Case Study – eCommerce – Fashion Niche (Manicure Products)
Cuprins
Summary
The website had been previously optimized, but over the past year, maintenance and content updates were handled solely by the administrator using modules that allow bulk editing of category pages, subcategories, products, etc. However, the quality of these implementations was not verified.
The project officially started on October 15, 2023.
The Challenge
The client’s main goal was to reduce the high costs of paid promotion on Google Ads and Social Media by generating organic traffic.
A specific target was set for the first 6 months: to reach the top 3 positions for the query “oja semipermanenta” (semi-permanent nail polish) in Google, starting from position 29 at the beginning of the collaboration with SEO Grasp on October 17, 2023.
SEO Metrics (November 24, 2023)
Although the collaboration began on October 17, keywords were added to SEO Monitor for tracking only after approximately 1.5 months.
Other deliverables, such as content planning and document preparation, were prioritized.We provide custom documents tailored to each business, ensuring strategies are specific and actionable.
The client selected the priority keywords based on their business objectives. The remaining categories were also optimized, achieving similar results.
Using Semrush, we can assess the website’s ranking position at the start of the collaboration. The number of keywords serves only as a benchmark indicator.
Before collaborating with SEO Grasp, the client was generating approximately 350 clicks, 80K impressions, and an average position of 33 during the period September 15, 2023 – October 15, 2023.
Key Performance Indicators (KPIs)
To measure the impact of the organic growth strategy over the following 6 months, the following KPIs were established:
- At least 20% growth in keywords across all levels:
- Level 3 (positions 11–100)
- Level 2 (positions 4–10)
- Level 1 (positions 1–3)
- Minimum 20% increase in non-branded organic traffic, according to Google Search Console
- Improvement of the query “oja semipermanenta” into the Top 15 positions. On October 17, the client ranked in position 29 for this keyword.
At least 100% ROI (Return on Investment) from revenue generated through organic traffic, according to Google Analytics 4
The Solution
Technical Audit
We conducted a detailed website analysis to resolve major issues, including:
- ~10,000 indexable tags are competing with primary category keywords and unnecessarily consuming crawl budget
- ~3,000 pages with improper heading structures that did not follow Google’s guidelines
- ~3,000 pages containing abusive meta keywords usage (commonly referred to as keyword stuffing in the SEO community)
- ~3,000 internal links with structural issues
- ~1,500 images ranging from over 200KB up to ~18MB in size
These optimizations significantly improved crawl efficiency, indexation quality, and overall website performance.
Keyword Research & Mapping
The SEO Grasp team conducted comprehensive keyword research and mapping using Semrush and Google Sheets to ensure proper intent alignment and structured implementation.
Content Plan & Content Optimization
Based on the research data, we developed a content plan focused on creating fresh, optimized content while also rewriting outdated content to better align with search intent and commercial objectives.
Results – Revenue & ROI
By collaborating with SEO Grasp, the client achieved a 280% ROI within the first 6 months of the SEO campaign.
Below, you can see the comparative reports from Google Analytics 4 showing the revenue generated from organic traffic driven by the SEO campaign.
The number of users increased by 95%, effectively doubling. Orders grew by 60%, and revenue increased by 63%, rising from 83K RON to 136K RON.
We were able to capitalize on the Black Friday opportunity, and timely adjustments to the pages helped generate these results.
Comparing November 1 – 30, 2023 with November 1 – 30, 2022, we achieved:
- 105% increase in users
- 36% increase in orders
- 36% increase in revenue
These results were possible thanks to careful planning before the campaign started, which ensured all actions were well-coordinated.
Results – Traffic & Keywords
In pursuit of our set target, we achieved the following:
- KPI: At least 20% growth in keywords across all levels:
- Level 3 (positions 11–100)
- Level 2 (positions 4–10)
- Level 1 (positions 1–3)
We consider this KPI achieved. Even though Level 3 (positions 11–100) increased by only 7%, the exceptional 150% growth in positions 1–3 more than compensates, reflecting significant improvement in high-intent, commercial keywords. ✔putem sa ne oferim putin ragaz prin compensarea procentulului de crestere de 150% al pozitiilor 1-3. ✔
- Set KPI: Minimum 20% increase in non-branded organic traffic according to Google Search Console.
We decided to take on a “Hard” difficulty level, so we compared 10 months prior to the collaboration (starting January 22, 2023, the earliest date recorded in Google Search Console) with the 6 months of collaboration with SEO Grasp.
The differences were significant:
- Clicks increased by 149%
- Impressions increased by 133%
- Average position improved by 46%
Comparing clicks from the start of the campaign to its conclusion, excluding the brand keyword, we can observe the following metrics.
Comparing the last month of the campaign with the last month before the collaboration, we achieved:
- 165% increase in clicks
- 37% increase in impressions
- 32% improvement in average position ✔
Set KPI: Improve the ranking of the keyword “oja semipermanenta” to the Top 15 positions.
he keyword of interest improved from position13 to position 3, representing a 77% increase. ✔
Notes:
- No off-page work (link building) was done in the first 6 months – all changes were on-page.
- The project is still ongoing – we plan to implement a blog with informative articles for the specific audience.
- A conversion rate optimization audit has been conducted to improve both the Average Order Value (AOV) and overall revenue.
