🧱 SEO Case Study: Scaling Organic Growth for a Tile E-commerce Brand
Client: [Tile Ecommerce Platform]
Industry: E-commerce – Tile and Surface Materials
Project Duration: Sept 2023 – August 2024
Focus: On-page SEO, Site Architecture, Technical SEO, Content Strategy
Overview
This e-commerce client sells a wide range of tiles, including ceramic, porcelain, mosaic, marble, and more, across the U.S. While the product offering was strong, the website was underperforming in search results, particularly for transactional and long-tail keywords. The goal was to increase visibility for product and category pages, drive organic traffic, and enhance keyword rankings.
Objectives
Increase non-branded organic sessions.
Optimize collection and product pages for better search performance.
Build topical authority through blog content.
Resolve technical SEO issues affecting crawlability and relevance.
Challenges
Thin content across over 140 collection pages and 2,000 product pages.
No blog section to target informational queries or support internal linking.
Minimal keyword visibility in the top 10 positions.
On-page elements are not aligned with user search intent.
Strategy & Execution
🛠 Technical & On-Page SEO
Conducted a full SEO audit to prioritize indexable, high-converting pages.
Used AI tools to bulk-generate optimized meta titles and descriptions for ~2,000 product pages.
Structured product and category pages with better headings, keyword placement, and internal linking.
Created long-form SEO-friendly content for 140+ category pages.
Result: Many collection pages started ranking on Page 1 for relevant queries within 2–3 months.
📁 Site Architecture Redesign
Designed a scalable category structure to cover combinations like:
Tile Type + Room (e.g., “ceramic tiles for kitchen”)
Finish + Application (e.g., “glossy floor tiles”)
✍️ Blog Content Strategy
Built and launched a blog section.
Published 10 blogs per month targeting long-tail and how-to queries related to tile use, installation, and design.
Implemented internal linking between blogs and product/category pages.
Result: Blog traffic began contributing to ~800 monthly sessions within the first 2 months.
📈 SEO Performance (Jan 2024 – April 2025)
| Metric | Before | After |
|---|---|---|
| Avg Monthly Organic Traffic | 1,271 | 2,187 |
| Total Keywords Ranking | 4,638 | 6,400+ |
| Keywords in Top 10 | 145 | 243 |
| Keywords in Top 3 | 19 | 40 |
| Total Blogs Published | 0 | 60+ |
🔑 High-Performing Keywords Snapshot
| Keyword | Position (April 2025) |
|---|---|
| same tile floor and wall bathroom | 2 |
| should backsplash tile sit on countertop | 3 |
| backsplash to countertop transition | 4 |
| installing ledgestone | 5 |
| white zellige tile backsplash | 6 |
| ceramic wall tile bathroom | 7 |
| zellige tile for fireplace | 6 |
| herringbone kitchen backsplash tile | 5 |
All keywords are tracked via Ahrefs, showing consistent growth in both short-tail and long-tail rankings.
Tools Used
Ahrefs (Keyword research, ranking analysis, Site Audit)
Screaming Frog (SEO audit and internal linking)
Google Search Console (Performance monitoring)
Shopify CMS (On-site implementation)
Key Takeaways
Optimizing product-level meta elements in bulk can scale results quickly across large e-commerce catalogs.
A focused site architecture based on keyword intent significantly improves crawlability and UX.
Consistent blog content paired with smart interlinking drives top-of-funnel growth and supports rankings for commercial pages.
09 Sep 2023
Keywords
