Anonymous client case study
How a Pottery Equipment Ecommerce Brand Increased Organic Search Revenue by 87%
The client generated $856,897.85 from Organic Search in 2024, adding $398,497.54 in tracked revenue compared with 2023.
+86.93%
Organic search revenue growth
January 1 to December 31, 2024 vs. 2023
$856,897.85
2024 organic revenue
+86.93% vs. 2023
216,444
2024 active users
+80.38% vs. 2023
2,213,538
2024 event count
+58.88% vs. 2023
01
What the client wanted from SEO
The client wanted to show up for every type of equipment its catalog could serve, primarily kilns, ovens, furnaces, and other pottery-related equipment. That meant building a clear commercial destination for each valuable product and keyword group instead of relying on broad category pages to rank for everything.
The second goal was to reach buyers earlier. Customers in this category read extensively before making a high-ticket purchase, so the client needed to appear for the questions people ask at every stage of the buyer funnel, from early research through final product selection.
02
The SEO strategy
We mapped a dedicated collection page to each keyword group the product catalog could satisfy. For example, metal belt grinders represented approximately 5,000 monthly searches, so we created a focused metal belt grinders collection that brought all relevant product SKUs into one commercial landing page.
We optimized every collection page around its parent keyword in the title tag and H1, then added a useful collection description and FAQs. We also reverse-engineered customer questions using internal customer data alongside Ahrefs and Semrush research, turning the strongest middle-of-funnel and top-of-funnel searches into a structured blog strategy.
- Create one collection page for every serviceable commercial keyword group across the catalog.
- Place the parent keyword in the title tag and H1, then support the page with an original collection description and FAQs.
- Use internal customer data, Ahrefs, and Semrush to identify the questions buyers ask before choosing pottery equipment.
- Publish middle-of-funnel content that helps buyers compare equipment, applications, specifications, and purchase options.
- Publish top-of-funnel content that captures early research and introduces the right next commercial step.
- Build two to four relevant links each month to strengthen priority collections and supporting content.
- Run a digital PR campaign in the background to increase site-wide authority for more competitive searches.
03
The result
The client generated $856,897.85 from Organic Search in 2024, compared with $458,400.31 in 2023. That is $398,497.54 in additional tracked revenue and 86.93% year-over-year growth.
Organic Search active users increased from 119,995 to 216,444, an 80.38% increase. Event count rose from 1,393,244 to 2,213,538, up 58.88%. Key events increased from 2,392 to 26,174, up 994.23%, while the session key event rate improved from 0.47% to 1.43%.
Ahrefs showed 11,548 non-branded organic keywords on December 31, 2024. The five-year trend also shows how estimated organic traffic expanded through the end of the case-study period, while the keyword evidence highlights gains across product searches and research-led queries.
Organic Search revenue in GA4
January 1 to December 31, 2024 vs. 2023
Five-year organic traffic trend
January 1, 2020 through December 31, 2024
Total rankings and non-branded traffic gains
December 31, 2024 vs. August 20, 2024
11,548
Non-branded keywords on Dec. 31, 2024
15
Non-branded traffic gains shown
+796
Largest keyword traffic gain
With the client brand excluded, Ahrefs reported 11,548 organic keywords on December 31, 2024.
The table below shows 15 of the strongest non-branded estimated traffic gains available in Ahrefs, spanning high-intent equipment searches and the research questions buyers ask before purchasing.
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