Ecommerce SEO
4,955 new keywords.
A stronger organic presence.
Anonymized online apparel retailer
A collection-led SEO strategy helped this retailer reach more searches across its catalog. The May–July review recorded 4,955 keywords gained, while the wider partnership review reported a 254% increase in estimated organic traffic.
The challenge
Help a broad catalog earn more search visibility.
The initial goal was a 30% increase in organic traffic. With products spanning multiple interests, the retailer needed search visibility across its collections and a clearer relationship between each topic and its supporting pages.
The website also limited what the SEO program could deliver. Slow loading and restricted blog functionality made performance and content expansion ongoing priorities.
The SEO approach
Build around topics. Connect the relevant pages.
The documented strategy treated each collection’s subject as a distinct entity: a central topic with related pages that add context. Internal links connected those pages into a hub-and-spoke structure, helping search engines understand the relationships even where the URL structure did not reflect them.
Organize by topic
Focus each collection on a clear subject and connect it with relevant supporting pages.
Strengthen internal links
Use links between related pages to make the collection structure easier for search engines to follow.
Measure ranking depth
Review each collection’s keywords at position 1, in the top 3, in the top 10, and in the top 20, alongside traffic and impressions.
Organic search results
Broader keyword coverage. Growth across four collections.
The May–July review recorded 4,955 keywords gained, with growth across the ranking groups and particularly strong gains on page one. All four featured collections reported higher organic traffic.
| Collection | Traffic | Impressions |
|---|---|---|
| Collection A | +77% | +72% |
| Collection B | +97% | −5% |
| Collection C | +34% | +40% |
| Collection D | +65% | +18% |
Collection names are anonymized. These category-level results are separate from the sitewide traffic estimate.
More traffic can come from stronger rankings.
Collection B’s traffic rose 97% even as impressions fell 5%. Its click-through rate doubled, and its average ranking position improved to better than 12. Collection A’s average position was better than 10. These results show why traffic, rankings, and click-through rate need to be read together.
The next phase
Expand the content. Remove the technical constraints.
The review identified three priorities for further SEO investment. These were recommendations for the next phase of work.
About the numbers
How the SEO results were reported.
The 4,955-keyword gain covers the report’s May–July review. The 254% figure is the review’s stated Ahrefs organic traffic estimate, based on keyword positions and search volume. It represents estimated search traffic rather than measured analytics sessions; its exact comparison dates are not specified.
The four collection summaries report traffic, impressions, and ranking changes, but do not state their exact comparison dates. Their percentages are not combined with the sitewide estimate. Client, agency, and collection identities have been removed.