A medium-sized online retailer operating in the United Kingdom contacted Grapelight, as they were struggling to improve their organic revenue in a saturated ecommerce landscape. The business offered a wide product range with competitive prices, and fast delivery services. Their website, on the other hand, was lacking in visibility, especially to customers comparing products or ready to make a purchase. They hadn't seen an improvement in organic traffic for more than a year, which was seriously limiting their growth, while making it more difficult for the store to compete against bigger stores with better optimisation. At the same time, the store found they were relying on paid advertising, with increased cost per click costs, which was placing pressure on their budget.

In order to address our clients organic performance, we conducted a thorough technical audit of their website, along with content, competitor, and technical audits. We implemented a tailored national SEO revenue growth strategy. The audits clearly identified issues that limited search engine crawl efficiency. Some issues identified included inconsistent pagination, duplicate pages, low quality URLs, and unnecessary indexation. We immediately implemented an indexation plan to guide search engines to high value pages, removing duplicate or weak pages, that were negatively impacting their online authority.

The team carried out comprehensive keyword research, identifying transactional intent, focusing on category level, and product-led search behaviours. This analysis showed us clear gaps where the clients competitors had captured high intent searches, even with low quality product depth. We rebuilt all the category pages, ensuring that they aligned with search demand with improved heading structures, high quality content, and improved internal linking, driving visitors to their best sellers and profit-driving products.

Every product page was optimised with care, providing clear descriptions, improve meta data, and the implementation of structured data. We also created unique content, helping to differentiate product variations and reduce the risk of duplicate content. Improvements were made to the site, helping to improve indexing, ensuring search engines understood the different product families effectively, avoiding the risk of cannibalisation. 

In order to improve long term growth, we introduced an internal linking framework, carried across categories, product clusters, collections, and informational pages. We also created supporting content hubs, focusing on buying guides, comparisons, and problem-solving queries, helping to improve topical authority, while capturing any mid-funnel demand. 

We also focused on Core Web Vitals, making necessary technical improvements to reduce page loading times and improve mobile performance. Our focus was to improve the clients ability to feature in rich results, to improve click through rates. To monitor and track our clients progress and success, we introduced a performance measurement system to track rankings, revenue attribution, and category performance.

This case study shows the importance of national SEO for revenue growth for online stores in the UK. It was eight months after launching this tailored strategy that the retailer started seeing improvements in organic visibility, along with organic traffic, and revenue. Keywords started ranking in the top 10 positions, increasing the brands online presence for high intent, non branded terms. 

Organic traffic started to grow, increasing from an average of around 145,000 monthly sessions to more than 250,000 monthly sessions. Their category pages, which had been under-performing, started to see an increase in traffic, thanks to the improved structure, content, and internal linking of their web pages. Their product pages improved by 68%, due to the improved indexation, meta data, and product information.

The client also experienced an organic revenue increase of close to 60%. Their traffic was higher quality, increasing their organic conversion rates by close to 30%, with an 11% increase in average order values. The good news, is as this online stores organic visibility improved, they started to rely less on paid advertising, saving them close to 27%. This case study is a clear demonstration on how a national SEO strategy can improve organic visibility and profitability, while providing our client with a foundation for long-term growth.