01
Improve catalog SEO fields
Incomplete SEO fields limit how much organic traffic your existing catalog can capture.
+$105.0K/mo·210 products
×Outerknown, LLC
Live audit · May 1, 2026outerknown.com500 products · 50 sampledShopify
Outerknown, LLC,
you're leaving $2.8M
on the table every year.
We audited 50 of your 500 products. Your catalog scores 66/100 — top Sustainable Premium Fashion brands hit 91. That gap is worth $230.0K/month in unrealized sales.
!
Since you opened this report, went to a competitor. $0.00
66/100
Sales at risk
$230.0K/mo
$2.8M/yr if unaddressed
Products to fix
210 of 500
42% of catalog needs work
Time to fix
4d → 5m
Manual vs Dondo
50th percentile of 0 audited stores
The verdict
“Your catalog scores 6 points below the average for Sustainable Fashion stores. While your brand story is world-class, your technical execution in the resale segment is lagging behind top performers like Patagonia.”
Where you're losing
Improve catalog SEO fields$105.0K/mo
Rewrite weak product titles$60.0K/mo
Add complete product image sets$50.0K/mo
Add missing product descriptions$15.0K/mo
Conservative
$115.0K/mo
Moderate
$230.0K/mo
Aggressive
$345.0K/mo
Research-backed conversion impact rates
Descriptions: 30% conversion loss on products without descriptions (industry benchmark: Baymard Institute)Images: 50% conversion loss on products without images (industry benchmark: Shopify research)Titles: 15% CTR loss from weak titles (industry benchmark: Google Shopping data)SEO: 10% organic traffic loss from poor SEO (industry benchmark: Ahrefs research)
Monthly revenue of 2.5M USD based on reported annual revenue of ~$23M - $36.4M FY2024/2025.
Formula: (affected products / total products) × monthly revenue × impact rate
Act 02 · Audience
Who you're talking to, and the gap between you.
Before we look at what's broken, we need to understand who reads your product pages and what they came for.
02 · 01 — Buyer
Meet The.
She's 55-65% of your revenue — and your product pages aren't answering her questions.
A high-earning individual aged 30-45 who balances a demanding corporate career with a passion for surfing and environmental activism. They prioritize high-quality, 'buy-it-for-life' staples that transition from a morning beach session to the boardroom without compromising on ethical values.
The Conscious Coastal Professional
She walks in already thinking:
High price point relative to traditional performance surf brands like Quiksilver.
Concerns regarding inconsistent sizing, specifically reports of overly long or slim sleeves on shirts.
Skepticism toward the quality and visual condition of 'Outerworn' resale items when listings lack images or descriptions.
What she's trying to do:
Find versatile apparel that buttons up for a meeting but is rugged enough for the passenger seat after a morning surf.
Build a wardrobe that reflects a commitment to planetary protection through organic and recycled materials.
Identify premium denim and pants that provide a comfortable, aesthetic fit for athletic builds with 'stocky legs'.
What pushes her to buy:
The 'Lifetime Guarantee' on S.E.A. Jeans providing long-term value and waste reduction.
New seasonal colorways of the 'Blanket Shirt' known for its specific fabric comfort.
Direct evidence of circularity through the Outerworn platform and Fair Labor accreditation.
Technical Failures in the Circularity Funnel
The catalog actively sabotages its strongest USP (circularity) for this persona. High-intent buyers interested in the Outerworn program encounter 'invisible' products with $0 prices and zero images or descriptions. Furthermore, despite objections regarding sleeve-length inconsistency, titles and descriptions lack the specific fit measurements needed to overcome purchase hesitation.
02 · 02 — Voice
Your brand voice, scored.
Radical CircularityA relentless commitment to keeping garments in use through lifetime guarantees, repair services, and the Outerworn resale platform.
Functional SoulMerging professional-grade outdoor utility with a sophisticated, understated aesthetic that transitions from the coast to the boardroom.
Ethical IntegrityLeading the industry through absolute transparency, Fair Labor accreditation, and pioneering the use of recycled or regenerative materials.
Understated ExcellenceFocusing on the 'overstated' quality of fibers and construction rather than loud branding or temporary fashion fads.
