When I searching for a brand that mirrors Becklyn’s client base which is also creative, bold, and human-centered, HUMAN TOUCH caught my attention almost immediately because of it’s most unique style of stitching style.
Founded in Berlin by Juliet Seger-Banks and Christina Albrecht, HUMAN TOUCH uses a unique paint-sewing technique stitching garments with paint-coated fingers to leave visible fingerprints. It’s fashion that wears its labor with pride.
They’ve quite literally taken sustainability into their own (paint-covered) hands.
What started as a Master’s thesis turned into a full-blown brand mixing art, activism, and fashion, from upcycled collections to live sewing performances.
They’re not here just for selling clothes, but also creating conversations.
I loved that. And I knew right away, this is a brand that deserves to be discovered. So I picked up my skewed spectacles, brewed a strong cup of coffee, and got to work figuring out how they could start showing up for what they already stand for.
The Problem: A Beautiful Brand, Barely Seen
As poetic as their mission is, HUMAN TOUCH’s visibility in search is anything but.
Despite a standout brand story and striking visuals, their website barely registers on the SEO map.
Here’s what I found:
Authority Score: 17
Ranking Keywords: 19
Organic Traffic (Germany): 75 visits/month
Growth: +1.4% (which is… technically growth)
And most of those 19 keywords? They’re not even about fashion.
Let’s take a look:
Keyword
Intent
Position
Volume
Traffic %
human touching
Informational
1
320
56.00%
human touch
Informational
3
390
41.33%
juliet seger
Informational
5
70
2.66%
the human contact
Informational
26
110
0.00%
touchh
Informational
57
210
0.00%
their brand name ranks, but…
None of these queries reflect fashion, clothing, or even intent to shop.
Even their #1 ranking term — “human touching” — is more awkward than helpful. It’s not a buyer keyword, it’s a semantic accident.
So while they’ve managed to index a handful of branded or brand-adjacent terms, there’s zero traction on high-intent fashion keywords — the kind that could actually bring in new, relevant traffic.
In short: they have a message worth spreading, but no one’s hearing it.
Why does it matter?
Lost search visibility = lost awareness, missed brand discovery moments.
Competitors in the sustainable fashion niche are already building authority.
Right SEO strategy can position HUMAN TOUCH as the Berlin sustainable fashion brand.
And so my SEO work begins. (Hey DJ…Hit it!)
The Research: Keywords That Fits
After spending time understanding HUMAN TOUCH, their mission, aesthetic, and voice I didn’t want to just chase traffic. I wanted keywords that actually matched the brand. So I focused on queries that:
Align with their identity (ethical, bold, human-centered)
Have search volume worth going after
Aren’t hyper-competitive
Could realistically rank with the right content and structure
I filtered out generic or diluted terms and built a shortlist of 8 high-potential keywords, all relevant to fashion, intent-driven, and easy to integrate naturally into their site.
“Think of these as keywords that were hand picked to represent Hand Touch (and not just to rank).”
Keyword Strategy: Cementing the Plan Before Content Comes to Life
There are many ways to approach this keyword set, but if I were the SEO specialist working with HUMAN TOUCH, I’d start simple and strategic.
To keep this short and actionable, I picked just one keyword. The one that offers the highest traffic potential, builds brand awareness, and increases SERP visibility without losing the soul of the brand.
Once the Primary Keyword is selected, I’d take the time to build around that keyword strategically, making sure it’s supported by context, intent, and real search behavior.
That means three things:
Creating a keyword cluster (not keyword stuffing or synonyms, rather naturally linked concepts).
Mapping related queries and subtopics.
Identifying search intent to guide what kind of content we need.
So what did I do?
1. Built a Keyword Cluster (Thematic + Searchable)
I started with “sustainable fashion” as the anchor and surrounded it with related, brand-consistent terms like:
ethical fashion
sustainable garments
ecological fashion
environmental fashion
sustainability fashion
These aren’t just variations, they help Google understand topical depth, and give the brand room to create multiple pieces of content without being repetitive.
