Fashion is the biggest global ecommerce category, but most fashion searches do not mention apparel brands. Since H&M appeared on page 1 of Google search results less often than its competitors, it was missing out on huge potential revenues. This case describes a long-term search optimisation strategy that overhauled H&M's website, introduced new working processes across the company, and used data to text AI to automate web page creation radically. Over five years and multiple markets, it is estimated the strategy generated £644m of incremental revenue and returned £16 profit for each £1 invested.