eCommerce SEO Case Study: £245k+ Additional Revenue in 12 Months
Electric Bike Store: Scaling Traffic & Revenue In Just 12 Months
In the competitive world of eCommerce, SEO is more than just rankings — it’s a growth engine. For high-ticket products, the right strategy can dramatically improve visibility, attract qualified traffic, and generate high-value sales.
This case study highlights how we helped a UK-based electric bike brand unlock the power of organic search to transform their online performance.
Ecommerce SEO: The Challenge
Before working with us, the brand had built a strong offline reputation but weren’t fully capitalising on their search potential. They even won a business award in 2022, creating some well earned PR buzz for the business.
While traffic was steady, organic conversions and revenue lagged behind expectations. Key challenges included:
- Outdated metadata not aligned with search intent.
- A scattered content approach with minimal keyword targeting and sporadic content writing.
- Weak internal linking that limited content discoverability.
- Minimal use of structured data, restricting rich result opportunities.
- User Experience barriers on the home page that impacted conversions.
The client’s objective was straightforward—optimise the site to improve rankings, grow traffic, and drive more sales through organic search
eCommerce SEO plan execution
Step 1: Client Onboarding, SEO Audit & Competitor Analysis
Every successful SEO campaign begins with understanding the client’s unique challenges, goals, and audience. During onboarding, we worked closely with the client to align on objectives, gather insights into their current performance, and understand the past SEO work.
After we had the full knowledge of this client through the onboarding process, we began our work with a comprehensive SEO audit covering technical health, on-page optimisation, and UX performance. This diagnostic stage highlighted critical issues impacting visibility and conversion.
At the same time, our competitor analysis revealed valuable keyword opportunities and content gaps that were already driving success for others in the industry.
These insights shaped the blueprint for our SEO campaign, helping us prioritise high-impact actions from the start.
Next, we conducted detailed keyword research to identify relevant high-volume and long-tail keywords that offered untapped Business Opportunities.
Step 2: Hub & Spoke Content Strategy
To strengthen topical authority and improve keyword coverage, we developed a hub-and-spoke content framework:
- Hub Pages – These were built around the client’s core commercial keywords, serving as comprehensive resources that captured high-intent traffic. Each hub was structured to provide clear answers, strong calls-to-action, and seamless navigation to relevant offerings.
- Spoke Pages – Around each hub, we created supporting content that targeted long-tail and informational queries. These pages addressed specific pain points, FAQs, and niche subtopics that potential customers were actively searching for.
By interlinking the spoke pages back to the central hub, we created a content ecosystem that:
- Signalled topical authority to search engines.
- Helped users move naturally from educational content toward conversion-focused pages.
- Increased keyword visibility across both competitive and long-tail searches.
This approach not only expanded the site’s organic footprint but also guided users through the buyer’s journey from awareness to decision-making.
Step 3: On-Page & UX Optimisation
Once the content architecture was in place, we turned to on-page SEO and user experience improvements to maximise visibility and conversions:
Metadata Optimisation
We rewrote page titles and meta descriptions with primary and secondary keywords while keeping them compelling for users. The goal was not just to rank but also to increase click-through rates (CTR) by aligning with user intent and highlighting key value propositions.
Internal Link Optimisation
We mapped and restructured internal links to strengthen topical clusters and guide authority flow to the most important hub pages. This also improved crawlability, helping search engines discover and index supporting content faster.
Homepage User Experience (UX) Enhancements
The homepage was refined to deliver a clearer value proposition, better navigation, and stronger conversion elements. We adjusted hero messaging, improved CTA placement, and streamlined layout so that visitors could quickly understand the offering and take action.
Schema Markup Implementation
We added structured data (including Organisation, FAQ, Product, and Breadcrumb schema) to improve how pages appeared in search results. This boosted visibility in SERPs through rich results such as FAQs, star ratings, and enhanced snippets, making the brand stand out against competitors.
Together, these optimisations ensured that not only did the site attract more qualified traffic, but it also provided a smoother user journey that encouraged engagement, trust, and conversions.
Step 4: Results After 12 Months
Within a year of implementing the SEO strategy, the business saw a remarkable transformation in performance metrics:
Ecommerce SEO Growth:
- Revenue: Revenue increased by an impressive 459%, rising from £53,519 to £299,241, showing how SEO contributed to bottom-line growth.
- Purchases: Purchases followed a similar trend, climbing from 100 to 420 orders, which represented a 320% increase in transactions.
User Experience Engagement:
- Sessions: Sessions on the website grew from 34,277 to 49,836, a 45% uplift, reflecting stronger discoverability, better navigation, and improved user experience.
- Users: Total users visiting the site grew by 33%, while new users rose by 32%.
These combined results demonstrated that a structured SEO approach not only boosted visibility but also converted traffic into meaningful business growth.
Key Takeaways
This case study highlights the power of a well-structured hub-and-spoke content strategy. By creating hub pages around core commercial keywords and supporting them with spoke content targeting informational and long-tail queries, the website was able to capture both transactional and educational search traffic.
Small but impactful adjustments to metadata and internal linking delivered quick results. By refining title tags and meta descriptions, click-through rates from the search results increased, while strategic internal linking distributed authority across the site, strengthening the overall architecture.
Equally important were the user experience (UX) improvements. Enhancements to navigation, layout, and key conversion elements on the homepage and product pages directly contributed to higher engagement and conversion rates, particularly for high-value products.
Finally, this project demonstrated that the combination of technical SEO fixes and a consistent content strategy creates sustainable long-term growth.
Together, these efforts not only delivered immediate performance gains but also laid the foundation for continued success.
SEO Tools We Used In Achieving the Above SEO Results
- Google Search Console (Free)
- Google Analytics (Free)
- Screaming Frog SEO Spider (Paid)
- SE Ranking (Paid)
Could Your Brand Be Next?
This ecommerce SEO case study proves that the right SEO strategy can deliver transformative results — even in competitive markets.
If you’re ready to boost your online sales and dominate your niche, get in touch for a free consultation.