Published by Sue Johns-Chapman
Published Date 26.11.2025 
The inside take on POLARIS and their Search Award nominations.
Being shortlisted for three categories at the UK Search Awards 2025 is a proud moment for the team at POLARIS. As a specialist organic search agency, we take great care in the campaigns we deliver for our clients, and it’s rewarding to see that work recognised through this year’s nominations.
POLARIS has been named a finalist for:
- BEST SEO Campaign Small
- Best Use of Search – Fashion (Small)
- Best Use of Search – Retail Ecommerce
These shortlisted entries highlight our ongoing partnership with Dune London, focused on improving organic search visibility and performance across key product categories.
What Our Search Strategy Involved
Our work reflects the strategy delivered in partnership with Dune London to support long term organic growth across key product areas. The approach focused on understanding how customers search, strengthening the technical foundations, and identifying new opportunities within the category landscape.
The strategy began with an in-depth market trend analysis, which led to us completely reinventing the homepage experience and uncovering untapped opportunities in previously non-existent static product-colour facet ranges. These insights allowed us to restructure key areas of the site around real search behaviour and customer demand.
Working closely with the team at Dune, we also refined brand messaging to better align with customer intent. Programmatic SEO was used to optimise products at scale, ensuring a consistent approach across large product volumes. Alongside this, we strengthened the backlink profile through a new, collaborative outreach process with their PR team, setting a stronger foundation for long-term organic growth.
What Challenges We Overcame
As with many large ecommerce brands, the campaign required alignment across several teams including, internal stakeholders, development, PR and SEO. One of the first challenges was ensuring that everyone understood the importance of SEO and the impact technical foundations have on performance.
To ensure everyone understood the impact of the SEO strategy, and how it would improve the business’ ROI, we held sessions with C-Suite Stakeholders to walk through current performance, the competitive landscape, and the changes expected with the evolution of AI in search. These sessions helped align all teams on the opportunity and the actions needed to support growth.
Alongside this, we worked closely with Tryzen, Dune London’s development agency, to address the technical barriers that were limiting performance. Over several weeks, we reviewed core platform setups, identified areas where SEO needed to be prioritised, and restructured sprint workflows so SEO could be considered earlier and more consistent in development planning. This collaborative approach helped us to get the technical foundations to where they needed to be for the strategy to take effect.
The Results Our Campaign Delivered for Dune London
The campaign delivered strong results across key performance areas:
- Womens boots market share increased from 3.5% to 8% (core focus during that season
- Organic target exceeded targets by more than 50%.
- ROI from organic activity reached 644%.
These results reflect the impact of a clear strategy supported by aligned teams across SEO, development and PR.
Amo Sokhi, Managing Director at POLARIS, said:
“This year POLARIS has seen some big wins; we have been doing some great work and now we are being recognised for it. This is a testament of the effective strategies that we put together for our clients; it delivers award-winning results. It is an honour to be nominated for 3x awards and a huge congratulations to the other nominees.”
A Thank You From POLARIS
Being named as finalists in three categories at the UK Search Awards 2025 is something the team is incredibly proud of. The recognition reflects the continued trust from our clients and the collaborative work achieved across each project. We are all looking forward to joining the other shortlisted candidates at the awards event in London next month.
