Case studies

The full story behind two of the numbers

Written the way I would present them internally: what was broken, what we shipped, and what it did to traffic, rankings and revenue.

E-commerce

D2C Skincare Brand

+0

Keywords ranked

+0%

Organic traffic

+0%

Organic revenue

The challenge

Organic revenue had been flat for four quarters while paid spend climbed. Category pages were being outranked by their own filtered duplicates.

SEO audit

A full crawl surfaced 42,000 indexable faceted URLs, 61% of the site's crawl budget spent on parameters, and 300ms of render-blocking JS on every PDP.

Strategy

Consolidate crawl signals onto 180 canonical category pages, then rebuild internal linking so authority flowed from the blog into commercial templates.

Implementation

Shipped in three two-week sprints alongside the in-house dev team, each fix released behind a flag and measured in isolation.

Technical fixes shipped

  • robots.txt parameter rules + canonical consolidation
  • Server-rendered collection pages replacing client-only rendering
  • Image CDN with AVIF and explicit dimensions (CLS 0.21 → 0.02)
  • Breadcrumb and Product schema across 4,200 PDPs

Organic sessions (thousands / month)

Monthly sessions

41,000116,000

Top-10 keywords

92360

LCP (seconds)

4.1s1.6s

Tools used

  • Screaming Frog
  • Google Search Console
  • GA4
  • Ahrefs

Key learnings

Crawl budget problems are almost always self-inflicted. Fixing parameter handling before adding content compounded every later win.

SaaS

B2B Analytics SaaS

+0

Keywords ranked

+0%

Organic traffic

+0%

Organic revenue

The challenge

Strong brand demand, almost no non-branded visibility. Competitors owned every 'alternative' and 'vs' query in the category.

SEO audit

Content covered top-of-funnel topics exclusively. Zero comparison pages, no integration directory, and a blog with 40% of posts in decay.

Strategy

Own bottom-funnel intent first: comparisons, alternatives, integrations. Then refresh decaying posts and link them into the new hub.

Implementation

One editorial hub launched per month with a repeatable brief template and SME review loop.

Technical fixes shipped

  • 60-page comparison and integrations hub
  • Cannibalisation merge across 34 overlapping posts
  • FAQ and SoftwareApplication schema
  • Programmatic internal linking by topic entity

Organic sessions (thousands / month)

Monthly sessions

18,00058,800

Top-10 keywords

55367

LCP (seconds)

2.9s1.4s

Tools used

  • SEMrush
  • Google Search Console
  • GA4
  • Screaming Frog

Key learnings

Bottom-funnel pages compound faster than blog volume when brand demand already exists.