SEO Case Study

49.21% Growth

in Organic Revenue for a UK Ecommerce Client

About The Client

The client is a UK-based online food brand known for its premium snacks and gift-ready food products. Serving customers nationwide, the business focuses on product quality, brand experience, with convenient online ordering.

  • Industry : Food and Beverage
  • Country : United Kingdom
  • Business Size : Large
  • Result Duration : 3-6 Months
  • Website : Ecommerce
  • Service Availed : SEO

The Challenge

The primary challenges included poor organic visibility for high-intent keywords, duplicate URLs generated by filters, and thin content across category and product pages. Technical SEO issues such as crawl inefficiencies and slow load times further limited performance. These factors collectively restricted sustainable organic growth and revenue contribution.

01.

Low organic visibility

for high-intent category keywords in a highly competitive search landscape.
02.

Crawl budget inefficiency

caused by faceted navigation, filter URLs, and duplicate parameter-based pages.
03.

Duplicate and thin content

across category and product pages, limiting keyword relevance and rankings.
04.

Technical SEO limitations

including slow page speed, Core Web Vitals issues, and inconsistent indexation.

05.

Frequent inventory changes

(out-of-stock and discontinued products) leading to traffic loss and broken internal links.
06.

High Competitor Keywords

the client was primarily targeting highly competitive, commercial-intent keywords dominated by established brands and marketplaces, which limited organic visibility

SEO Strategy Implemented

Keyword Research Strategy
  • Selected mixed keywords related to informational, transactional, commercial and navigations with high search intent (buyer intent keywords) as it was an ecommerce website, and main objective was to have sale.
On-Page SEO Improvements
  • Updated website meta tags to make it more user friendly and engaging Call to action.
  • Heading and sub heading optimization on the website category and product pages.
  • Interlinking to best-selling products, related product pages and blog pages. ( Blog -> Category -> Product )
  • Product pages optimization with content, unique product description, bullets and rich content information
  • Schema Markup on website pages, category and product pages
  • Optimizing the website for image and video for easy and quick access of pages.
  • Removing duplicate pages on the website.
Technical SEO Fixes
  • Page Speed optimization for mobile and desktop and other devices as loading factor was crucial for the ecommerce website.
  • Addressed crawlability and indexing of the website pages (404,301)
  • Fixed canonical issues for products, category pages, blogs and other pages of the website (Pagination & Faceted Navigation SEO).
  • Clean XML sitemaps
  • JavaScript rendering verified
Content Strategy

Content on targeted audience like Health-conscious buyers, gifting & festive shoppers, snack & impulse buyers, family & bulk purchasers.

Keyword Intent Content like
  • Informational: Is popcorn healthy?
  • Commercial: Best popcorn brands
  • Transactional: Buy gourmet popcorn online
Cluster Model Used
  • Pillar Pages – Core Food related content
  • Supporting Pages – Blogs, guides, recipes
  • This helped in improving AI results and authority.
Valued Added Content
  • Added FAQs, reviews and contest to the website for more user
    engagement and AEO results.
    Updated general content with benefit driven content.
Seasonal and campaign based content
  • Christmas & New Year
  • Movie nights & sports seasons (Wimbledon)
  • Gifting & celebration moments
  • Corporate Gifs
Linking Strategy
  • Blogs → Category pages
  • Category → Best-selling products
  • Product → Related products
  • This helped Improve crawl depth & increased time on site.
Landing Pages
  • Created landing pages (seasonal) based on requirement to promote.
Link-building Approach
  • Promoted collection/category pages, evergreen blogs, products, seasonal landing pages, brand pages
  • Content led link building to build trust and authority.
  • Quality link building, articles, blogs guest blogs, press release on food related websites.
  • Broken Link Building & Link Reclamation
  • Anchor text optimization link building on brand keywords, generic, long tail and exact match.
  • Tracking and performance on regular basis to update the strategy to increase referral domains and links.

Results & Performance Metrics

Ecommerce Revenue Growth:

  • 49% growth in Organic Revenue
  • 115% growth in Referral Revenue
  • 640% growth in Organic Shopping

SEO Traffic Growth:

  • 41% growth in Organic Revenue
  • 110% growth in Referral Revenue
  • 37.78% growth in Organic Shopping

Keywords Rankings

  • 44 Keywords in Rank #1
  • 89 Keywords in Top 10
  • All the keywords of the campaign ranking.
Keyword Ranking
mini pop popcorn1
mini popcorn london1
gourmet popcorn1
cheese popcorn uk1
popcorn uk1
branded popcorn gifts1
gourmet popcorn gift1
popcorn gift1
movie snacks1
birthday popcorn1

The Challenge

Ecommerce Revenue Growth:

Organic Revenue

Shopify Data: Total Revenue

[Current Month Vs Last Month]

Organic Revenue

Key Takeaways / Learnings

01.

Collection / category and product page SEO delivers the highest revenue impact

Optimising high-intent collection and product pages drove scalable traffic and consistent sales growth.
02.

Search intent beats keyword volume

Targeting purchase-ready food and snack queries improved conversions, not just rankings.
03.

Seasonal and occasion-based SEO fuels peak sales

Festive, gifting, and consumption-moment keywords significantly increased demand during high-revenue periods.
04.

Content clusters strengthen authority and visibility

Structured topic clusters outperformed isolated blogs, expanding keyword coverage and organic reach.
05.

SEO success depends on conversion and technical alignment

Strong technical foundations and CRO integration turned organic traffic into measurable revenue.

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