MediaVision’s AI-led SEO wins UK fashion search award

MediaVision has won Best Use of Search in Fashion (Large) at the UK Search Awards for a campaign with New Look that delivered what the agency described as the biggest non-brand SEO gain among major UK fashion eCommerce retailers.

The London-based retail SEO agency said the work increased New Look's non-brand clicks by 27% year on year and lifted impressions by 73% over the same period. MediaVision attributed the results to its proprietary eCommerce optimisation platform, Metis, and related AI modules used for category and product listing page work.

UK Search Awards judges described the entry as a "cut-above campaign" and highlighted the linkage between objectives, SEO actions, and content themes. They also pointed to the use of search demand data across teams and referenced budget management and AI integration.

"A cut-above campaign with clear, well-detailed objectives and SEO actions perfectly aligned to content and themes. The clever use of search demand data to inform wider teams is impressive. Strong results, smart budget management, and innovative AI integration made this campaign a brilliant example of impactful, strategic search in the fashion sector," said UK Search Awards Judges.

Platform approach

MediaVision positions Metis as a system that provides a real-time view of consumer demand. The agency said it uses the platform alongside a human-led process it calls a playbook. It said the workflow shifts teams from reactive to proactive decisions based on market insight gathered at speed.

In its description of the work, MediaVision said New Look integrated Metis data into weekly routines across multiple functions. The agency said Buying and Merchandising, Trading, and Marketing used demand signals alongside SEO activity.

The campaign centred on non-brand search visibility rather than brand terms. In fashion eCommerce, non-brand terms often reflect category and product intent. Retailers tend to compete heavily on these queries because they can influence discovery before a shopper has settled on a particular retailer.

Three steps

MediaVision described three strategic steps that structured the New Look work. The first focused on a "real-time strategy" based on demand data from Metis. The agency said it used this data to identify emerging trends four times faster than competitors. It said teams activated those trends each week through SEO work on product listing pages, digital PR for links and coverage, and changes to New Look's internal workflows for category optimisation.

The second step focused on efficiency in product listing page content. MediaVision said it used a module called Product Maestro. It said the tool uses generative AI to convert product imagery into optimised content for product listing pages. MediaVision said the approach reduced manual content creation work and saved the in-house team hundreds of hours.

The third step focused on scale through an AI module called Metis Accelerate. MediaVision said the module built, hosted, and maintained more than 5,000 SEO-optimised product listing pages. It described the pages as category-focused and designed to expand New Look's keyword coverage. MediaVision said the work targeted search demand that did not match New Look's existing site taxonomy.

Commercial impact

MediaVision said the lift in non-brand SEO reduced New Look's reliance on paid search. It said the shift freed capital for above-the-line brand campaigns. The company did not disclose budget figures or revenue impact.

Retailers have faced rising costs in performance marketing over recent years. Many fashion brands also contend with intense competition for generic category searches and rapidly changing demand signals linked to trends, weather, and social media. This has increased pressure on merchandising and marketing teams to respond quickly while maintaining coherence across channels.

"I'm immensely proud of the entire MediaVision and Metis team, and of our collaborative partnership with New Look. This award is a clear signal that our investment in proprietary AI technology is distinguishing us as leaders in the highly competitive fashion eCommerce space. The campaign's ability to drive significant capital efficiencies while smashing visibility targets demonstrates that we're not just innovators, but commercially minded partners dedicated to delivering genuine return on investment," said Louis Venter, CEO, MediaVision.

New Look said the partnership extended beyond SEO execution into routine business decisions. The retailer also highlighted the role of the Metis data in cross-team alignment.

"We have worked with MediaVision since the pandemic, and they have been brilliant at growing our SEO market share exponentially over that time. Their platform, Metis, has helped uncover growth opportunities weekly, which is incredibly valuable in a rapidly changing landscape. Metis also allows us to share this data across teams, helping them make market data-informed decisions.

The Metis platform forms an ideal bridge between SEO and the broader marketing and trade teams, allowing us to identify issues and fix them as part of our ways of working. Accelerate in particular has been a game changer and has allowed us to create over 5,000 categories targeting search demand that doesn't currently match our site taxonomy. It has driven great traffic and revenue in its own right, but more importantly, it has driven incredible visibility gains for all site categories, helping us close the gap on competitors like ASOS.

Our partnership goes far beyond SEO-the weekly Metis data is helping New Look make data-informed decisions across the business," said Elinor Pierce, Senior Trade and Optimisations, New Look.

MediaVision said it expects retailers to invest further in proprietary AI systems and operational changes as search behaviour and discovery formats evolve.