How E-Commerce SEO Helped a Ducting Store Keep Growing, Even in Year Five
Some SEO projects are quick wins. Others become long-term partnerships. This one? A bit of both.
Back in 2018, we started working with a UK-based e-commerce business selling ducting and extraction equipment. The niche was technical, the products were essential, and the competition was stiff, including Amazon, tool giants, and niche suppliers with deep marketing budgets.
The business had great customer service and strong offline credibility, but their organic presence didn’t reflect that. They wanted to fix it, and that’s where we came in.
Early Days: Good Strategy, Slow Execution
In the beginning, progress was slow. For the first several months, only a small fraction of our SEO recommendations were implemented. We’d send over technical fixes, product page improvements, new category structures, but only 15–20% made it live.
It wasn’t until their internal team shifted gears and started actioning more of our input (closer to 75–80%) that things really started to move. That’s when we began seeing traction in search rankings, traffic, and ultimately, conversions.
Our SEO Approach
We didn’t reinvent the wheel, just applied the fundamentals consistently:
- Researched keywords with strong buyer intent to match the niche industrial audience
- Rewrote and optimised product and category pages to reflect how people search
- Cleaned up technical issues that were blocking crawlability and slowing down the site
- Created helpful, non-fluffy content in the blog to support long-tail keywords
- Built links and citations from relevant industry sources, not spammy directories
- Regularly reviewed competitors to find missed opportunities and gaps
It wasn’t flashy, but it worked. Especially over time.
The Results (So Far)
SEO doesn’t always deliver instant results, but when it’s done right, it builds momentum. Here’s how the site has performed:
Since the start (2018 to 2023):
- +430% increase in organic users
- +480% growth in organic revenue
- +330% more transactions from organic
Year-over-year (April–July 2023 vs. same period in 2022):
- +20.26% increase in organic traffic
- +22.99% increase in revenue
- +25% more search impressions
- +19% more clicks from Google
The business now earns the majority of its sales through organic and direct traffic, with only a modest reliance on paid ads.
What’s Next?
Even in year five, the work isn’t done. We’re still publishing content, reviewing keyword performance, refreshing old pages, and refining UX for better conversion rates. The site keeps growing because the strategy keeps adapting.
It’s also proof that SEO, especially for e-commerce, doesn’t have to peak after a year or two. With the right foundation and ongoing improvements, it keeps delivering value long after the first round of work is finished.
Looking to Build Long-Term Organic Growth?
If you run an online store and want to grow traffic, improve conversions, and reduce your dependency on ads, we can help.
We’re Llamarketing, an SEO agency based in Leicester, working with businesses across the UK. We know this and that about e-commerce SEO and local search strategies that focus on real-world results, not just rankings.
Get in touch for a quick audit or just a conversation about what’s possible.
