Increased organic clicks by 54% through targeted category pages optimisation during a one-day ecommerce SEO engagement.
Project Overview
| Client | UK based games room & leisure equipment retailer |
| Engagement | One-day SEO retainer |
| Focus | Category pages optimisation |
| Outcome | +54% organic clicks, +67% CTR, improved average ranking from 21 to 16.1 |
The Challenge
The client wanted to improve the performance of their ecommerce category pages without committing to a long-term SEO retainer.
Rather than producing a lengthy strategy document, we focused on identifying practical improvements that could be implemented during a one-day SEO sprint.
My Approach
After reviewing the category pages, I identified several opportunities to improve how well they matched search intent and target keywords.
The work included:
✅️ Rewriting title tags
✅️ Aligning category names with target keywords
✅️ Fixing search intent mismatches
✅️ Adding/Improving category introduction copy
✅️ Removing unnecessary content that added little SEO value
The Results
Last 3 months vs previous 3 months
- Organic clicks: 2.6K → 4.01K (+54%)
- CTR: 0.6% → 1% (+67%)
- Average position: 21 → 16.1
- Impressions: 408K → 405K
Key Takeaway
One of the most interesting outcomes was that impressions remained almost unchanged.
The pages weren’t suddenly appearing for more searches. Instead, they became more relevant for the searches they were already eligible for, resulting in higher rankings, a better click-through rate, and significantly more organic traffic.
Need help improving your ecommerce category pages?
This project shows that meaningful SEO improvements don’t always require a large strategy or months of work. Sometimes, improving the fundamentals of the pages that already exist can have a measurable impact.
Learn more about my Ecommerce SEO Consulting services →