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NON-BRAND REVENUE UP 220%

Shoppers in the GTA now find this store without typing the brand name.

  • Top 10 rankings for discovery terms (e.g., “best soy candles Canada”)
  • Non-brand clicks +171%
  • Organic revenue $7.4k → $23.7k / month

Homeowners in York Region now see this landscaper when they search.

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Who we helped

Ecom home fragrance brand in the GTA

 A Shopify brand for candles, diffusers, and refills. Growth slowed as traffic came mostly from Instagram/branded searches, so they needed more non-brand shoppers from Google without raising ad spend.

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Problem Statements

Low non-brand visibility

Most traffic came from Instagram/branded terms; shoppers couldn’t find us for discovery searches.

Filter sprawl (duplicate URLs)

Faceted navigation made lots of look-alike pages; Google didn’t know which one to rank.

Thin category storytelling

Collections lacked scent notes, use cases, and care tips; short copy and slow images led to drop-offs.

Goals

  • Grow non-brand discovery traffic (people searching “best soy candles,” not the brand).
  • Turn collection pages into helpful shoppers’ guides that convert.
  • Keep rankings stable during stock changes and seasonal swings.

Objectives (90 days)

  • +100% non-brand clicks in 90 days.
  • Organic revenue from SEO to ≥ $15k/month in 90 days.
  • 6+ editorial features/listicles live and 10 category keywords on page 1.

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Discovery Insights

Facets & index rules:

Filters created duplicate/near-duplicate URLs; Google wasn’t sure which to rank.

Collection content gaps:

Short copy; no scent notes, use cases, or care tips to help shoppers choose.

Schema & data:

Missing Product/Review/Breadcrumb schema; weak signals for rich results.

Speed (images):

Large hero and lifestyle images slowed mobile loads on collections.

Out-of-stock handling:

Products went 404 or hid, resetting rankings and losing links.

Off-site mentions:

Very few editorial features/listicles; weak non-brand authority.

Phase 1

Fix the basics

Strategy & Solution

Tame the filters: clear index rules for facets; add canonicals so one clean URL wins.

 Keep pages live: out-of-stock products stay indexable with “notify me” + related items.

 Speed up collections: compress hero/lifestyle images; lazy-load below the fold.

 Add the data layer: Product, Review, and Breadcrumb schema for rich results.

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Phase 2

Show real proof

Strategy & Solution

Rewrite collections: scent notes, use cases (gift/work/home), burn time, care tips.

 Smart internal links: guide shoppers to bestsellers, bundles, and refills.

 Evergreen guides: “Best soy candles in Canada,” “How to pick a diffuser,” seasonal gift pages.

 Fix UX traps: shorten filter sets; no dead-end pages; keep copy scannable.

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Phase 3

Build authority & keep tuning

Strategy & Solution

Earn mentions: seed products to editors; secure 8 listicles + update older PR with new images.

 Micro-influencers: 2 local creators for non-brand coverage and image rights.

 Link reclamation: chase broken/old links to retired SKUs; point to live collections.

 Tune with data: watch non-brand queries in GSC and refine headings monthly.

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Obstacles & How We Handled Them

Inventory swings (OOS)

Keep product URLs live, add “notify me”, surface similar scents, and use canonicals + schema so rankings don’t reset.

Facet chaos + limited dev time

Simple allow/deny index rules, add canonicals, and use Shopify metafields/templates to ship no-dev changes fast.

PR outreach skepticism

Tight media kit (Canada shipping angle, clean-burn test, lifestyle photos), include samples, pitch gift-guide deadlines → 8 listicles.

Results & Success Metrics

Primary outcomes

Non-brand revenue: $7.4k → $23.7k / mo (+220%)

Non-brand clicks: +171%

 

Page-1 coverage: 22 category/discovery keywords

Supporting metrics

Collection load time down after image compression & lazy-load.

 

Editorial features: 8 “best of” listicles live.

 

OOS protection: URLs stayed indexable; notify-me signups captured demand.

 

Conversion rate held steady while traffic increased.

Attribution notes

Revenue: GA4 Ecommerce (channel=Organic Search).

 

Queries/Clicks: GSC with brand filtered out (non-brand only).

 

Mentions/Links: Ahrefs tracked listicles and new referring domains.

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