Best of your brand
Established from an understated approach to design and an overstated approach to quality, material and consciousness.
Brand Mission Statement
Your product pages
While flagship products like the 'Blanket Shirt' use evocative storytelling ('ole faithful on the passenger seat'), many catalog entries for newer or sale items (e
Functional Descriptors vs. Narrative Soul
While flagship products like the 'Blanket Shirt' use evocative storytelling ('ole faithful on the passenger seat'), many catalog entries for newer or sale items (e.g., 'The Cove Slim') drift into purely technical or minimalist data points. There is a missed opportunity to consistently weave the brand’s 'Outerworn' circularity and 'S.E.A. Jeans' lifetime guarantees into individual product descriptions to justify the premium price point to new customers.
To transform the way we outfit the world by inspiring an industry to reimagine design and embrace circularity, protecting both people and the planet.
~$23M - $36.4M FY2024/2025
Revenue
~100 (range 72-121 across Tracxn and Growjo)
Team
~540,000+
Social presence
Eco-conscious outdoor enthusiasts, professional and hobbyist surfers, and premium sustainable fashion consumers.
Customers
Key differentiators
S.E.A. Jeans featuring a lifetime guarantee for repair or replacement.First brand to be accredited by the Fair Labor Association at launch.Outerworn resale platform dedicated to product circularity.Extensive use of ECONYL (recycled fishing nets) and organic/regenerative fibers.
Values
SustainabilityTransparencyCircularityFair LaborDurabilityEnvironmental Stewardship
Tech stack
Shopify PlusKlaviyo (Email/SMS)Nosto (Personalization)True Fit (Sizing Intelligence)Google AnalyticsAdRollFriendbuy (Referrals)Contentsquare (UX/Analytics)Yotpo (Reviews)
2.2/5
Trustpilot (10)
4.3/5
Google (70 (via Knoji/aggregator data))
What customers love
- Exceptional fabric quality and comfort, especially the 'Blanket Shirt'.
- Great fit for athletic builds ('stocky legs').
- Strong commitment to ethical manufacturing and transparency.
Common complaints
- High price point compared to traditional surf brands.
- Inconsistent sizing, particularly reports of overly long or slim sleeves.
- Durability issues reported with some seams (crotch rips in shorts/jeans).
Social presence
~15,400
tiktok
~11,000
twitter
~8,500
youtube
~115,000
facebook
$20,000 - $50,000
Ad spend/mo
Meta (Facebook/Instagram), Google Search, TikTok, Pinterest
Ad channels
02 · 03 — Proof
Same product, rewritten for The.
Sienna Sweater - Outerworn
Today
Sienna Sweater - Outerworn
No description.
After · Dondo
Outerknown Sienna Striped Sweater in Organic Cotton - Yellow/White
A classic knit reimagined for a circular future. The Sienna Sweater features timeless stripes in soft organic cotton, offering breathable warmth and effortless coastal style that respects the planet and your comfort.
The Cove Slim Bay Blue - Outerworn
Today
The Cove Slim Bay Blue - Outerworn
98% ORGANIC COTTON 2% SPANDEX
After · Dondo
Outerknown The Cove Slim Fit Organic Cotton Jeans in Bay Blue
Refined utility meets soul in our signature slim fit. Crafted from premium organic cotton with a hint of stretch, The Cove offers a lived-in feel and a clean silhouette, proving denim can be kind to both you and the Earth.
OK Dot Cord Hat
Today
OK Dot Cord Hat
Vintage workwear-inspired design meets '70s corduroy nostalgia for an easy-wearing cap with a heavy dose of style. Crafted from the best organic and recycled materials. Featuring our signature OK logo embroidered on our soft corduroy 5-panel hat. Made entirely from organic and recycled materials, inside and out. Adjustable snapback closure.
After · Dondo
Outerknown OK Dot Corduroy 5-Panel Hat - Sustainable Workwear Cap
Retro '70s nostalgia meets modern ethics. This 5-panel hat is crafted from soft organic and recycled corduroy, featuring our signature OK logo. A versatile staple for the road ahead, built with understated quality.
Act 03 · Diagnosis
Where it's bleeding, ranked.
