SEO Case Study personalise-wholesaleblanks.co.uk

Executive Summary

• Sessions: 105.9K (+60,016)
• Engaged Sessions: 70.3K (+38,838)
• Users: 48.1K (+24,105)
• Views: 457.9K (+239,677)
• Avg. Engagement Time: 1m 22s (+73.6s)
• Engagement Rate: 66.36% (−2.2pp)
• Conversions: 6,200 (+6,226)
• Attributed Goal Value: £5.1M (+£5,058,589)
• Organic share of sessions: 54%
• Organic sessions: 56.6K (+46.3K) with 3.5K conversions (+3.5K)

Outcome: Technical fixes + entity-rich on-page updates + internal linking grew organic visibility (+823.99K impressions) and clicks (+16.75K), while average position improved by 6.2 places.

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Goals

1. Grow qualified organic sessions and assisted conversions.
2. Improve Search visibility (avg position & keyword coverage).
3. Build authority against large marketplaces while protecting brand intent.

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What We Did

Technical Foundation

• Removed indexation blockers; refined robots, canonical, and XML sitemaps.
• Improved Core Web Vitals (LCP/CLS) and compressed media/assets.
• Normalised duplicates on category & product templates.

On-Page Optimisation

• Re-wrote titles/H1s, entity-rich intros, and FAQs across priority categories.
• Implemented Product, Breadcrumb, and FAQ schema.
• Tightened internal linking: Guides → Categories → PDPs.

Content & Authority

• Launched buying guides for informational intent.
• Light digital PR/partner placements for contextual backlinks.
• Ongoing snippet testing from GSC to lift CTR.

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Results

1) Traffic & Engagement

• Sessions and engagement rose across the board; organic now leads the mix.

2) Organic Performance (by engine)

• Google: 53.4K sessions (+43.7K)
• Bing: 2.5K sessions (+2.1K)

3) Search Visibility (GSC)

• Clicks: 36.5K (+16.75K)
• Impressions: 1.1M (+823.99K)
• CTR: 3.3% (−3.4pp)
• Avg Position: 26.3 (↑ 6.2)

> Interpretation: Significant coverage & ranking gains. CTR dipped slightly as we expanded into more mid-tail terms—next steps focus on snippet tests.

4) Conversions & Goal Value

• Conversions: 6.2K (+6,226)
• Goal Value: £5.1M (+£5.06M)

5) Channel Mix

• Organic 54% · Direct 21% · Organic Social 20% · Paid 3% · Referral 2%

6) Competitive Semantic Gap

We benchmarked against amazon.co.uk and etsy.com to quantify long-tail opportunity.

• Common terms: 3,285
• Missing to pursue: 48,559,525
• Unique to brand: 324

> Takeaway: Huge long-tail runway—expand collections, variants, and FAQ content to compete where marketplaces are broad but intent is specific.

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What Moved the Needle

• Entity-rich category refresh → more impressions & mid-tail rankings.
• Schema + internal links → higher PDP discoverability and assisted conversions.
• CWV + crawl efficiency → broader indexation & faster recrawl cycles.
• Informational guides → captured early-stage queries and funneled traffic to commercial pages.