Case Studies
Real results from real businesses.
Municipal Grand Hotel
Hotel SEO · Savannah, Georgia
Starting point
New hotel. New domain. Not indexed.
No search visibility. No existing traffic from Google.
The site needed to be discovered from zero.
What was done
Initial work focused on getting the site into Google properly and making it understandable.
- Pages indexed and crawlable
- Titles, headings and structure aligned to what the hotel actually is
- Clear signals around location (Savannah, Broughton Street, nearby landmarks)
- Content planned around how people look for places to stay, not generic hotel terms
At the same time:
- Supporting content added around the hotel, rooms and local area
- Internal linking tightened so key pages carried weight
- Google Business Profile and social activity used to support early discovery
Once the site started appearing in search:
- Pages gaining impressions were identified
- Those pages were strengthened with better targeting and internal links
- Additional content was added around terms already showing traction
Results
171,000+ users
Channel breakdown
- Organic search: 67,000
- Direct: 52,000
- Organic social: 40,000
- Referral: 36,000
What changed
Organic search became a primary source of traffic from a standing start.
As visibility increased:
- More users returned directly
- Brand searches increased
- Repeat visits grew
Direct traffic rose alongside organic growth, reflecting recognition rather than isolated activity.
My involvement
- Set the search direction from launch
- Shaped how the site was understood by Google
- Directed content based on real search behaviour
- Focused work on pages already gaining traction once data existed
This work contributed directly to organic traffic growth and the wider increase in returning users.
Outcome
- Site moved from no indexation and zero impressions or traffic to consistent organic traffic
- Strong presence for relevant hotel and location searches
- Sustained growth across multiple traffic sources
Artificial Green
Shopify SEO · E-commerce
Starting point
Artificial Green had an established Shopify store with a solid product range, but their search visibility wasn't reflecting the strength of what they were selling.
Traffic was coming in, but not at the level it should have been given the catalogue and demand.
What was done
Work focused on fixing how the site was understood by search engines and improving how products were surfaced.
Shopify structure
- Collection pages reviewed and tightened
- Product grouping aligned with how people actually search
- URLs, titles and headings adjusted to match search intent
Product visibility
- Product titles rewritten to reflect real search terms
- Descriptions expanded where needed to support relevance
- Image alt text aligned with product intent
Collection pages
- Turned into proper landing pages, not just product grids
- Added supporting copy to explain what sits in each category
- Internal links used to connect collections and products properly
Technical Shopify work
- Structured data reviewed and corrected
- Duplicate and thin pages reduced where possible
- Site kept clean so Google could crawl it properly
What changed
Products that weren't being picked up started appearing in search.
Collection pages began acting as entry points instead of dead ends.
Search visibility aligned more closely with the size of the product range.
Contribution
- Defined how products and collections should be structured for search
- Directed on-page changes across Shopify templates
- Aligned content with actual buying searches, not generic wording
Work was focused on making the existing catalogue perform, not adding unnecessary layers.
Outcome
- Improved visibility across product and category searches
- More consistent indexing of products
- Stronger entry points into the site through collection pages
The point
Most Shopify stores don't have a traffic problem so much as a structure problem. Once that is fixed, the existing products start doing the work they should have been doing all along.
UPS Solar
Solar SEO · UK National
Starting point
Established site with strong services and real demand behind it.
Traffic was there, but not aligned.
Too many visits coming from broad searches, low intent terms, and keywords that didn't lead to enquiries.
Large parts of the site were also disconnected.
- 128 location pages sitting as orphans
- Inconsistent tone across pages
- Design and content not pulling in the same direction
What was done
The work focused on tightening what already existed rather than rebuilding.
Keyword focus
- Shifted targeting away from broad, non-committal searches
- Prioritised high intent terms linked to enquiries
- Aligned pages with what people search when they're ready to act
Existing content
- Refined service pages to match intent more closely
- Removed vague language and made pages clearer
- Strengthened relevance without rewriting everything
Structure issues
- Identified and addressed 128 orphan location pages
- Brought them into the site properly through internal linking
- Made them part of a wider structure instead of isolated pages
Site consistency
- Unified tone across the site
- Aligned design and content so pages felt connected
- Introduced a more consistent look and feel without a full rebuild
New elements
- Added supporting content where gaps existed
- Introduced calculator tools to increase engagement and intent
What changed
Traffic became more focused.
Less noise. More relevance.
Pages began attracting users who were:
- Looking for installation
- Comparing options
- Closer to making a decision
Contribution
- Redirected keyword strategy toward enquiry-driven searches
- Improved how existing pages matched intent
- Fixed structural issues limiting visibility
- Brought consistency across content and design
Work was centred on making the site convert better, not just attract visits.
Outcome
- Increase in enquiries
- More qualified traffic
- Better alignment between search and service offering
The point
More traffic wasn't the problem.
Relevance was.
Once the site matched what people were actually searching for when they needed solar, the quality of visits changed.