This case study covers the work we did as an ecommerce seo agency for a mid-size online retailer. It reflects what our ecommerce seo agency approach produces in the home goods category. The store had been trading for 3 years, was spending heavily on Google Ads, and had essentially zero organic search presence. All figures are real. The store name is withheld at the client’s request.
Where the store started
The store was on Shopify with around 340 products across 18 collections. Monthly organic sessions were approximately 280 — almost all branded searches for the store’s own name. Non-branded organic traffic, meaning customers finding the store through product and category searches, was essentially zero.
The store was spending $4,200 per month on Google Ads to maintain sales volume. The owner had tried “SEO” twice before — once with a cheap provider who did nothing meaningful and once with a freelancer who wrote a few blog posts that never ranked. They were skeptical but the paid ad costs were unsustainable.
What the audit found
Duplicate content across hundreds of URLs
Collection-aware product URLs were creating 340+ duplicate pages. None of the canonical tags were pointing to the root product URLs.
18 collection pages with no content
Every collection page was a product grid with a heading only. No written content, no keyword targeting, no meta descriptions.
7.2 second mobile load time
The store had 23 apps installed. Seven of them were loading JavaScript on every page but were only actively used by a handful of customers per month.
Generic manufacturer descriptions on 290 products
The same product descriptions that appeared on competitor stores and supplier websites. Zero unique content across most of the catalogue.
No keyword research had ever been done
Collection names were based on internal naming conventions, not what customers searched for. Two major product categories had the wrong name entirely.
What we did
Fixed Canonical Tags Across All Product URLs
We updated the Shopify theme’s Liquid templates so every product canonical tag pointed to the primary /products/ URL, regardless of the collection a visitor used to access the product. This eliminated duplicate URL variations that were diluting ranking signals.
As Google recrawled the website, more than 340 duplicate pages were removed from the index within six weeks, allowing search engines to consolidate authority into the correct product URLs and improve overall index quality.
Rewrote All 18 Collection Pages
We renamed four collections to match the search terms customers actually use, then rewrote every collection page’s title tag, meta description, and on-page content. Each page received between 180 and 250 words of unique, keyword-focused copy.
To further strengthen SEO, we reorganised the collection hierarchy and improved internal linking between related collections, making it easier for both users and search engines to navigate the store.
Reduced Page Load Time from 7.2 to 2.4 Seconds
Website performance was improved by removing 11 unnecessary apps, compressing more than 2,400 product images, and implementing lazy loading across the store.
These optimisations reduced mobile page load time from 7.2 seconds to just 2.4 seconds. As a result, the store’s Core Web Vitals improved from failing to passing, providing a faster shopping experience and stronger SEO performance.
Rewrote Descriptions for the 60 Highest-Priority Products
We prioritised the store’s best-performing product categories and created unique, keyword-targeted descriptions for the top 60 products. Each description was written to improve search visibility while helping customers make informed purchasing decisions.
We also implemented structured data (Schema markup) across all 340 products, enabling rich search results that display pricing, availability, and other key product information directly within Google Search.
The results after 9 months
312% more organic sessions
Monthly organic sessions grew from 280 to 1,154. Non-branded organic traffic, which was near zero at the start, accounted for 78% of that growth.
40% revenue increase from organic
Online store organic growth contributed an additional $18,400 in average monthly revenue at month 9. Ecommerce seo roi measured over 9 months: 6.2x.
Google Ads spend reduced by 35%
As organic rankings covered more product searches, the store reduced paid ad spend from $4,200 to $2,700 per month while maintaining the same revenue level.
Rich results across 340 products
Structured data implementation enabled price and availability rich results, improving click-through rate from organic search by an average of 28%. These are ecommerce seo case study results representative of proper foundational work.
What this means for your store
The shopify seo results above came from fixing problems that are present in the majority of Shopify stores that have not had a proper audit. Duplicate content from collection URLs, thin collection pages, slow load times from app bloat, and generic product descriptions are the default state for most stores. They are all fixable, and fixing them systematically produces predictable results.
Every store audit we do finds a different combination of issues, but the process is the same: identify what is broken, prioritize by impact, fix in order. This case study reflects what happens when that process is followed correctly.