+162% organic revenue for an Australian Shopify store
An Australian Shopify store selling outdoor and camping gear was spending heavily on paid ads and getting almost nothing from search. Over ten months we fixed the technical foundations, reshaped the collection pages and gave buyers a reason to find them, and organic became the channel they could count on.
Where the client started
This client ran a healthy online store selling outdoor and camping gear to customers right across the country. The catalogue was deep, the products were good and the brand had a loyal following. The problem was the cost of every sale. Almost all of their new business came from paid traffic, and as ad rates climbed each season their margins kept shrinking.
When we pulled their search numbers, the picture was stark. The store ranked for its own brand name and not much beyond that. People who already knew the company could find it, but the high-value searches that bring fresh buyers, the ones who type a product type into Google and compare options, were going to competitors. Non-brand organic traffic was a rounding error next to their ad spend.
Under the surface the store had technical trouble holding it back. Collection pages loaded slowly on mobile, where most of their visits came from. Filter and sort options were spinning up thousands of near-duplicate URLs that Google was crawling and indexing, which spread their ranking signals thin and wasted crawl budget on pages no shopper would ever search for. Canonical tags were missing or pointing the wrong way, and many product pages had only a line or two of description copied straight from the supplier.
The owners were clear about what they wanted. They needed organic search to start carrying real revenue so they could ease back on ad spend without losing sales, and they wanted their best collection and product pages showing up when buyers were actively shopping, not just when someone already knew the name.
// Snapshot
- Sector: outdoor and camping gear, Shopify.
- Market: Australia-wide online store.
- Problem: heavy ad reliance, weak organic.
- Goal: organic revenue, lower paid dependence.
- Window: ten months of work.
The work, step by step
We treated the store like the asset it was. First we cleared the technical clutter so Google could read the site properly, then we built up the collection and product pages and gave buying-intent searches something worth ranking.
Audit and keyword map
We mapped the searches real buyers use for each gear category, then matched every cluster to one collection or product page so the store stopped competing against its own URLs for the same terms.
Speed and Core Web Vitals
We trimmed the theme, deferred scripts the store did not need on first load and compressed oversized product imagery, which cut mobile load times and steadied the layout as pages rendered.
Crawl and index control
We stopped Google wasting effort on filtered and sorted URLs, set canonical tags pointing to the clean collection page and kept the crawl focused on the pages that actually earn sales.
Faceted navigation
We reworked how filters generate links so shoppers still get the full sorting experience while search engines see one strong page per collection instead of endless thin variations.
Collection page on-page
We wrote useful intro and supporting copy for the top collections, fixed headings and titles around how buyers actually search, and built clear internal links between related ranges.
Product page detail
We replaced thin supplier descriptions with original copy covering specs, fit and real use, improved titles and added review prompts so each product page could stand on its own in search.
Content for buyers
We published practical buying guides and comparison articles for high-intent questions, such as picking a tent for the conditions, and linked them straight through to the matching collections.
Schema and reporting
We added Product and Breadcrumb schema so listings showed price and rating in search, then reported each month on organic revenue, sessions and rankings against the paid baseline.
What changed over ten months
The figures below are representative of this engagement and reflect the kind of movement eCommerce SEO produces for a Shopify store that fixes its foundations and builds out the right pages. The headline was not one ranking, it was organic turning into a channel the owners could plan their budget around.
Before
- Organic ranking for the brand name and little else.
- Thousands of filter URLs indexed and diluting signals.
- Slow mobile collection pages and thin product copy.
- Nearly all new sales bought through paid ads.
After
- Forty-seven non-brand terms on page one of Google.
- One clean, strong page indexed per collection.
- Fast pages with original copy and rich listings.
- Organic carrying steady revenue beside the ads.
What we used to get there
This result came from a few of our core services pulling in the same direction rather than any single fix. Each one links through to the full service page if you want the detail.
Technical SEO
The foundation of the project: faster mobile pages, controlled crawling and indexing, fixed canonicals and tamed faceted navigation. See our services for the full picture.
On-page SEO
Reshaping collection and product pages around how buyers search, with original copy, sharper titles and clear internal links. Browse our services to see how this works.
Content
Buying guides and comparison articles for high-intent searches, written to answer real questions and feed shoppers into the right collections. Read more on our services page.
Structured data
Product and Breadcrumb schema so listings carried price and rating in search and stood out against plainer results. See the rest on our services.
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