B2C SEO & Content Strategy
Executed end-to-end SEO strategy for an online retailer — grew organic traffic by 280% and first-page rankings from 12 to 85 keywords in 6 months.
The Challenge
An online retailer in the fitness equipment space was almost entirely dependent on paid ads for traffic. Organic accounted for less than 10% of visits, and most of that was branded. 73% of their 1,200-product catalogue had no metadata, duplicate title tags, and thin product descriptions copied from manufacturer spec sheets.
What We Built
We executed a 6-month SEO overhaul: technical audit and fix (crawlability, site speed, duplicate content, schema), category page content expansion, product description rewrites for top-200 SKUs, a content hub with 40+ buying guides and comparison articles targeting mid-funnel searches, and a link-building campaign targeting fitness media and affiliate sites.
How It Works
The retailer was paying ₹8–10 lakh per month in Google Ads to drive traffic that should have been arriving organically. A competitor analysis showed their top 5 rivals ranking for thousands of keywords on content and category pages the client had never prioritised.
Technical SEO came first. A crawl audit revealed 340 duplicate title tags, 89 pages with no meta descriptions, 1,200+ product pages with thin content (under 150 words), and 3 JavaScript rendering issues preventing Googlebot from indexing key product content. We resolved all of these over the first 6 weeks.
Category pages were the highest-leverage content investment. Each major category (treadmills, dumbbells, resistance bands, etc.) received a 600–800 word expert introduction, FAQ schema, buying guide content, and internal links to relevant product pages. Category pages now rank for broad category terms that previously sent traffic to paid ads.
The content hub — a structured set of buying guides, comparison articles, and exercise how-tos — targets the mid-funnel queries buyers use before searching product-specific terms. Articles like 'Home vs Commercial Treadmill: Which Should You Buy?' now rank on page 1 and drive hundreds of qualified visitors monthly.
Link building focused on fitness publications, YouTube fitness creators, and affiliate review sites. 34 editorial backlinks from domain authority 40+ sites in the first 6 months contributed to the domain authority improvement that lifted the entire site's ranking potential.
