The Challenge
Georgiana Scott partnered with Terrier Agency to grow the brand’s online presence through targeted SEO. The priority was clear: the site’s key category pages — the pages most likely to convert browsers into buyers — needed to capture more high-intent organic traffic in a competitive search landscape. Category pages carry the most direct commercial intent on any e-commerce site, so growing their visibility was the fastest route to meaningful revenue impact from organic search.
Our Approach
We built a structured, category-level optimisation strategy focused on the pages most valuable to the business.
The work began by identifying the key category pages with the highest commercial value and growth potential. From there, on-page optimisation aligned each category page with the search queries its audience was actually using, while relevance and authority signals were built to improve ranking positions across organic search results.
Performance was measured against baseline throughout — because organic search is not a short-term channel, and gains compound as authority and relevance signals accumulate across a domain.
The Results
The campaign delivered a 63%+ increase in organic traffic to key category pages across the site. That uplift is not a vanity metric: it represents a substantial increase in high-intent visitors arriving at the pages most likely to convert, reduced dependence on paid acquisition for category-level traffic, and stronger long-term search visibility as rankings stabilise and compound over time.
Why Category Pages Came Before Anything Else
Terrier’s SEO process ranks pages by commercial value before deciding where to spend effort; for an ecommerce site that means category pages first, since they carry the most direct buying intent of any page type. The 63%+ increase in organic traffic to those pages is a visibility number; the 55% increase in organic sales alongside it confirms the extra traffic was the right traffic — searchers already looking to buy, not just a larger audience passing through.
