eCommerce SEO - 10K visits to 100K in 6 Months
Topic: SEO Strategy Enhanced Direct and Organic Traffic
I had the chance to work on SEO for a fashion eCommerce website, with a tight six-month timeframe to generate 100K in organic traffic. Initially, the website only attracted 11,000 organic visitors, heavily depending on performance marketing via social media and Google Ads, with most of its traffic coming from social and referral sources. Over the past eight years, the brand has gained recognition, resulting in over 10,000 monthly searches for its name. This gave us confidence that we could improve their rankings and traffic for targeted keywords, leveraging the fact that Google tends to favor established brands in organic search results—an unspoken reality of SEO.
In the first two to three months, we emphasized several keywords and concentrated on Technical SEO and On-Page SEO solutions. We identified various keywords with a search volume of under 100,000 per month, reorganized the main menu to reflect this, created numerous keyword-optimized collection pages, and developed content for these pages, applying a similar approach to product pages. This strategy enabled us to build a strong foundation of topic authority across the website, resulting in a significant increase in clicks and impressions. Achieving this success was challenging and required considerable manual effort and ongoing monitoring of the site, which featured over 800 products.
In the next stage of our strategy, we generated new trending keywords by using Google Trends. Consequently, we gained an additional 100K impressions and clicks for new collections that had not existed before, utilizing the same products. These outcomes were mirrored in their sales, which experienced a 60% revenue increase, reflected in a rise in direct traffic [See Notes below for clarification].
Notes: For those unfamiliar with SEO: Your direct traffic (which can account for 60-70%) and unassigned traffic are part of organic searches. Various searches may not be recorded by Google Search Console and GA4 due to privacy regulations imposed by governments and operating system companies like Apple and Google, which do not track every visit.