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Ecommerce case study
Hulken
Content decay, keyword gap and paid-to-organic analysis for the original foldable rolling tote brand.
At a glance
Results at a glance
Challenge
The challenge
Hulken ranks first for its core rolling tote terms, but high-volume generic queries that once ranked in the top three on the homepage were slipping, and paid search was covering terms organic should own.
Approach
What we did
- 01
Built an opportunity report from 295 tracked keywords, a keyword gap against four competitors and a full crawl of 705 URLs and 193 blog posts
- 02
Ran a content decay audit that found 27 keywords across nine pages had fallen from the top three, worth around 876 clicks a month
- 03
Mapped paid search terms against organic rankings: 21 quick wins, 100 terms needing new content and 25 where ad spend could be reduced
- 04
Briefed a dedicated bags-on-wheels landing page to recover 14 decayed homepage terms, worth around 730 clicks a month
- 05
Created a brand and product knowledge base and tone-of-voice guide so every article and AI-facing page stays consistent
- 06
Flagged more than 350 product images over 200KB slowing key templates
Results
Where it landed
SEO became Hulken's number one revenue channel and AI search visibility grew 22,000%, with a prioritised roadmap recovering decayed rankings through dedicated use-case pages and moving budget from paid search to terms organic can win.
| Group | Terms |
|---|---|
| Quick wins | 21 |
| Need new content | 100 |
| Cut ad spend | 25 |
Services
Services behind the results
More work
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