Ecommerce SEO Case Study
Oz Hair & Beauty Ecommerce SEO
An ecommerce SEO program focused on technical indexation, product-led content and organic revenue growth.
Campaign Overview
Scaling Ecommerce SEO Around Revenue
Oz Hair & Beauty engaged Intellar to scale its ecommerce SEO performance, with a clear focus on generating more revenue from organic search.
We began by reviewing indexation coverage and crawl bloat. Large ecommerce sites can create too many low-value URLs, making it harder for search engines to prioritise important product and category pages.
Once the technical fixes were in place, we created content around granular, product-led search terms and linked it back to the relevant commercial landing pages.
Each page was built to serve a distinct search purpose. We then scaled that system across the site. Over the following six months, the campaign produced the results below.
Result Snapshot
Measured SEO Movement
Organic search generated materially more revenue across the year-on-year comparison.
More qualified visitors reached product, category and supporting content pages.
Hundreds of additional keywords moved onto page one during the campaign.
Broader keyword coverage expanded the site’s total organic search footprint.
Campaign Story
From Search Problem To Measured Outcome
The Search Problem
- The site needed stronger ecommerce SEO performance with revenue as the main measure.
- Indexation coverage and crawl bloat were limiting how effectively important pages could perform.
- The content system needed to support product and category demand rather than sit away from the buying path.
What Intellar Changed
- Audited indexation coverage and crawl bloat across ecommerce templates.
- Implemented technical fixes that helped search engines focus on the right product and landing pages.
- Created content around granular product-led searches and linked that content back to commercial pages.
What Improved
- Organic revenue increased by 41.6% YoY.
- The site added more than 1,100 total ranking keywords and over 250 page 1 rankings.
- Supporting content generated around 250 clicks per day from the new page set alone.
SEO Takeaway
What This Result Shows
Ecommerce SEO needs technical control and content that feeds category and product pages, not disconnected blog traffic.
The revenue movement came from fixing how search engines accessed the site and then building content around product-led demand that could support commercial landing pages.
More Work
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