2. Expanded the Cluster with Intent-Focused Long-Tails
To capture real traffic, I also pulled in mid- and long-tail keyword opportunities that show what people are actively searching for:
Keyword
Volume
Intent
sustainable fashion
720
Broad awareness
brands sustainable fashion
260
Navigational
best tips for sustainable fashion
90
Informational
environmental fashion
720
Trend/educational
These queries tell that people are looking for brands, ideas, and insights and not just definitions. And that’s where HUMAN TOUCH can step in with real value.
My goal here isn’t to force keywords into content. It’s to build a content ecosystem that naturally serves both humans and search engines.
That’s why every cluster is designed to:
Reflect how the brand already speaks
Match real user curiosity
Align with HUMAN TOUCH’s values (craftsmanship, ethics, story)
3. Segmentation by Search Intent
Next, I analyzed and collected trending questions and breakout topics and use them to segment by search intent that continue to anchor around “sustainable fashion”.
Informational Intent
Topics:
Sustainability in Fashion and Creative Industries
Fast Fashion and Its Environmental Impact in 2025
The Myth of Sustainable Fashion
Environmental Sustainability in the Fashion Industry
Greenwashing and the Sustainable Fashion Industry
Conscious Shopping, Eco Fashion and Circular Economy
Sustainable Fashion: News, Trends & More
10 Slow Fashion Benefits & Fast Fashion Disadvantages
8 Pros And Cons of Sustainable Fashion In Our Eco-System
Questions:
What are the pros and cons of fast fashion?
What problem does sustainable fashion try to address?
Are sustainable clothes really sustainable?
What is sustainable fashion clothing?
What are the pros of ethical and sustainable fashion?
What are the latest developments in sustainable fashion?
What is sustainable fashion in trends, and why is it important?
How will sustainability impact winter fashion trends in 2025?
(Users seeking knowledge, education, context — top of the funnel)
Navigational Intent
Topics:
Sustainable Fashion Brand Berlin | MAQU
14 Clothing Brands From Berlin for the Conscious Consumer
Berlin Sustainable Shopping Guide
Sustainable Fashion Berlin: 10 Great Shops in The City!
Nachhatlige Mode in Berlin
Questions:
What are unique shopping sites in Berlin?
How to find small clothing/fashion brands in Berlin?
What are some good shopping websites for clothes?
Where can I find sustainable clothing for raves?
Where can I find an aesthetic clothing store in Germany?
(Users that want to go somewhere specific — discover shops, guides, or brands)
Transactional / Commercial Intent
Topics:
Where to Buy Handmade Sustainable Clothing in Berlin
Top Ethical Fashion Brands for Gender-Neutral Clothing in Germany
Best Minimalist Jackets from Sustainable Fashion Labels in Europe
HUMAN TOUCH vs Other Sustainable Fashion Brands: What Sets Us Apart
Questions:
How to buy sustainable and eco-friendly fashion accessories?
What’s the best way to find really small fashion brands?
Why can’t sustainable fashion brands be more affordable?
Buying Handmade vs Factory-Made: Which One Lasts Longer?
Is Ethical Fashion Worth the Price?
(Users ready to buy or are comparing options — bottom of the funnel)
Where can I find an aesthetic clothing store in Germany?
How to find small clothing/fashion brands in Berlin?
Content Format:
Blog: “Berlin’s Best Kept Fashion Secrets: From Pop-Ups to Paint-Seams”
Local shopping guide: “Where to Shop Handmade & Ethical in Berlin (2025)”
Event promo: “Live Sewing Demo at HUMAN TOUCH — RSVP Now” </aside>
HUMAN TOUCH – Sample SEO Content Funnel
Having a funneling stage strategy can further help Human Touch to understand which content format to release to which type of audiance. So a person who don’t know about the brand will see more TOFU based content vs someone who has been following for a while will encounter MOFU or BOFU type of content.
Once we have the building blocks, the next step is knowing where and when to use them.
A funnel-based content strategy will help the brand guide every visitor, from curious newcomer to committed customer, by serving content that meets them where they are.
New to the brand? → Show them bold ideas, Berlin fashion insights, and why sustainability matters (TOFU).
Been around for a while? → Nudge them closer with brand comparisons, guides, and lookbooks (MOFU).
Ready to shop? → Make it seamless with curated collections, product pages, and stories behind the clothes (BOFU).
