Home appliances webshop
Optimisation of a webshop with approximately 1,800 home-appliance products. The client had been quietly losing market share for two years and depended on Google Ads for nearly 70% of traffic.
Situation at the start
When the client contacted us, the webshop had been struggling for some time. Organic traffic had been slowly declining for two years, and the vast majority of customers came from Google Ads campaigns that the whole business depended on. Every month the ads bill grew larger and the organic share kept shrinking.
What we did during the project
SEO audit
Detailed audit uncovered 36 critical issues ranked by urgency with clear fix instructions. Inside the audit we proposed a new webshop structure aligned with business goals.
Audit implementation
Executed every change by priority with continuous QA that each change produced the expected result.
New webshop structure
Implemented the new 3-level structure (was 7 levels deep) and moved existing products into the new categories. Set redirects from old categories to preserve rankings.
Schema markup
Added schema on every category and product so Google results show extra info (price, availability, rating) and lift CTR.
Content writing
Product and category copy plus 22 detailed buyer's guides for home appliances that ranked for informational queries the competition had missed.
Authority building
Continuous work on brand authority to make the webshop a niche reference, with citations and content placements that compound month over month.
Link building
Wrote articles for portals and niche-relevant websites and prepared them for publication.
Concrete activities
Numbers that speak for themselves
Why this project worked
The project started with a detailed SEO audit that identified 36 critical issues and proposed a completely new structure. We then implemented every recommendation, deployed the new 3-level structure with redirects from old URLs, added schema across categories and products, and shipped quality copy plus 22 detailed buying guides. In parallel we kept building domain authority through link building and placements on niche portals.
The result speaks for itself: organic traffic grew 312%, ads dependency dropped from 68% to 24%, and the client achieved 6.4× ROI in the first 9 months. The shop is no longer one Google Ads bill away from collapse.
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