Case Study for an Ecommerce Website
Industry
E-Commerxce
Scope
Web
Duration
1 Year
Introduction
Cilamp.uk is an online e-commerce brand specializing in children’s sunglasses and accessories. The goal of this SEO project was to increase organic visibility, grow traffic, and improve keyword rankings for targeted product pages. At the start of the project, the website had limited search visibility, underperforming keyword positions, and a low click-through rate despite having a decent number of impressions.
By implementing a strategic SEO plan that focused on keyword optimization, content refinement, technical SEO improvements, and backlink building, we were able to significantly improve the site’s performance on search engines over time.
Challenge
Low Click-Through Rate (CTR): Despite gaining over 2.1 million impressions, the CTR was only 0.6%, indicating a mismatch between search intent and meta content or poor SERP appearance.
Average Position Lagging: The average position of 53.7 suggested that most keywords were ranking on pages 5 and beyond—far from being discovered by users.
Keyword Instability: The site had only 86 organic keywords, many of which were fluctuating heavily in position and not ranking in the top 10.
Seasonal Drops & Inconsistency: As seen in the Organic Keywords graph, the site experienced notable drops, especially around mid-year, likely due to algorithm updates or technical SEO issues.
Weak Product Page Optimization: Important transactional keywords like “girls’ UV sunglasses” and “get kids sunglasses” were ranking poorly despite having decent search volume.
Approach
Comprehensive Keyword Research:
Identified high-volume, low-competition keywords relevant to the niche (e.g., “sunglasses for girls”, “UV sunglasses for kids”).
Mapped keywords to their appropriate product and category pages to improve relevance.
On-Page Optimization:
Optimized title tags, meta descriptions, headers, and internal links to increase CTR and keyword relevance.
Improved content quality and added FAQs to boost topical authority.
Technical SEO Fixes:
Audited the site for crawl issues, indexing problems, and mobile responsiveness.
Enhanced page speed, fixed broken links, and ensured proper use of structured data.
Content Strategy:
Created supporting blog content to target long-tail informational keywords.
Linked blog posts to product pages to funnel traffic and improve internal authority.
Link Building:
Acquired high-quality backlinks through outreach, niche directories, and relevant parenting/children’s product blogs.
Diversified anchor texts and improved domain trust over time.
Performance Monitoring:
Regularly tracked keyword movements using SEMrush and Google Search Console.
Adjusted strategy based on keyword volatility and search trends.