A fast-growing online store in the United Kingdom got in touch with Grapelight, as they were preparing to scale their product range, while facing increasingly competitive conditions in organic and paid search channels. The online store already was known across their key categories, but new product lines were not gaining visibility, causing the store to rely more on Google Ads. They were struggling with increased spending on their paid advertising, with cost per clicks becoming more expensive, with an inconsistent return on ad spending. At the same time, the client asked us if we could help them prepare for the shift in user search behaviour, as their customers started to rely more on voice search, comparison searches, and AI-driven discovery. 

In order to address the challenges our client faced, we created a holistic strategy, combining SEO, Google Ads, and GEO. We focused on delivering immediate performance with long-term organic presence. 

At the very start, we conducted a comprehensive audit of their product and category pages. The team focused on indexation speed, content clarity, internal linking structures, along with keyword targeting. We found numerous opportunities to improve the content relevance, which would improve authority, flowing from the established pages to the new pages. We also improved the product description meta data, while creating new product pages with concise descriptions, clear headings, and internal links directing to the new product from high performing product pages. Our content team created comparison guides, buying guides, and problem solving articles, helping to educate users, guiding them towards a product page. 

The team also worked on the online stores Google Ads campaign, restructuring it to align with high intent search terms. They tightened the match types, refined the negative keyword strategy, while improving feed optimisation for Shopping campaigns. They also ensured the landing pages were aligned with the campaign objectives, helping to improve quality scores, which in turn, reduce wasted spending, and improve conversion efficiency. 

As per the clients request, we also prepared them for AI-driven search. All the content was refined to align with semantic relevance, we structured the formatting, and provided clear explanations on the product benefits. All the category pages and product pages had to be rewritten, introducing concise summaries, and creating answer-focused content, that improved their eligibility for generative and voice search results. 

We prepared a reporting framework that integrated organic, paid, and assisted conversion metrics. This allows for ongoing optimisation, with valuable insights, and transparent ROIs, while aligning with strict NDA regulations.

The online store started seeing improvements within six months, with our holistic strategy providing measurable improvements in organic visibility and paid performance. In this time frame, a number of their keywords started ranking in the top ten positions, with organic visibility increasing by over 70%. At the same time, their new product category pages started performing very well, with over 50% of their keywords ranking on the first page. 

They also saw a steady improvement in organic website traffic with improved engagement metrics, reflecting their relevance and improved user experience. The average duration session increased by 26%, while their bounce rates dropped by just over 20%. This showed users were finding the content valuable, pushing them further down the conversion funnel.

When it came to their Google Ads Performance, there were some significant improvements. Their cost per conversion dropped by 35%, while their overall conversion volume increased to close to 50%. We were also able to help them improve their return on ad spend by 40%. which was due to the improved targeting, landing page alignment, and improved quality scores. 

Over the six month period, organic and paid revenue increased, as organic search contributed to total sales, demonstrating the power of SEO enhancements. The online store is also experiencing continued growth in voice and generative searches. This case study clearly demonstrates how a holistic strategy can provide revenue generation, along with long-term growth in a competitive landscape, while providing the client with a scalable foundation for the future.