” “maxi,” and “formal”, ensuring it surfaces on the right pages and in multiple searches.
This thoughtful approach to internal linking helps boost rankings, improves crawlability, and enhances the shopping experience, keeping customers engaged longer.
3. Optimized Product Pages for Engagement
MESHKI’s product pages are built for both SEO and conversions, and it shows.
Each page features high-resolution images from multiple angles, plus a zoom function so shoppers can get a closer look. The descriptions are detailed but clean, with extra product info neatly tucked into an accordion menu—so everything stays organized without overwhelming the page.
Then there are the customer reviews. They’re not just for social proof; they actually help shoppers make better buying decisions. Reviews include details like body shape, overall fit, and length, giving people a better idea of how the product will work for them. It’s a smart way to reduce returns while building trust.
One thing we noticed—each color variant has a unique URL, but the descriptions stay the same. Each page also self-references its own canonical tag, which helps with organization but could be something to watch for in terms of duplicate content.
4. Mobile-First Shopping Experience
Mobile optimization needs no introduction. MESHKI ensures that their mobile site offers a great user experience.
On the category page, you get a sticky ecommerce filter and search bar, so you can easily narrow down options or find what you’re looking for easily.
On product pages, the add-to-cart button stays visible as you scroll—keeping checkout within reach. But here’s a small UX detail: once you hit the reviews section, the button disappears. This keeps the page clean and distraction-free while shoppers focus on making their final decision.
It’s subtle, but these details make a big difference in keeping the experience smooth and conversion-friendly.
5. Trending Section for High-Demand Items
Fashion trends move fast—what’s in today might be out next week.
MESHKI stays ahead by tapping into real-time shopping behavior with a dedicated Trending section. It’s where they highlight bestsellers, viral pieces, and must-have styles, making it easy for shoppers to jump on the latest looks.
Beyond boosting engagement and sales, this also gives MESHKI an SEO edge. By aligning their site with new, high-demand keywords, they increase their chances of ranking for trend-driven searches, keeping them visible right when shoppers are searching.
6. Leveraging Schema Markup for Rich Snippets
A quick mention on this as most large fashion brands do it—MESHKI implements structured data to enhance its search presence on Google, making its results more clickable.
7. New MESHKI Outfit Creator for Personalization
One of the biggest struggles with online shopping is not knowing what goes well together. You can’t try things on, so you either guess and hope for the best—or just give up and not buy at all.
To make things easier (and way more fun), MESHKI launched their Outfit Creator. It’s basically like playing digital dress-up, but actually useful. You can mix and match pieces to see what works, which means less guessing, more confidence, and better outfits.
On top of that, it’s a win for MESHKI too—people spend more time on the site (which helps with SEO), and when shoppers see how pieces work together, they’re more likely to buy more.
8. Expanding into Blog Content to Capture TOFU Keywords
Since 2023, MESHKI begun investing in blog content, expanding beyond product-based searches to capture informational traffic while further strengthening its brand authority.
By targeting these long-tail, question-based queries, they are able to attract pre-purchase intent users and gradually convert them into customers.
Final thoughts
MESHKI’s SEO strategy is not just about ranking for products—it’s an integrated approach that blends technical SEO, content strategy, UX optimization, and trend-driven merchandising.
From strong category structuring to rich snippets and mobile UX, their approach positions them as a leader in the competitive fashion ecommerce space.
