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Case study · eCommerce

From ad spend to organic growth

A new category architecture, content built around search intent and optimisation for AI search engines for a sustainable fashion online store with 1,400 products.

ClientVelora
ServicesSEO · AI SEO · Content
Duration9 months
MarketSpain and Portugal
+182%Organic trafficIn 9 months
46%Sales from the organic channelPreviously 21%
64%AI queries citing the brandPreviously 4%
−24%Average acquisition costAcross all channels
Starting point

A catalogue with no search structure

The store relied on paid advertising for almost 80% of its sales. Acquisition costs rose every quarter, and the organic channel attracted little traffic beyond branded searches.

The categories mirrored the internal organisation by collection and season rather than what customers actually searched for. Filters generated more than 60,000 indexable URLs, and several categories competed with one another for the same queries.

Goals
  • Reduce dependence on paid advertising
  • Rank the categories with the highest demand
  • Appear in AI assistant recommendations
  • Retain rankings during the migration
Approach

What we did

  • 01Demand research

    More than 9,000 sector searches grouped by intent and cross-referenced with the catalogue and margins.

  • 02New architecture

    Demand-led categories, filters indexable only where they have their own search volume, and a complete redirect plan.

  • 03Intent-led content

    Category copy, buying guides and articles on materials and certifications, with verifiable data and sources.

  • 04AI SEO

    Structured data, mentions in trade media and monthly measurement in ChatGPT, Perplexity and Gemini.

Results

Results after nine months

Monthly organic visits18,400 → 51,900
Before
After
Organic channel share of sales21% → 46%
Before
After
AI queries citing the brand4% → 64%
Before
After
Process

Project phases

  1. Months 1–2

    Audit and demand

    Technical audit, cannibalisation analysis and keyword research.

  2. Months 2–3

    Architecture and migration

    New category structure, filter rules and redirects.

  3. Months 3–6

    Content

    Category copy, buying guides and supporting articles.

  4. Months 6–9

    Authority and AI SEO

    Media mentions, structured data and tracking in AI assistants.

They reorganised the store architecture and the category content. Organic traffic has multiplied, and we now appear in ChatGPT answers as well.

CBClara BenítezHead of eCommerce · Velora
Services applied

Disciplines in this project

SEO AI SEO Content and brand Digital PR
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