The project focuses on improving visibility, traffic, and conversions for an underperforming e-commerce store struggling with low organic reach and poor product page rankings.
The Challenge
The e-commerce website was facing several critical SEO issues:
Low organic traffic despite having 100+ products
Product pages not ranking for transactional keywords
Poor internal linking structure
Duplicate/thin product descriptions
Technical SEO issues affecting crawling & indexing
Weak backlink profile
No optimisation for AI search (AEO / LLM SEO)
As a result, the website had:
Minimal keyword visibility
Low conversion rate
High dependency on paid ads
SEO Strategy & Execution
1. In-Depth SEO Audit
We started with a full e-commerce SEO audit covering:
Technical SEO (crawlability, indexation, site speed)
On-page SEO (content, metadata, keyword targeting)
Competitor gap analysis
Product and category page structure
Internal linking issues
Outcome: Identified 40+ critical SEO issues affecting performance.
2. Keyword Research for E-commerce
A detailed keyword strategy was developed focusing on:
Transactional keywords (buy, best, price, deals)
Long-tail product keywords
Category-level keywords
Informational blog keywords for funnel traffic
Example:
Primary: “buy [product] online”
Secondary: “best [product] UK”, “affordable [product]”
3. Product Page Optimisation (High-Converting SEO)
Each product page was optimised with:
SEO-friendly titles (keyword + intent driven)
Unique product descriptions (no duplicate content)
Structured headings (H1, H2, H3)
FAQ schema for AEO (Answer Engine Optimisation)
Conversion-focused content (benefits, USPs, trust signals)
Key Upgrade:
Product pages were rewritten to be both:
Search engine friendly
LLM/AI search optimised (AEO-ready)
4. Category Page Optimisation
Category pages were transformed into powerful landing pages:
Added 300–800 words of SEO content
Optimised for primary commercial keywords
Included internal links to products
Added FAQs for voice and AI search
5. Technical SEO Improvements
Fixed crawl errors and broken links
Improved Core Web Vitals (speed optimisation)
Implemented proper URL structure
Added schema markup (Product, Breadcrumb, FAQ)
Optimised mobile usability
6. Internal Linking Strategy (Silo Structure)
A strong internal linking system was implemented:
Category → Product linking
Blog → Product linking
Blog → Category linking
Homepage → Key money pages
This helped:
Improve crawl efficiency
Boost rankings for important pages
Distribute link authority effectively
7. Content Strategy (Blog + SEO Funnel)
Created SEO-optimised blog content targeting:
Informational keywords
Comparison keywords
“Best of” and buying guides
Each blog post included:
Internal links to products
CTA buttons for conversions
FAQ sections for AEO
8. Off-Page SEO & Authority Building
High-quality backlinks from niche-relevant websites
Guest posting strategy
Brand mentions and citations
Anchor text optimisation
9. AEO & AI Search Optimisation
To future-proof the website, we implemented:
Structured FAQ content
Conversational keyword targeting
Schema markup for AI readability
Content formatted for featured snippets & LLM extraction
Key Wins
Product pages started ranking for buyer-intent keywords
Category pages became major traffic drivers
Blog content generated top-of-funnel traffic
Website became less dependent on paid ads
Fully optimised for both Google SEO + AI search (AEO)
What Makes This Strategy Different?
Unlike traditional SEO, this approach combines:
E-commerce SEO best practices
Conversion Rate Optimisation (CRO)
AEO (Answer Engine Optimisation)
AI Search Optimisation (LLM SEO)
This ensures visibility not just on Google, but also on:
AI search engines
Voice search
Featured snippets
Conclusion
This case study demonstrates how a structured and modern SEO strategy can transform an e-commerce website into a high-traffic, high-converting revenue machine.
By combining:
Technical SEO
Content strategy
Product optimisation
AI-focused SEO (AEO)