When Super Granule first came to us, their website was practically invisible to Google. Even though they offered quality products in the flooring and garden accessories segment, organic traffic sat at just a handful of visits a day. Most customers arrived through PPC campaigns that demanded ever-growing budgets. It was clear that without a systematic SEO strategy, the e-shop would always be dependent on paid advertising — and that was no sustainable model for long-term growth.
Our brief was unambiguous: build a comprehensive SEO strategy that would bring in relevant organic traffic, reduce dependence on PPC and establish a durable competitive advantage in organic search. The challenge was that competition in this segment was fairly fierce, and a number of established players had a multi-year head start in SEO.
The starting point
Before we could optimise anything, we needed to map the current state in detail. We ran a thorough audit that surfaced a whole series of fundamental problems. The site had minimal organic traffic — around 25 visits a day from search engines on average, and mostly on branded queries. Not a single keyword from the commercially interesting categories appeared in Google's top 20 results.
The technical state of the site was problematic. Pages took over 5 seconds to load, structured data was missing, robots.txt was blocking important sections of the site, and internal linking was virtually non-existent. On the content side things weren't much better — product descriptions averaged 30 words, category pages had no text content at all, and there was no blog. The backlink profile consisted of fewer than 50 domains, mostly directories.
Our strategy
1. Technical SEO audit and fixes
We started with the fundamentals. We optimised page load speed — image compression, lazy loading, minification of CSS and JavaScript. From the original 5+ seconds we got under 2 seconds. We fixed crawlability: rewrote robots.txt, created a clean XML sitemap, repaired over 200 broken links and set up correct canonical tags. We implemented Schema.org structured data for products, breadcrumbs and FAQ sections, which meant the site started earning rich snippets in the search results.
2. Keyword research and topic clusters
Instead of chasing individual keywords, we chose a topic cluster approach. We identified 8 core themes and built a comprehensive content structure around each of them. For every cluster we created a pillar page and a series of supporting articles that linked back to it. This approach let us cover hundreds of long-tail queries while building topical authority in Google's eyes.
3. Content strategy
We put together an editorial plan of 4 articles a month, each averaging 1,500 words. The articles weren't generic — every one answered a specific question that potential customers were asking. We wrote installation guides, comparison articles, maintenance tips and inspirational content. Every article went through thorough optimisation: proper heading structure, internal linking, optimised images with alt text and natural keyword placement.
4. On-page optimisation
We rewrote all 320 product descriptions — from an average of 30 words to 200+ words of unique content. Category pages gained expert text descriptions with naturally integrated keywords. We optimised the title tags and meta descriptions for every important page. We built a robust internal linking system in which each page linked to 3–5 other relevant pages.
5. Link building
We approached link building qualitatively, not quantitatively. We focused on earning links from relevant industry media, construction portals and lifestyle magazines. We created original surveys and infographics that naturally generated backlinks. Over 12 months we earned more than 80 quality backlinks from high-authority domains.
The results
Results started to show around 3 months after we implemented the first changes, but the real exponential growth came between months 6 and 12. Organic traffic grew from the original 25 visits a day to a steady 800 visits a day — an increase of more than 3,000%. The site reached top 3 positions for dozens of keywords, including highly competitive commercial queries.
But what matters even more than the traffic figures themselves: the organic channel became the e-shop's primary revenue source. Revenue from organic search grew 18-fold, and organic's share of total revenue rose from 5% to 42%. The client was able to cut PPC spend significantly without any drop in overall revenue — on the contrary, total revenue went up.
SEO isn't a sprint, it's a marathon. But with the right strategy, the results are exponential.
What it means for you
This case study points to several key takeaways that hold true for any e-shop. First, SEO works even in the age of AI — despite fears around AI Overviews and other shifts in search, organic traffic remains the most effective and most sustainable channel for e-commerce. Google still needs quality content that answers users' questions.
Second, content quality beats quantity. Better 4 thoroughly crafted articles a month than 20 shallow ones. Google is increasingly good at recognising expert content and rewards it with higher rankings. An investment in genuinely valuable content pays back many times over.
Third, a technical foundation is a non-negotiable prerequisite. No content strategy will work on a site that takes 5 seconds to load and that Google can't crawl properly. Technical SEO isn't glamorous, but you can't do without it. And finally, SEO is an investment with a cumulative effect — unlike PPC, where the traffic disappears the moment you switch the campaigns off, quality SEO generates traffic for months and years after the work was done.
If your e-shop is in a similar position to Super Granule before our collaboration, don't hesitate to get in touch. We'd be happy to talk through the potential organic search holds for your business.