SEO & PPC Case Studies

Project end date: December 2019
Website Type: Online wholesale store
Promotional products: Wholesale merchandise for non-profit organizations
Business goal: Inquiry form submissions


In just a few months, we were able to increase Google visitors to the website by 490
percent year over year!
In addition, the number of forms submitted increased by over 5,400%. We didn’t even have to add net-new categories! It’s worth noting that a number of factors played a role in attaining our conversion goal, including the website’s culmination of authority.


The site underwent multiple redesigns, the most recent caused them to lose almost all of their organic traffic.
Another key factor was that the website was developing over time, with numerous interns working on it and no set procedure for adding new collection pages or products.
Consequently, several categories were duplicated, and content cannibalization was rampant

Project Task

The project goal was to increase traffic by over 300% YoY, and to receive 5 inquiries daily.

SEO Services

• Technical SEO
• SEO Strategy
• SEO Keyword Research


To address the client’s pain points, the solution was two-fold:
• SEO Content optimization
• Fix technical SEO issues

SEO Content Optimization

I discovered that the website’s title tags and H1 tags were not optimized. These tags were not descriptive. Meaning they did not inform users or Google on what the pages were about.
One of the automated titles, for example, was “Sweater Archives.”


I created a template to quickly update the title tags and H1 tags across the site.


Meta tag optimization massively contributed to the increase in organic traffic.

Technical SEO issues

The biggest issue I mentioned before was that the client’s website had a lot of similar

I was able to access the same category via multiple paths, such as:

Shoes for Men-> Wholesale Supplies -> Men's Clothing 
Shoes -> Men's Shoes-> Wholesale Supplies


I conducted the following actions:
• I crawled the website, cross-referenced multiple pages
• made a list of all the duplicates
• examined traffic to them
• determined which variations should be classified as canonical pages
• canonicalized the duplicate pages to the ‘master page.’


Content cannibalization issues were resolved.

• Organic Sessions: 480% year-over-year growth
• User Traffic: 650% year-over-year growth Conversions from
• Inquiries: 5400% YoY growth
(See screenshot below for a visual of the results)

Overall Organic Results

Next Steps

For the rest of 2019, we removed a third of the website’s content without losing organic traffic by creating a redirect map. As an outcome, pages with ‘link equity’ were redirected to the most relevant landing page and the sitemap was adjusted to reflect indexed pages.

Project end date: April 2022
Website Type: Employer branding agency
Business goal: Contact form submissions

SEO Goal

For SEO their goal was to increase drive more traffic to increase their lead generation.
Paid Search
The client’s Google Ads campaign was also poorly optimized. They were targeting the
wrong location, using broad match, and the platform settings were incorrect.

PPC Goal

For Google Ads, the client’s goal was to increase the amount of contact form submissions received.

Marketing Automation Types
SEO Services
SEO Keyword Research
Search Engine Marketing Tools
Google Ads

My SEO Process

I audited the website and failed them for the following items:
I reviewed plugins, images that needed compressing and core web vitals)

  • Orphan pages (pages not connected to the main website)
  • Missing alt text
  • Status 404 errors
  • Black Hat Issues
  • Manual Actions / Google Search Console warnings

Main Findings

I discovered that the client had multiple duplicate plugins that were slowing down the site.
I also saw that there were hundreds of orphan pages. Orphan pages are webpages that are not linked to the site. Many of these orphan pages were competing with the pages on the

SEO Solution

I removed the duplicate plugins that were negatively impacting site speed
I updated existing plugins
I created a map for orphan pages.

My recommendations for orphan pages:

WordPress by default creates duplicate pages whenever you add a tag to an article. These tag pages compete with the original blog pages.

As a result, I recommended that the client use the disallow directive in robots.txt so that Google would not have access to tag pages.

The acceptance criteria was as follows:

In the robots.txt file, add the disallow directive for all tag pages.
Disallow: /blog/tag

Direction for other pages:

  • These pages had no backlinks pointing to them, and/or thin content. I recommended that the client get rid of these altogether.


  • I recommended that the client add pages with link equity or authority to the site’s main navigation or redirect them to a relevant webpage

Content Strategy Findings

I discovered that some webpages had unoptimized meta tags, and I saw that there was a lot of opportunity to expand on content categories.

The client has one page for all of their services. In SEO, it’s a best practice to have content silos, and ensure that each pages targets a specific search intent. A content silo is a method of grouping related content together to establish the website’s keyword-based topical areas or themes. For example if you sell wine, red wine and white wine should have their own pages, and the content and meta tags should be descriptive so that Google and users understand what the page is about.

SEO Solution

I recommended that the client optimize their existing pages, and create new pages for each service that they offer. I also provided explicit tagging and keyword frequency recommendations.
Once the content and meta tags for existing pages was optimized, the website saw a 10% increase in organic traffic from users. More importantly, form submissions increased by over 44%.

Organic SEO Results

Organic Traffic Increase

Paid Search Solution

For Google Ads I conducted a completed overhaul of the account. This involved providing the client with comprehensive PPC recommendations.
Once the client approved of my recommendations, they were implemented. The end result was that, in the following month, the account saw a 318% increase in conversion rate and a 31% decrease in the cost per lead.
Snapshot of PPC recommendations.

Paid Search Results

Google Ads Conversion rate increase