The brief
Home Essentials has a large catalogue spanning cookware, storage, kitchen, bathroom, furniture, furnishing and home décor. Organic search brought visits, but traffic was being treated as the final KPI.
The real goal
Turn Google searches into products discovered, carts created and revenue generated.
What the client needed
- Increase qualified organic customers
- Improve organic conversion rate
- Grow organic sales and revenue
- Increase clicks from existing search demand
What we did
We treated every category page as a shop window, not a landing page.
- Prioritised category pages that already had search demand
- Improved category copy, filters and internal linking so shoppers reach the right products faster
- Optimised product titles for how shoppers actually search
- Measured organic sessions all the way through to carts and orders in GA4
The results
SEO started driving shoppers deeper into the product journey:
- +42% qualified organic customers
- +32% organic conversion rate
- 68% organic sales growth in 2 months
- 146K organic clicks generated
Traffic was never the goal. Carts were.
What made the difference
Measuring SEO by sales instead of sessions changed which pages we worked on first, and that is what moved revenue.