Overview
Client: Catalyst Case
Industry: E-commerce Phone Accessories
Market: Global
Challenge: Break dependency on brand traffic and scale non-branded product discovery
Industry: E-commerce Phone Accessories
Market: Global
Challenge: Break dependency on brand traffic and scale non-branded product discovery
The Challenge
Catalyst Case made premium phone cases and accessories. They had good brand recognition among loyal customers, but growth had plateaued. Most of their organic traffic came from people already searching for their brand name. The problem was that this audience was limited – you can only grow so much by relying on existing brand awareness.
To scale revenue, they needed to reach people who did not yet know about Catalyst. These were shoppers searching for “waterproof iPhone case” or “best Samsung Galaxy case” – high-intent product queries where the purchase decision had not been made yet.
The e-commerce accessories space is brutally competitive. Amazon dominates product searches. Big box retailers outrank smaller brands. To compete, Catalyst needed to show up for the right queries with optimized product pages that could actually convert search traffic into customers.
To scale revenue, they needed to reach people who did not yet know about Catalyst. These were shoppers searching for “waterproof iPhone case” or “best Samsung Galaxy case” – high-intent product queries where the purchase decision had not been made yet.
The e-commerce accessories space is brutally competitive. Amazon dominates product searches. Big box retailers outrank smaller brands. To compete, Catalyst needed to show up for the right queries with optimized product pages that could actually convert search traffic into customers.
Our Approach
We started by identifying where Catalyst had the best chance to compete. Rather than going after impossible keywords like “phone case,” we focused on specific product attributes where Catalyst had genuine advantages: waterproofing, drop protection, specific phone models.
The strategy had three components: technical foundation, product page optimization, and strategic content development. Each piece built on the others to create a system that could rank and convert.
Technical SEO came first because great content on a broken site goes nowhere. We fixed crawling issues, improved site speed, and made sure search engines could access and understand all product pages.
Product page optimization focused on making each page the best result for its target keyword. This meant better titles, descriptions, images, reviews, and product information. We also implemented schema markup so product pages could appear in rich results.
Finally, we created supporting content: buying guides, comparison articles, and category pages that addressed common shopper questions. This content ranked for informational queries early in the buying journey, then funneled traffic to product pages.
The strategy had three components: technical foundation, product page optimization, and strategic content development. Each piece built on the others to create a system that could rank and convert.
Technical SEO came first because great content on a broken site goes nowhere. We fixed crawling issues, improved site speed, and made sure search engines could access and understand all product pages.
Product page optimization focused on making each page the best result for its target keyword. This meant better titles, descriptions, images, reviews, and product information. We also implemented schema markup so product pages could appear in rich results.
Finally, we created supporting content: buying guides, comparison articles, and category pages that addressed common shopper questions. This content ranked for informational queries early in the buying journey, then funneled traffic to product pages.
What We Did
Phase 1: Technical SEO Foundation (Month 1)
- ✓Conducted comprehensive technical audit identifying 40 plus issues
- ✓Fixed crawl errors preventing product page indexation
- ✓Improved site speed reducing average load time by 60 percent
- ✓Resolved duplicate content issues across product variations
- ✓Enhanced mobile experience for better mobile rankings
- ✓Implemented HTTPS across all pages
- ✓Fixed broken internal links affecting crawl budget
Phase 2: Product Page Optimization (Months 2-3)
- ✓Rewrote product titles to include target keywords naturally
- ✓Enhanced product descriptions with feature benefits and use cases
- ✓Optimized product images with descriptive alt text and compression
- ✓Implemented Product schema markup for rich snippet eligibility
- ✓Added customer reviews to build trust and provide fresh content
- ✓Improved product filtering and navigation for better user experience
- ✓Created unique content for each product variation
Phase 3: Category and Collection Pages (Month 4)
- ✓Developed comprehensive category landing pages
- ✓Created collection pages for popular phone models
- ✓Built comparison content for different protection levels
- ✓Added helpful buying guide content to category pages
- ✓Implemented strategic internal linking to product pages
- ✓Optimized category page structure for featured products
Phase 4: Content Strategy (Months 5-6)
- ✓Created buying guides for popular phone models
- ✓Developed comparison articles ranking different case types
- ✓Built resource content around phone protection and care
- ✓Targeted informational queries earlier in buying journey
- ✓Included clear calls-to-action leading to product pages
- ✓Optimized content for featured snippet opportunities
