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Seo Case Study

Chapter Five

Design House Noosa

Key Results


increase of organic keywords

105% - increase of organic keywords

increase of Online store orders

47% - increase of Online store orders

increase of website visitors

24% - increase of website visitors

About the Project

Chapter Five is an Online store based on the Sunshine Coast in Australia. They sell fun, quirky handmade gifts and products and beautiful seashell candles.

Byron and Sol of Chapter Five approached Joy Marketing looking for help strengthening their Online presence, increase the website traffic and Online sales. 

SEO for an ecommerce site by Joy Marketing

The Challenge

There was a lot of room for improvement on the SEO front. The website structure was not set up properly and lacked content, especially category and product descriptions. 

While performing our SEO audit, we also addressed that most pages targeted the wrong keywords. Because of this, Chapter Five missed out on many opportunities and website traffic.

Another key issues with the original website was the lack of metadata such as page titles, meta descriptions and proper heading tags.

The Solution

We performed an extended SEO audit to rule out technical errors and pinpoint areas to prioritise. We worked out an SEO strategy that we implemented over the coming weeks. 

The on-page SEO strategy included optimising core product and collections pages for Chapter Five. A part of this included updating most of the product descriptions, updating some URLs, rewriting all metadata and adding image alt text. We also optimised the home page, re-structured the site navigation and removed thin content. The technical audit highlighted issues we resolved to ensure a healthy site without compromised performance. 

The Result

35% Rise in sessions

The amount of sessions increased by 35% after the SEO implementations compared to the previous period. The term 'sessions' is referring to The number of individual sessions initiated by all the users of the website.

Organic Visibility Boost

The ‘organic visibility’ for target keywords in comparison to competitors shows Chapter Five has made good progress since the SEO implementations. In comparison to its competitors Chapter Five are performing strong and keep moving into the right direction - up!

Key Metric Improvements

  • The number of organic keywords increased by 105%

  • Orders increased by 47%

  • Website sessions increased by 35%

  • The conversion rate increased by 11%

  • Online store sessions referred by search engines increased by 68%

SEO results for an ecommerce site by Joy Marketing

Organic Visibility & Ranking

  • 'Shell Candle' jumped from 6th to 1st

  • 'Message in a bottle gift' jumped from 3rd to 1st

  • Organic keywords ranking at top 10 increased from 7 to 28

  • Organic keywords ranking at top 5 increased from 3 to 14

SEO results for an ecommerce site by Joy Marketing
SEO results for an ecommerce site by Joy Marketing

Final Words From the Client

"Extremely professional and very informative. Our business is now on the right track, thanks to Joy Marketing. It's great to find someone we can trust, and get the job done well! I would highly recommend to others"

Byron, Chapter Five