Case Study · E-commerce · Home & Hearth · Nov 2017 – Jul 2023
UK Stove Retailer
Six Years of Compounding Organic Growth
A UK specialist retailer of stoves, fireplaces, and heating appliances. Over six years, a sustained programme of technical SEO, content strategy, and link acquisition drove non-branded organic traffic from 1,500 visits per month to over 84,000 — more than 54x growth.
+5,402%
Non-Brand Traffic
Nov 2017–Jul 2023
Nov 2017–Jul 2023
+6,390%
Page 1 Rankings
Nov 2017–Jul 2023
Nov 2017–Jul 2023
84k
Non-Brand Visits/mo
at departure
at departure
854
Referring Domains
at departure
at departure
What I Did
- ▸ Technical SEO foundations — Conducted in-depth audits addressing crawl coverage, indexation, internal linking, and site architecture — establishing a clean technical base from which organic growth could compound.
- ▸ Content strategy — Identified and targeted high-intent seasonal and informational keywords across the client's product categories, building topical authority over time through structured content planning.
- ▸ Link acquisition — Grew the referring domain profile from 211 to 854 through targeted outreach, digital PR, and relationship building — increasing domain authority without relying on low-quality tactics.
- ▸ Keyword research — Mapped the full search opportunity landscape and prioritised targets by traffic potential and competitive difficulty, ensuring resource was focused where it would compound most effectively.
- ▸ Reporting and client communication — Built and maintained monthly reporting covering rankings, traffic performance, and technical health — translating SEO activity into clear business outcomes for stakeholder review.
Performance Data
Non-Brand Traffic
Non-brand
Joined
Total Organic Traffic
Total
Joined
Keyword Rankings
Pos 1–3
Pos 4–10
Joined
A note on data source. Ahrefs traffic estimates are widely known to undercount real performance — actual organic visits
consistently run higher than what Ahrefs reports. I've deliberately chosen to use Ahrefs data here
rather than sharing real analytics from a current employer or past client. Doing so without their
knowledge wouldn't sit right with me, and frankly, if you're a prospective employer or client, it
probably shouldn't sit right with you either. The trends shown are directionally accurate.
The real numbers are better.
Jonathan Blakemore · SEO Manager ← Back to all case studies