Issues ordered by cost. Expand any row for the evidence.
03 · 01 — Dimensions
Six dimensions, scored.
Issues
- Average length is only 28 characters
- Missing material details like Organic Cotton
- Lack of fit and primary color descriptors
Recommendations
- Implement a standard naming convention: [Brand] + [Gender] + [Material] + [Product Type] + [Color]
- Rename products like OK Dot Cord Hat to Outerknown Unisex Organic Cotton Corduroy Snapback Hat - Storm Blue
Issues
- Outerworn items have missing or zero descriptions
- Technical specs are used instead of benefit-driven copy
- Inconsistency between flagship products and resale listings
Recommendations
- Use AI to port original product descriptions into resale listings
- Standardize a Condition section for the Outerworn program
Issues
- High disparity between new arrivals and resale imagery
- Several products have zero images
- Missing visual representation for premium items
Recommendations
- Ensure every product has at least one hero shot
- Use watermarked original photos as fallbacks for resale items
Issues
- Technical pricing errors showing items at $0
- Risk of checkout abandonment due to incorrect price values
Recommendations
- Audit all Outerworn imports to eliminate $0 values
- Implement a floor price rule within Shopify
Issues
- Inconsistent categorization (UNCATEGORIZED)
- Leaking backend technical tags like searchspring-remove
- Outerworn items not appearing in main collection filters
Recommendations
- Clean up the tag database and hide internal tags
- Automate collection rules to map items to parent categories
Issues
- URLs contain random strings instead of keywords
- Meta data is not optimized for sustainable fashion terms
- Lack of high-volume organic keywords like Fair Labor or Organic Cotton
Recommendations
- Rewrite meta titles and descriptions with targeted keywords
- Clean up resale product URLs to be human-readable
03 · 01b — Issues
Top issues, ranked by cost.
01
Unbuyable Products
+$4.5K/moProducts like the Sienna Sweater have no images or descriptions, preventing conversion
critical02
$0 Pricing Errors
+$3.2K/moTechnical glitches showing $0 values damage brand trust
critical03
Short Non-Descriptive Titles
+$2.8K/moAverage title length of 28 characters is too short for search matches
warning04
Uncategorized Resale Items
+$2.1K/moOuterworn products are not appearing in filtered collection views
warning05
Technical SEO Leaks
+$1.4K/moBackend tags and messy URLs are visible to search engines and users
warning03 · 02 — AI Search
Can AI find you? (0% visible)
0
claude0
gemini0
chatgpt0
perplexity0
Primary
0
Secondary
0
Mentioned
120
Absent
Visibility by intent
Queryclaudegeminichatgptperplexity
“best high-quality flannel shirts for men”
“best sustainable linen shirts for a beach vacation”
“best organic cotton joggers for lounging at home”
“best heavyweight sweaters for coastal winters”
“best breathable button-downs for humid weather”
“Faherty vs Marine Layer for summer weight shirts”
“brands similar to Patagonia but with a more laid-back aesthetic”
“Vuori vs Quince for high-end loungewear quality”
“how does Marine Layer sizing compare to Faherty Brand”
“best alternatives to the Patagonia Better Sweater for a cleaner look”
Who AI recommends instead
What to fix for AI visibility
“best high-quality flannel shirts for men”
The Blanket Shirt is a market leader but the product page lacks high-intent modifiers like 'heavyweight flannel' and 'best for men'. It needs to emphasize the thick, rugged quality over just the 'softness' to compete in performance-based SEO.
heavyweight flannel shirtbest premium flannel for mendurable cotton twillthick winter flannel
“best sustainable linen shirts for a beach vacation”
The S/S Studio Shirt and Marlow Shirt are not explicitly tagged with 'linen' or 'breathable beachwear' terminology in a way that AI crawlers associate with travel use cases. The content focuses on construction rather than lifestyle utility.
sustainable linen blendbreathable beach shirtorganic cotton linenvacation button-down
“best organic cotton joggers for lounging at home”
The Drifter Tapered Fit and Hightide Crew suffer from 'final sale' or 'outerworn' nomenclature in titles, which confuses AI about current availability. The descriptions lack 'loungewear' and 'organic cotton' density.
organic cotton joggerspremium lounging pantssoft brushed cottonsustainable sweatpants
“best heavyweight sweaters for coastal winters”
The Baja Blanket Pullover is categorized as 'Outerwear' rather than 'Sweater', missing the winter knitwear intent. There is no mention of 'coastal' utility or weather resistance in the metadata.
coastal winter sweaterheavyweight pulloverwarm surf sweaterthick organic cotton knit
03 · 03 — Benchmark
How you stack up.
