What We Were Solving
How We Built It
Full technical SEO audit fixing 247 issues. Product schema markup across 186 pages. Mobile speed improved from 5.4s to 2.1s. Keyword strategy covering 340 target keywords. Unique category and product descriptions. Content programme: 2 blog posts/week for 6 months. GEO-optimised content with FAQ schema. Link building via SA health and fitness publications.The Challenge
An online retailer was spending R40,000 per month on Google Ads with zero organic traffic. Every sale depended on ad spend. When they paused ads for two weeks during a cash flow squeeze, revenue dropped to almost nothing. They needed an organic channel that would generate traffic without ongoing ad costs.
Our Approach
We started with a full technical SEO audit. The site had duplicate content across product variants, no XML sitemap, missing schema markup, and category pages with zero unique content. We fixed the technical foundation first, then built a content strategy around buyer search terms.
The Solution
- Technical audit and fix: canonical tags, sitemap, robots.txt, schema markup
- Rewrote 50 product descriptions with unique, keyword-targeted content
- Added 200-word unique content blocks to all category pages
- Monthly blog content targeting buyer research queries
- Internal linking structure connecting blog posts to product pages
- Google Business Profile optimisation for local search visibility
Results
Within four months, organic traffic grew from near zero to 2,400 monthly sessions. Product pages started ranking for commercial keywords. The client reduced ad spend by 30% while maintaining the same revenue because organic traffic filled the gap. By month six, organic was driving 35% of total revenue.