Ongoing: Optimization and Scaling
- ✓Monthly analysis of keyword rankings and traffic patterns
- ✓Continuous testing of product page elements for conversion
- ✓Regular updates to seasonal and trending content
- ✓Expansion into new product categories with proven strategies
- ✓Backlink acquisition through digital PR and partnerships
The Results
Non-branded organic traffic became a primary growth channel:
Traffic Growth
Traffic Growth
- ✓760% increase in non-branded organic traffic over 12 months
- ✓Reduced brand traffic dependency from 80 percent to 45 percent
- ✓Ranking on page one for 200 plus high-intent product keywords
- ✓Featured snippets for 15 plus buying guide queries
Rankings
- ✓150% increase in top three keyword rankings
- ✓Moved from absent to top five for target product categories
- ✓Ranking alongside Amazon and major retailers for key terms
- ✓Improved visibility for long-tail product-specific queries
Business Impact
- ✓Organic traffic became second-largest revenue channel
- ✓40% lower customer acquisition cost through organic vs paid
- ✓Higher average order value from organic traffic
- ✓Improved profitability through channel diversification
What Made This Work
The foundation was treating product pages as content, not just transaction endpoints. Each page needed to provide value: answering questions, addressing concerns, helping customers make informed decisions. This meant going beyond basic product specs to include use cases, comparisons, and genuine customer feedback.
Technical excellence created the platform for content to succeed. Fast page loads kept shoppers engaged. Proper schema markup got products into rich results. Clean site architecture helped search engines discover and rank all products.
We also focused on the full funnel, not just bottom-of-funnel product keywords. Buying guides and comparison content ranked for early-stage research queries, building brand awareness and trust before people were ready to buy. This content then linked strategically to relevant products.
Continuous testing and optimization mattered as much as the initial work. We tested different product title formats, description structures, and page layouts. Small improvements to conversion rates compounded over time, turning more traffic into revenue.
Technical excellence created the platform for content to succeed. Fast page loads kept shoppers engaged. Proper schema markup got products into rich results. Clean site architecture helped search engines discover and rank all products.
We also focused on the full funnel, not just bottom-of-funnel product keywords. Buying guides and comparison content ranked for early-stage research queries, building brand awareness and trust before people were ready to buy. This content then linked strategically to relevant products.
Continuous testing and optimization mattered as much as the initial work. We tested different product title formats, description structures, and page layouts. Small improvements to conversion rates compounded over time, turning more traffic into revenue.
Lessons for E-commerce Brands
Brand traffic alone limits growth. If most of your organic traffic is branded, you are only reaching people who already know about you. To scale, you must win non-branded product and category keywords.
Product pages need real optimization. Generic manufacturer descriptions will not rank. Invest in unique, helpful content for each product page that addresses what shoppers actually want to know.
Technical SEO is not optional. Slow sites, crawl errors, and duplicate content will kill your rankings no matter how good your products are. Get the technical foundation right first.
Think full funnel. Do not just target “buy now” keywords. Create content for early-stage research queries. Rank for buying guides and comparisons, then guide that traffic to products.
Schema markup improves visibility. Product schema can get your listings into rich results with pricing, availability, and ratings. These rich results drive higher click-through rates than regular listings.
Content differentiates commoditized products. Phone cases are mostly commoditized. Great content highlighting unique features and benefits is how you compete with Amazon and big retailers.
Product pages need real optimization. Generic manufacturer descriptions will not rank. Invest in unique, helpful content for each product page that addresses what shoppers actually want to know.
Technical SEO is not optional. Slow sites, crawl errors, and duplicate content will kill your rankings no matter how good your products are. Get the technical foundation right first.
Think full funnel. Do not just target “buy now” keywords. Create content for early-stage research queries. Rank for buying guides and comparisons, then guide that traffic to products.
Schema markup improves visibility. Product schema can get your listings into rich results with pricing, availability, and ratings. These rich results drive higher click-through rates than regular listings.
Content differentiates commoditized products. Phone cases are mostly commoditized. Great content highlighting unique features and benefits is how you compete with Amazon and big retailers.
Services Delivered
- ✓Technical SEO Audit and Implementation
- ✓Product Page Optimization and Content
- ✓Category and Collection Page Development
- ✓E-commerce Content Strategy
- ✓Product Schema Implementation
- ✓Conversion Rate Optimization
- ✓Internal Linking Strategy
- ✓Performance Monitoring and Reporting
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