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
- Grow qualified organic sessions and assisted conversions.
- Improve Search visibility (avg position & keyword coverage).
- 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.
