From Duplicate Copy to 10x ROAS: An Athletic Apparel Brand’s SEO Leaps with Describely

From Garage Startup to a 30,000-SKU Powerhouse

Ryderwear started in 2009 when founders David and Natalie stitched the first samples in David’s grandmother’s garage. Sixteen years later, the Australian-based brand ships gymwear to lifters across Australia, the United States, the United Kingdom, Canada, New Zealand, and beyond. 

Their Shopify store lists 3,000 to 4,000 core products that balloon to 20 to 30 thousand variants once sizes and colours are counted. By 2020, the catalog was growing faster than the content team could keep up, and SEO specialist Vuk was brought on board with one mission: grow organic visibility in every market.

Duplicate Descriptions, Dropped Rankings

With a small team strapped for bandwidth, product pages were cobbled together by the Head of Fashion and even the CEO. Descriptions were brief, reused across variants, and identical between the different markets. Google penalised the repetitive content; rankings slid and traffic followed. 

Frustrated, Vuk was on a quest for solutions that would simplify the process while providing Ryderwear with solid SEO-optimized descriptions that sound natural in each language, while following their brand guidelines. Vuk tested seven tools, but each failed plagiarism or AI-detection checks. Freelance writers tried a few rounds of content creation and edits, but bowed out before the content was ready for publish. Ryderwear needed thousands of unique, on-brand descriptions—fast.

Finding Describely—a 2% AI Detection Result

A quick Instagram reel led Vuk to Describely. After a few prompt iterations with Describely’s Customer Success team, the software produced copy that passed every plagiarism and AI check. “[The tests] came back with ‘2% chance of being written with AI’,” Vuk recalls the moment he realized Describely was just the tool he was looking for, “[Describely] is the best in the market for product descriptions.”

Once implemented, Describely’s robust content creation capabilities let Ryderwear create content for its 30,000+ product variants across different markets, accurately capturing the tone and slang for each region while ensuring every description met brand guidelines and passed plagiarism and duplicate copy detection.

300 Hours Recovered, Rankings Reborn

Replacing manual copywriting with Describely’s bulk content generation freed more than 300 hours of labour to tackle their upfront backlog, and at least 20 hours every month going forward. The team uploads variant data for their entire catalog, runs it through the brand-adjusted prompts, and exports rank-ready content in a smooth, efficient process.

The impact showed up quickly in search results. Google re-indexed thousands of refreshed pages, which are now filled with unique copy, correct measurement units, and region-specific keywords. Ryderwear appeared in hundreds of new top-10 keyword positions after the new content was launched.

“Once Google picked up on all the new, unique content, rankings started to improve,” Vuk confirmed. Traffic gains fed paid performance, delivering a reported 10x return on ad spend attributed to the content overhaul.

Built for Scale, Ready for What’s Next

With Describely, Ryderwear can launch fresh SKUs globally without fearing duplicate-content penalties or rushed copy. Vuk’s next moves include automating meta titles and longer-form pages powered by the robust functionalities of Describely. “The sky is the limit for how Describely can be used,” he says, confident that Describely will keep pace with whatever content challenge the company may face in the future.

By turning thousands of near-identical variants into unique, region-specific stories, Ryderwear converted a crippling content bottleneck into a competitive advantage—proof that strong branding and SEO scale beautifully when the right tool is in your corner.