B2C ecommerce site x Pollinate Marketing
Highlights
The brief
Client overview
This client is a B2C ecommerce business specialising in a niche product category. They were already well known among real-world buyers, with a loyal customer base and a strong reputation in their sector. But their online presence didn’t reflect that same authority, and people searching for their products digitally often couldn’t find them.
While they had a solid offline following, their website and digital footprint were limited. The challenge was to translate their real-world credibility into an online presence that could reach new customers and compete in search results. They needed their expertise and products to be discoverable where people were actively looking to buy.
Campaign goals
The goal of the campaign was to increase revenue through organic search. The client wanted their online presence to match the reputation they already had in the real world, making it easier for people to find their products and complete purchases. So every part of the campaign was designed with that in mind: turning searches into clicks, and clicks into sales.
To support that, we focused on boosting visibility for key product and category pages, making sure they were fully optimised and easy to navigate for both shoppers and search engines. We also created fresh blog content on topics the client hadn’t covered before, helping to establish the site as an authority in its niche. These efforts worked together to attract more qualified visitors, guide them toward relevant products, and ultimately increase conversions and revenue.
The work
When we started working with this client, the main opportunity was clear: their product and category pages needed a complete overhaul. Everything else — blogs, links, site structure — would follow from making the core pages actually work for search and for shoppers.
- Full audit: we ran a comprehensive audit using industry-standard tools and shared clear findings with the client.
- Technical improvements: we optimised site speed, structure, internal linking, and keyword placement across the site.
- Content creation: we produced complete guides for core topics, along with landing pages as needed, using a mix of AI-assisted and human-written content.
- Link building: we focused on the type of backlinks most relevant to the client’s niche to strengthen authority.
The core of the campaign was the product and category pages. They were essentially starting from scratch — no content, no schema, poor categorisation, and zero links from the blog or other areas of the site (or needless to say from external sources either). We started with the category pages, making sure they were well-structured, properly interlinked, and optimised for relevant keywords. Once the categories were solid, we moved on to the product pages, working closely with the client to prioritise the products that would have the biggest impact on traffic and revenue.
Alongside this, we built out complete guides for the client’s key topics. These guides not only helped answer questions potential customers were searching for, but also created a network of links that supported the product and category pages. By combining technical improvements, structured content, and strategic linking, we turned what had been a blank slate into a fully optimised online presence.
The result was gradual growth that just kept going. With the main pages structured, the content in place, and authority starting to build, the client was able to see measurable improvements in traffic, rankings, and ultimately revenue.
Results
16-month traffic data
By the end of the campaign, organic clicks had quadrupled. More people were finding the site, exploring the products, and taking the next step. Exactly what the client needed to turn their online presence into real sales.
YoY traffic data
ROI
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