CASE STUDY · SEO GROWTH
#1 for a Category Head Term, Organic at 76% of Revenue
A large Indian consumer-electricals manufacturer's D2C shop site ranked #1 for its category's main head term, with organic search contributing 76% of revenue. Organic traffic grew 65% year on year over a three-month campaign.
- Client
- A large Indian consumer-electricals manufacturer (D2C shop site)
- Industry
- Consumer electricals / D2C
- Market
- India
- Project
- SEO growth
- Period
- Three-month campaign; traffic compared year on year
- My role
- Led the SEO strategy; delivered with my team at the time
OUTCOMES
The results
Direct commercial and organic search impact delivered during the engagement.
#1
Ranking for the category's main head term.
76%
Organic search's contribution to revenue.
+65%
Organic traffic, year on year.
BACKGROUND
The challenge
I led this campaign in a previous agency leadership role. The brand wanted its D2C shop site to rank for the main head term in its core product category and to drive online sales from it.
Head terms are the most competitive queries in a category, so winning one needed category pages, supporting content and links working together across both the corporate site and the shop site.
Client and agency not named for confidentiality. I led the strategy; the work was delivered with my team at the time.
EXECUTION
What we did
Keyword mapping for category pages
Recommended high-search-volume keywords for the category pages.
Category-specific content plan
Identified a set of blog topics specific to the category to support the main page.
Blogger outreach
Ran a two-month blogger outreach campaign.
Cross-site interlinking
Found and implemented interlinking opportunities between the corporate and shop websites.
On-page and schema
Advised on anchor text, heading tags and ItemList schema on category pages.
Competitor research
Benchmarked competitors' backlinks and content to see where the gaps were.
STRATEGIC LESSON
The takeaway
Head terms are rarely won by one page alone — the category page, the content around it and the links into it have to tell search engines the same story.
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