ECOMMERCE SEO CASE STUDY
Building SEO From the Ground Up
From migration planning to 6K+ organic clicks in six months for a US DTC ecommerce site, with around 80% coming from non branded search.
Industry
Home & Furniture
Business
US DTC Ecommerce
Timeline
Dec 2025 – Jul 2026
Results
6K+ Clicks in Six Months
The new site launched at the end of January 2026 after two months of SEO planning and migration preparation. Over the following six months, it generated more than 6,000 clicks from Google Search.
More importantly, around 80% of those clicks came from non-branded queries, showing that the site was gaining visibility beyond people already searching for the brand.
6K+
Organic Clicks
~80%
Non Branded Clicks
6 Months
From Launch
Challenge
This was not simply a case of adding SEO to an established ecommerce site. The existing website was being moved to a new domain, while the new site itself had to build organic visibility almost from scratch.
At the same time, the business had only two core product lines, which limited how far the SEO strategy could rely on simply creating more commercial pages.
Domain Migration
Moving from an old domain to a new one meant existing URLs and search signals had to be handled carefully. Redirects, URL mapping and indexation all needed to be considered before launch.
Limited Product Range
With only two core products, there were fewer natural categories and product opportunities than a large ecommerce catalogue. Keyword targeting had to extend beyond individual product terms without creating irrelevant pages.
Starting From Zero
The new site needed more than content. Site architecture, keyword targeting, internal linking, technical SEO and authority building all had to develop together from the beginning.
The SEO Strategy
Rather than launching the site first and adding SEO later, I worked on the search strategy during the preparation and migration stage. The goal was to give the new site a clear search structure from day one and create a foundation that could grow over time.
01
Search & Site Structure
Keyword research started before launch to understand how people searched around the two core product categories. I used that demand to shape the site architecture and map keywords to collection, product and supporting pages.
02
Migration & Technical SEO
I planned the SEO side of the domain migration, including URL mapping and redirects, while reviewing crawlability, indexation and other technical elements of the new site to reduce unnecessary loss during the move.
03
Content & On Page SEO
Collection pages, product pages and blog content were developed around different search intents rather than publishing content simply to increase page count. On page optimisation and internal linking connected supporting content with commercially important pages.
04
Link Building
As the site developed, I built relevant third party placements and backlinks to strengthen the new domain’s external presence and support the site’s wider organic growth.
Organic Growth After Launch
The site went live at the end of January 2026. Organic growth did not happen overnight.As new pages were indexed, existing pages gained visibility and the site’s search footprint expanded, clicks accumulated steadily over the following months.By July, Google Search Console had recorded more than 6,000 organic clicks, with approximately 80% coming from non branded searches.
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