In this case study, I explain how I helped an e-commerce brand increase organic traffic by over 100% using a structured SEO strategy focused on category pages, on-page optimization, and search intent alignment.
This project is a good example of how SEO delivers results when it is planned around business goals, not just rankings.
Business Challenge
The website was active and selling products, but organic growth was slow and inconsistent.
The main issues were:
- Category pages were not ranking well
- Organic clicks were low despite impressions
- Content was not aligned with search intent
- SEO efforts were scattered and reactive
Simply adding more content or keywords was not going to fix the problem.
SEO Goals
Before starting execution, the goals were clearly defined:
- Increase organic traffic from high-intent keywords
- Improve click-through rate (CTR) from Google search
- Strengthen category and product page visibility
- Build a scalable SEO structure for long-term growth
SEO Strategy & Execution
1. SEO Audit with Growth Focus
Instead of doing a generic SEO audit, I focused on:
- Pages already getting impressions but low clicks
- Keywords with commercial and transactional intent
- Category pages with ranking potential
This helped prioritize work that could deliver faster impact.
2. Category Page Optimization (Core Focus)
Category pages were treated as the main traffic drivers.
Actions taken:
- Optimized H1, H2, and page structure
- Improved category descriptions for clarity and relevance
- Updated meta titles and descriptions to improve CTR
- Strengthened internal links pointing to category pages
This helped search engines better understand page relevance.
3. Search Intent–Based Content Mapping
Content was reorganized based on user intent, not just keywords:
- Informational blogs supported category pages
- Commercial pages focused on buying intent
- Duplicate and overlapping content was cleaned up
This reduced keyword cannibalization and improved topical authority.
4. On-Page SEO Optimization at Scale
A repeatable on-page SEO framework was applied across 50+ pages, including:
- Optimized meta titles and descriptions
- Clean URL structure
- Proper heading hierarchy
- Internal linking improvements
This made SEO execution consistent and scalable.
Results Achieved
After consistent optimization, the website achieved:
- 100%+ year-over-year organic traffic growth
- 43% increase in organic clicks
- 21.4% improvement in average CTR
- Improved rankings for category and product keywords
- Better engagement from organic users
The growth was sustainable and not dependent on ads.
Key SEO Learnings
- Category pages are critical for e-commerce SEO
- Ranking alone is not enough; CTR matters
- Search intent alignment improves both traffic and conversions
- SEO works best when execution follows a clear framework
Conclusion
This project shows how structured SEO execution can drive real growth for e-commerce websites.
Instead of chasing rankings, the focus was on:
- Search intent
- Page relevance
- Scalable optimization
That approach led to measurable and long-term results.