Funnel Stage
Keyword Focus
Reason
Example Content
TOFU (Awareness)
sustainable fashion, ecological fashion, Berlin sustainable shopping guide
Attracts broad audiences searching for sustainable fashion concepts and trends, builds brand awareness
Blog: “Berlin’s Sustainable Fashion Scene: Where Art Meets Clothing”
MOFU (Consideration)
sustainable fashion brands Berlin, ethical fashion Berlin, best tips for sustainable fashion
Targets users considering options and seeking brand comparisons or practical advice
Guide: “10 Berlin Brands Redefining Sustainable Fashion”
Reaches high-intent shoppers ready to buy, links directly to products
Landing page: “Shop the HUMAN TOUCH Paint-Sewn Collection”
Bonus: SEO Issues
Additionally, when I ran a Site audit, it gave me several SEO issues.
These fixes alone can improve crawlability, user experience, and ranking potential within weeks.
Critical Errors (Fix Immediately)
74 broken internal links → These lead to dead ends and frustrate users. Google sees this as poor site quality.
4 pages with duplicate meta descriptions → Hurts your appearance in search results and confuses Google about page purpose.
1 page returning a 4XX error (like a 404) → Broken pages are bad for both users and search engines.
High-Impact Warnings (Fix Soon)
79 pages have low word count → Thin content won’t rank — Google needs substance to understand your site.
9 pages missing H1 headings → No H1 = no clear signal of what the page is about.
82 pages have large JS/CSS files → Slows down the site, especially on mobile.
Example: SEO based Content for Human Touch
Gender-Neutral & Hand-Painted Pieces
For: Exclusive Collection | Digital Exhibition | Shopping Experience
In a world dominated by fast fashion, discover a refreshing alternative with our Gender-Neutral & Hand-Painted Pieces collection. In our Berlin atelier, we create gender-neutral clothing that transcends fleeting trends. Each garment becomes a canvas of wearable art through our signature paint-sewing technique, showcasing the human touch behind every stitch.
For us, hand-painted means more than just a pattern, it means the fingerprints of our artisans are literally imprinted on each piece. Subtle strokes of eco-friendly dye applied by hand turn every item into a one-of-a-kind work of art.
The result is a striking visual narrative of craftsmanship and care: no two pieces are exactly alike, yet each upholds the same standard of quality and creativity.
Designed to be truly inclusive, each garment offers a refined fit that complements any style or body. The aesthetic is clean yet bold – minimalist cuts that let the hand-painted details speak volumes.
Whether paired with jeans or layered over an elegant ensemble, these pieces invite self-expression without boundaries. It’s wearable activism in high style, allowing you to make a statement simply by getting dressed.
At HUMAN TOUCH, sustainable fashion is more than a buzzword – it’s woven into every fiber.
We craft each garment in Berlin, embracing slow fashion principles over mass production. This means limited runs of ethical fashion pieces made with care for both people and the planet.
When you wear HUMAN TOUCH, you wear your values proudly and support a movement toward a more transparent, humane fashion industry.
Experience this fusion of art and ethics yourself – explore our collection and wear the difference.
Final Summary & Key Learnings
Starting point: HUMAN TOUCH ranked for only 19 keywords and had ~75 monthly visits in Germany, with most traffic unrelated to buying intent.
Technical SEO issues: Found 74 broken internal links, duplicate meta descriptions, missing H1 tags, thin content, and heavy JavaScript/CSS slowing pages.
Opportunity identified: Shift from accidental/low-intent traffic to qualified, purchase-driven queries.
Core strategy:
Target “sustainable fashion” as the anchor keyword (≈720 monthly searches)
Build a supporting keyword cluster and long-tail terms
Apply TOFU–MOFU–BOFU funnel content mapping for guided user journeys.
Sample execution: Created a “Gender-Neutral & Hand-Painted Pieces” product page concept blending storytelling + conversion elements.
Key learnings:
Fixing technical issues is the fastest way to unlock ranking potential.
Intent-first targeting beats chasing high-volume but irrelevant keywords.
Keyword clusters build topical authority faster than scattered blog posts.
Funnel-aligned content improves both discovery and conversions.
Using local identity (“Berlin-made”) can capture geo-intent searches.
End result: Clear roadmap to move from “beautiful but barely seen” to a scalable, measurable SEO growth plan.
