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118118.com

ECOMMERCE SEO CASE STUDY

How we helped Alza grow high-intent organic traffic and improve revenue-ready visibility

This case study outlines the exact technical, content, and authority work used to turn inconsistent ecommerce performance into predictable growth across commercial categories.

See outcomes

Sector: eCommerce

Focus: Revenue keywords, category growth

Markets: UK and Germany

Commercial Efficiency: UK Average Order Value: +32.09% Germany Transactions: +78.89%

User Growth: UK Sessions: +23.93% UK Users: +26.27% Germany Sessions: +37.63%

The Challenge

Alza had strong products and a credible brand, but organic performance was inconsistent. Some categories performed well while others plateaued, and growth was constrained by a mix of technical friction, thin commercial coverage, and weak internal pathways for high-intent traffic. • Category pages not capturing the full breadth of commercial intent • Indexation and crawl budget wasted across low-value URLs • Internal linking not directing authority to priority categories • Content not aligned to how buyers actually search • Authority signals not concentrated where revenue lives

Our approach

We applied an e-commerce-first SEO framework built around three pillars. Each pillar removes a different growth ceiling, and together they create compounding gains.

What we actually did

Outcomes (first 6 months):

Revenue Growth Germany: +44.89% UK: +34.19%

Organic Traffic Search Growth: UK: +38.81% Germany: +23.06%

Commercial visibility that translates into revenue Category page growth without cannibalisation Predictable performance against seasons and promotions Search demand capture at every stage of intent

What we optimised for

1) Technical foundations • Indexation and crawl control for large catalogues • Template improvements for categories and PDPs (where applicable) • Canonicalisation, parameter handling, and duplication controls • Core Web Vitals basics and page speed hygiene

2) Demand capture content • Category page intent mapping and on-page restructuring • Commercial subcategory expansion based on search behaviour • Supporting guides that feed the money pages, not vanity blogs • Copy improvements to reduce bounce and improve conversion intent

3) Authority and trust • Authority distribution to priority categories • Digital PR style placements aligned to product and sector relevance • Clean link acquisition designed to withstand scrutiny • Entity reinforcement across key brand signals (where needed)

Technical • Resolved index bloat and tightened crawl priorities • Reviewed duplication patterns across catalogue URLs • Improved internal linking architecture for top categories • Identified and removed friction points affecting discovery

Content and structure • Rebuilt key category pages around buyer intent • Introduced subcategory coverage to capture long-tail demand • Added supporting content that funnels into categories • Improved page layouts for scannability and conversion cues

Authority • Secured relevant editorial links to priority sections • Balanced brand and commercial anchors naturally • Strengthened topical relevance via contextual placements • Focused on quality and longevity, not volume

Key principle Ecommerce growth usually breaks when traffic is treated as the goal. We optimised for commercial intent and authority flow into the pages that actually drive revenue. Learn how moving from a visibility-first model to a revenue-first ecommerce SEO strategy ensures that search authority is concentrated on high-margin “revenue corridors”.

Proof and outcomes The result was a more stable performance profile across priority categories, stronger commercial keyword coverage, and a clearer path from search demand to revenue.

“We chose to work with Digitalhound because they offer us the right level of marketing expertise, great communication and a closely shared view of how we want to develop our brand going forward” Jiri Maly, International Marketing Director Alza

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Why This Approach Works For Ecommerce

It respects catalogue reality Indexation control, duplication prevention, and crawl prioritisation are treated as core levers, not afterthoughts.

It builds money-page relevance Category pages become the centre of gravity, supported by content that drives buying intent, not vanity metrics.

It concentrates authority Authority is directed into revenue- producing sections so rankings translate into measurable commercial outcomes.

FAQ

1. What type of ecommerce sites do you typically support? We support established ecommerce businesses that need predictable organic growth across categories, including retailers, marketplaces, and niche product brands. 2. How long does ecommerce SEO take to show meaningful results? It depends on starting position and catalogue complexity. Early wins can appear within weeks, but compounding gains typically build over 3 to 6 months. 3. Do you focus on traffic or revenue? Revenue-ready demand. Traffic is useful only when it is aligned to commercial intent and the internal pathway supports conversion.

3. Do you focus on traffic or revenue? Revenue-ready demand. Traffic is useful only when it is aligned to commercial intent and the internal pathway supports conversion. 4. Do you offer fixed packages? No. We scope work around commercial impact, catalogue size, and the growth ceiling we are removing.

Want this framework applied to your ecommerce site? If you share your site and your priority categories, we will tell you where the growth ceiling is and what removing it looks like.

Quick Fit Check

• Established Ecommerce Business • Multiple Categories Or Product Lines • Ambition To Grow Non-brand Commercial Demand • Wants Predictable Growth, Not Random Wins

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Contextual explanation: While average order value in Germany decreased by 24.24%, this was offset by a 78.89% increase in transactions, resulting in a net 44.89% uplift in revenue within six months. Additional context: Growth was delivered in highly competitive markets, including competition from Amazon and Curry’s.

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top-search-engine-optimization-agencies-London

ECOMMERCE SEO CASE STUDY

How we helped Alza grow high-intent organic traffic and improve revenue-ready visibility

This case study outlines the exact technical, content, and authority work used to turn inconsistent ecommerce performance into predictable growth across commercial categories.

Sector: eCommerce

Focus: Revenue keywords, category growth

Markets: UK and Germany

See outcomes

Request a Consult

Outcomes (first 6 months):

Revenue Growth Germany: +44.89% UK: +34.19%

Organic Traffic Search Growth: UK: +38.81% Germany: +23.06%

User Growth: UK Sessions: +23.93% UK Users: +26.27% Germany Sessions: +37.63%

Commercial Efficiency: UK Average Order Value: +32.09% Germany Transactions: +78.89%

The Challenge

Commercial visibility that translates into revenue Category page growth without cannibalisation Predictable performance against seasons and promotions Search demand capture at every stage of intent

What we optimised for

Our approach

We applied an e-commerce-first SEO framework built around three pillars. Each pillar removes a different growth ceiling, and together they create compounding gains.

What we actually did

Proof and outcomes The result was a more stable performance profile across priority categories, stronger commercial keyword coverage, and a clearer path from search demand to revenue.

Why This Approach Works For Ecommerce

It respects catalogue reality Indexation control, duplication prevention, and crawl prioritisation are treated as core levers, not afterthoughts.

It builds money-page relevance Category pages become the centre of gravity, supported by content that drives buying intent, not vanity metrics.

It concentrates authority Authority is directed into revenue- producing sections so rankings translate into measurable commercial outcomes.

FAQ

4. Do you focus on traffic or revenue? Revenue-ready demand. Traffic is useful only when it is aligned to commercial intent and the internal pathway supports conversion. 5. Do you offer fixed packages? No. We scope work around commercial impact, catalogue size, and the growth ceiling we are removing.

Want this framework applied to your e-commerce site? If you share your site and your priority categories, we will tell you where the growth ceiling is and what removing it looks like.

Quick Fit Check

• Established Ecommerce Business • Multiple Categories Or Product Lines • Ambition To Grow Non-brand Commercial Demand • Wants Predictable Growth, Not Random Wins