Niche E-Commerce Brand (Anonymous)
Duration:
Mar 2022 – Dec 2024
Goal
Build a scalable organic growth engine through structured SEO and site optimisation
Project Background
Built organic search presence from scratch for a D2C lifestyle fragrance brand. Starting from just 44 clicks/month in March 2022, the site grew to 6,125 clicks/month by November 2024 — a 33-month compounding SEO story across three distinct growth phases.
Key Performance Metrics (2022-24)
+13,811
%
Clicks Growth 44 → 6,125 per month
+112,000
%
Impressions Growth 423 → 476,316
9,963
%
Peak Monthly Users Dec 2024
11.5
%
Best Avg Position Dec 2024
2.10
%
Peak CTR May 2024
95
%+
New User Ratio Consistent
Tools Used
Tool No. 01
GSC
Tracks organic impressions, clicks, CTR, and average position. Used to monitor crawl coverage, identify keyword opportunities, and flag indexing issues throughout the project.
Tool No. 02
Analytics
Used to measure user behaviour, traffic sources, session quality, and conversion signals. Primary tool for validating SEO impact beyond rankings.
Tool No. 03
Semrush
Used for keyword research, competitor gap analysis, backlink auditing, and tracking position changes over time across the target keyword clusters
Tool No. 04
Screaming Frog
Crawled the site to surface technical issues — broken links, missing meta tags, duplicate content, redirect chains, and crawl depth problems
The Challenge
- Zero domain authority — starting from absolute scratch
- Competitive fragrance / perfume keyword space
- Avg position 17–25 throughout 2022 (Page 2–3)
- Low CTR at scale (1.0%) despite growing impressions
- Post-Jan 2023 consolidation required strategy pivot
Strategy Deployed
- Keyword clustering: fragrance notes, occasions, gender, price
- Topical authority via guides, comparisons, gift occasion content
- Schema markup: Product, Review, BreadcrumbList
- Seasonal content: Diwali, Christmas, Valentine’s Day
- Backlink earning through fragrance communities & lifestyle media
- Site speed and Core Web Vitals optimisation
Summary
| Metric | Start (Mar 2022) | End (Dec 2024) | Growth |
|---|---|---|---|
| Monthly Organic Clicks | 44 | 5,676 (peak 6,125) | +13,800% 🚀 |
| Monthly Impressions | 423 | 453,312 (peak 476K) | +107,162% |
| Average CTR | 10.4% (tiny volume) | 1.30% at scale | Peak: 2.10% (May’24) |
| Average Position | 18.4 | 11.5 (best ever) | +6.9 positions |
| Monthly Users | — | 9,963 (Dec 2024) | +28% YoY (Dec’23 → Dec’24) |
| New Users Ratio | — | 95.6% (Dec 2024) | Consistent new audience growth |
| 2024 YoY Click Growth | — | +148% (Nov/Dec) | All H2 2024 months +100% YoY ✅ |
Behind the numbers
Curious how this growth was achieved?
From keyword clustering to Core Web Vitals — see the exact strategy that drove 33 months of compounding growth.
Got an e-commerce store?
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