Contents of the case
Media
Initial data
Whole works
- /01 Increased organic traffic through the expansion into new product categories
- /02 Ranking in the top 10 search results in highly competitive categories
- /03 Fixes for critical technical issues on the Shopify platform that were limiting indexing
- /04 Improving domain authority in the Canadian segment of the web
Issues and general strategy
At the start of the project, the website had significant potential due to the age of the domain and brand recognition, but organic traffic metrics were low for a business of this scale. The main issue was “blurred” relevance: the store offers both fashion apparel and professional motorcycle gear. This created confusion in the category hierarchy and internal linking.
Technical analysis revealed typical Shopify issues: a large number of duplicate pages due to tags and filters, as well as slow loading speeds caused by an excessive number of installed apps. The promotion strategy focused on deep semantic segmentation and technical “cleanup” of the site.
What has been done
Semantic Core and Structure
We conducted a comprehensive review of the semantic structure, dividing it into two major categories: “Fashion” and “Motorcycle.” New niche subcategories were created, allowing us to precisely optimize landing pages for specific user intents. This led to an increase in the number of keywords in the TOP-20 to 1,820.
Technical Optimization
To eliminate duplicates, we implemented logic to automatically add the canonical tag to filter pages and parameter pages. We optimized the URL structure and configured Product microdata for all product pages. This allowed Google to display rich snippets (price, availability, rating), which significantly increased the CTR in search results.
Content Strategy and E-E-A-T
Given the nature of the products (the high cost of genuine leather and safety requirements for motorcycle gear), we updated the content with a focus on expertise. We added detailed descriptions of materials and safety certifications. On the blog, we published long-form articles on leather care and guides on choosing gear, which helped attract informational traffic that later converted into sales.
Backlink Profile
We focused on acquiring backlinks from niche media outlets and biker community forums. Outreach to local lifestyle blogs helped stabilize the site’s visibility, which grew from a single instance to a consistent level. We paid special attention to the quality of backlink sources, filtering out irrelevant resources.
Results
Over the course of a year of active operation, the project has shown rapid positive growth. Growth peaked during the spring season of 2026, when traffic reached its highest point-over 81,000 sessions. The distribution of search terms is particularly impressive: 150 queries rank first, and 812 queries are in the top 3.
| Options | At the start of the project | In 12 months | The difference |
|---|---|---|---|
| Organic traffic (months) | |||
| Organic traffic (months) | 24250 | 81830 | +237,4% |
| Conversion | |||
| Conversion | 0,85% | 1,42% | +67% |
| Visibility | |||
| Visibility | 1 | 2 | +100% |
| Top 10 Keywords | |||
| Top 10 Keywords | 312 | 1060 | +239,7% |