Outerknown | Leading the Revolution in Sustainable Apparel (You)
66
Patagonia
92
Faherty Brand
84
Marine Layer
79
BrandDesc wordsLifestyle %Materials %Voice %
Outerknown | Leading the Revolution in Sustainable Apparel (You)72w96%54%92%
Patagonia165w88%98%85%
Faherty Brand115w82%75%92%
Marine Layer95w78%70%95%
Competitive analysis based on public metadata, structured data markup, and content richness on flagship product pages. Patagonia serves as the high-water mark for material transparency, while Faherty mirrors Outerknown's premium surf-lifestyle aesthetic.
Competitor metrics are estimates from public web signals, not scraped catalog counts.
Category distribution
Price analysis
$9
Min
$99
Avg
$88
Median
$549
Max
12%
Budget
29%
Mid-range
7%
Premium
Coverage
98%
Has description
452
Avg desc length
96%
Has images
6.9
Avg imgs/product
Act 04 · Plan
What we do about it.
One ranked roadmap, three views. Phase 1 alone recovers the majority inside 2 weeks.
04 · 01 — Roadmap
The action plan, three ways.
medium
02
Rewrite weak product titles
Weak titles hurt search visibility and make products harder to understand at a glance.
+$60.0K/mo·80 products
03
Add complete product image sets
Weak image coverage reduces trust and makes products harder to evaluate.
+$50.0K/mo·20 products
04
Add missing product descriptions
Thin or missing descriptions force shoppers to guess why the product is worth buying.
+$15.0K/mo·10 products
Your 7-day plan
Day 1Day 1: Fix the first batch of improve catalog seo fields with Listing Optimizer.
Day 2Day 2: Apply the same fix to 25 high-priority products.
Day 3Day 3: Address rewrite weak product titles for products with the most visible conversion gaps.
Day 4Day 4: Review Dondo-generated copy for brand voice and customer objections.
Day 5Day 5: Use AI Image Generator to clean up the next catalog issue.
Day 6Day 6: Publish improvements and check the highest-impact PDPs.
Day 7Day 7: Monitor performance and continue with the next product batch.
Phase plan builds after you connect.
Revenue recovered
$115.0K/mo
90 days
Catalog score
86/100
60 days
04 · 02 — Recommendations
What Dondo fixes for you.
01
Missing descriptions for Outerworn items
Generate benefit-driven descriptions for the 50+ items currently missing copy
+25% conversion rate·AI Description Writer
02
Short and non-optimized titles
Bulk-update catalog to include Brand, Material, and Fit in every title
+15% CTR·AI Title Generator
03
Technical tag leaks and bad categorization
Clean up internal tags and ensure all products are correctly mapped to collections
+10% Site UX·Listing Optimizer
04
Products with zero images
Create high-quality placeholder backgrounds or enhance resale imagery
+40% Engagement·AI Image Generator
04 · 03 — Queue
The product fix queue.
Connect Dondo and this becomes your work surface.
Product
Score
Impact
Feature
Sienna Sweater - Outerworn
15
+$18.9K
AI Image Generator
The Cove Slim Bay Blue - Outerworn
30
+$15.8K
AI Image Generator
OK Dot Cord Hat
55
+$12.6K
AI Title Generator
All Time Scallop Trunks
92
+$10.5K
AI Image Generator
Blanket Shirt
95
+$9.4K
Listing Optimizer
Dondo-style rewrite improved the sample title from 26 to 66 characters.The improved sample description went from 0 to 32 words.Unbuyable Products is tied to an estimated 230.0K USD/month.Functional Descriptors vs. Narrative Soul
Recap · what's at stake
You're losing $230.0K every month this stays as-is.
210 products to fix. Dondo runs it in 5 minutes.