Overview
When I started with Only Optical, a UK-based B2B eCommerce store, the website had potential but was weighed down by keyword stuffing, poor structure, and over-optimisation. Despite some traffic, rankings were stagnant and conversions were inconsistent. My goal was to restructure the site for sustainable, long-term growth.
Challenge
Only Optical, a wholesale eyewear retailer, was struggling with poor search visibility and stagnant traffic despite having hundreds of products. The site suffered from keyword stuffing, poor URL structure, and over-optimisation, which limited organic growth.
Goals:
- Increase qualified organic traffic
- Improve keyword rankings and CTR
- Generate more wholesale orders and B2B leads
Strategy
My focus was to rebuild the website’s SEO from the ground up — cleaning its technical foundation, re-mapping target keywords, and creating a balanced content and link structure.
Execution
- Conducted a full SEO audit to uncover technical and structural flaws
- Cleaned up the URL structure and fixed broken links
- Re-optimised product and category pages with fresh meta titles, descriptions, and proper internal linking
- Implemented technical SEO: 301 redirects, schema, XML sitemap, canonical URLs
- Created new, intent-focused content for transactional and commercial keywords
- Set up Google Analytics, Search Console, and Bing Webmaster Tools for tracking
Results
| Metric | Before | After |
|---|---|---|
| Clicks | 635 | 935 |
| Impressions | 43.4K | 180K |
| Average Position | 28.1 | 24 |
- Clicks increased from 635 to 935
- Impressions improved from 43.4K to 180K
- Average position rose from 28.1 to 24
- Early signs of stronger conversions and wholesale inquiries
Despite challenges with a custom CMS, I adapted quickly — delivering measurable improvements and earning the client’s trust to manage two additional eCommerce stores.