Case Study: How Answear Grew Organic Traffic by 80% in 17 Months.

“Working on Answear.gr visibility turned out to be one of the more demanding projects. Not just because of the language, but primarily because of the way users formulate queries and combine different writing variants. Localization had to go far beyond standard translations.”— Agnieszka Surówka, Head of Content Marketing, Answear

KEY OUTCOMES:

• 284% increase in the number of keywords in TOP3
• 155% increase in the number of keywords in TOP10
• 80% year-over-year increase in organic traffic
• 346 new brand and category descriptions
• 141 optimized content pieces on the store’s website
• 79 external publications for link building

About Answear.

Answear is an online fashion store that combines contemporary fashion and lifestyle, offering carefully selected collections from premium and top brands like Tommy Hilfiger, Michael Kors, Hugo Boss, Polo Ralph Lauren, Diesel, Karl Lagerfeld, adidas Originals, New Balance, and The North Face.

The company started in Poland in 2011 and has been systematically expanding its presence in Europe. The expansion included the Czech Republic and Slovakia (2014), Ukraine and Romania (2015), Hungary (2016), Bulgaria (2018), and Southern European markets such as Greece, Croatia, and Cyprus (2021). In recent years, the brand has also entered Slovenia (2022) and Italy (2023).

The online fashion market in Greece is worth approximately $1.5 billion, with e-commerce accounting for almost half of all clothing sales, with market value data coming from the report “Fashion Industry in Greece, 2024”, while the Nexi Greece report indicates that 97% of Greek internet users shop online, with fashion products being among the most frequently purchased categories.

THE CHALLENGE: Hidden Barriers of the Greek Market

Entering the Greek market presented Answear with a series of challenges that could not have been anticipated without a deep analysis of the local specifics. These elements became the starting point for developing a precise, locally-adapted approach.

Language and Query Structure

The Greek market is characterized by an exceptionally complex query structure, resulting from the simultaneous use of the Greek and Latin alphabets and multiple parallel variants of the same word. The same phrase can be written in several ways—with different endings, with or without accents, and with different forms of the letter sigma: “σ” and “ς”.

In practice, this meant that one search intent equaled many writing variants, which complicated keyword selection, assessing their real volume, building thematic clusters, and correctly evaluating the competition.

Seasonality

Greece has a completely different fashion demand distribution than Central and Eastern European markets. It is distinguished by three elements: a dominant summer season (May–September), reinforced by the influx of tourists; clear shopping peaks around Orthodox Easter and Black Friday; and a shorter, less intense winter period. Content planning, therefore, required a different publication schedule and earlier strengthening of summer categories.

Strong Local Competition

Many fashion categories in Greece have different demand cycles than on the domestic market, and local players already had an established position. Effective visibility scaling required an approach tailored to the realities of this market.

“This case shows how crucial the ability to adapt is in SEO when what works in other markets suddenly stops working.”— Karolina Wikowska, SEO Specialist, Answear

THE SOLUTION: A Precise Strategy with NEURONwriter and Trust Luna

For the entire strategy to work, it was necessary to assemble the right people and tools. Answear partnered with the Trust Luna agency, which took over the creation of high-quality content adapted to the specifics of the local environment.

Building a Team of Experts

The focus was on a team of specialists from Greece native-speaking copywriters who know the local market, have a great understanding of the fashion industry, and can write in a natural, attractive way that resonates with Greek audiences. Their knowledge of local trends, language, and consumer behavior allowed for the creation of content that language models could not provide.

The recruitment process included: defining the ideal copywriter profile (native speaker, knowledge of the fashion market, SEO basics), initial candidate selection, a trial task, language verification by proofreaders from the Greek market, and detailed feedback to select the best-fit individuals.

A Strategy Based on Topical Authority

A key element of the strategy was designing thematic clusters and building topical authority for the service’s key areas. The actions included:

• Optimizing existing category and brand content
• Creating new descriptions for categories and brand pages based on local search intent
• Reorganizing and precise internal linking
• Quality link building based on the thematic relevance of Greek fashion and lifestyle portals

NEURONwriter as the Core of the Content Process

NEURONwriter played a key role in the effective scaling of content. Trust Luna prepared detailed briefs and SEO guidelines for the Greek market, which allowed copywriters to work directly in the tool even those who had no prior experience with it.

This approach significantly shortened content production time and reduced the number of revisions, as the entire process from research and writing to proofreading took place in one location. The team effectively used all of NEURONwriter functionalities to ensure thematic consistency, better keyword coverage, and full control at every stage.

“The collaboration with Trust Luna is a great example of how the proper use of NEURONwriter can streamline and accelerate content scaling in foreign markets. The precise instructions developed by Trust Luna and the capabilities of NEURONwriter allowed for effective content scaling. For us, this is a perfect example of how the tool supports real results when specialists who know exactly how to translate data into visibility growth and business effects work with it.”— Damian Kiełbasa, Co-founder & CTO, NEURONwriter.

WHAT WAS ACCOMPLISHED?

• The number of new brand and category descriptions amounted to 346.

• 141 pieces of content on the store’s website were optimized.

• 220 new brand descriptions were created.

• 126 new category content pieces were developed.

• 79 external publications (link building) were completed.

Before content production began, a detailed analysis of the query structure and competitive 

environment was carried out. User intentions were mapped, and thematic clusters were designed to build topical authority for key areas of the service. In parallel, off-site activities were planned, ensuring the thematic consistency of link building—links led mainly to thematic pillars and came from strong, Greek fashion and lifestyle portals.

“The collaboration with Trust Luna aimed to effectively use existing content resources by recycling and adapting them to the new SEO strategy based on pillar pages and topical authority. Thanks to precise internal linking, for example, on the pages of brands like adidas Originals or Birkenstock, the content directed exclusively to related categories and products, which maintained thematic consistency.”— Karolina Wikowska, SEO Specialist, Answear.

THE RESULTS: Spectacular Visibility Growth

The actions carried out from May 2024 to September 2025 brought impressive results:

• The number of keywords in the TOP3 increased by +284%.

• The number of keywords in the TOP10 increased by +155%.

• Organic traffic grew by +80% year over year (YoY).

In addition to the growth in organic visibility, the project also brought:

• Acquisition of links from thematic sites with a high Domain Rating (DR)
• Building an expert brand image in the Greek market
• Strengthening the transfer of link juice within the service
• Achieving higher positions for the most important keywords
• Improved navigation and better offer personalization

“We supported the activities with systematic link building on selected domains and planned internal linking, which contributed to a significant increase in the positions of key phrases.”— Damian Kwinta, SEO Manager (CEE), Answear.

CONCLUSIONS: Localization is Not Translation.

The Answear.gr case study provides several key lessons for anyone planning SEO expansion into foreign markets (see the full case study here: https://csblog.trustluna.com/case-en-answear):

1. Seasonality varies by market. In Greece, summer has a dominant influence, and shopping peaks are shifted compared to CEE markets. Content planning must take the local shopping calendar into account.
2. Effective visibility requires full content localization, not just translation. Only native speakers can capture the linguistic and cultural nuances that determine the authenticity and effectiveness of the content.
3. Thematic clusters and building topical authority are key. Supported by appropriate internal and external linking, they form the foundation of long-term organic visibility.
4. The synergy of on-page and off-page activities is essential. Only the combination of both elements brings scalable effects.

NEURONwriter proved to be the tool that enabled the efficient management of the entire content process from research and briefing, through writing, to optimization and quality control in one place, on a scale impossible to achieve without a dedicated SEO tool.

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