CASE STUDIES
SEO Case Studies: What the Work Actually Produced
Four engagements, described the way I would describe them to you on a call: what the situation was, what I found, what I changed, and what happened. Client names are withheld where the work is under a confidentiality agreement, and can be discussed directly.
350–500%
eCommerce organic growth in six months
Reinstated
Suspended Google Business Profile recovered
5 sites
Run in parallel in-house at Ultra Healthcare
8 years
Of compounding, repeatable SEO programs
CASE STUDY 01 · ECOMMERCE · PRM DIGITAL
350% to 500% organic traffic growth on an eCommerce SEO overhaul
The situation
An eCommerce store with a real catalogue, real products and almost no organic visibility. Traffic was flat, paid media was carrying the entire revenue line, and every month of ad spend bought the same customers again.
What the audit found
- Category pages — the highest commercial intent pages on the site — were thin, unlinked and effectively invisible to search
- Crawl budget was being spent on faceted and parameter URLs instead of pages that could convert
- No keyword-to-page mapping at all: several pages competed for the same terms while high-value searches had no page
- Product pages carried manufacturer-supplied copy duplicated across the web
- Almost no authority: a backlink profile that could not compete in the niche
What I did
- Fixed the technical foundation first: crawl waste, indexation, internal linking and site architecture, so the pages that mattered could actually be reached and ranked.
- Built a keyword and intent map. Every commercial search was assigned to one page with one job, and cannibalising pages were consolidated or repointed.
- Rebuilt category and product pages around those searches — original copy, proper headings, schema, and internal links from related content.
- Started a content cycle aimed at the questions buyers ask before purchase, each article linking into the product and category pages meant to serve them.
- Ran off-page work in parallel: link acquisition and guest placements on sites with real audiences, plus the indexing follow-through that makes placements count.
The result
Organic traffic grew between 350% and 500% within six months — and, more importantly, conversions rose alongside it, because the growth came from commercial searches landing on pages built to sell rather than from blog traffic that was never going to buy.
The lesson worth stealing: technical fixes and content did not produce this on their own. The step most sites skip is mapping searches to pages before writing a single word.
CASE STUDY 02 · LOCAL SEO · GOOGLE MAPS
Recovering a client’s suspended Google Business Profile
The situation
A client woke up to find their Google Business Profile suspended. For a business that depends on the map pack, this is not an inconvenience — the listing disappears from Maps and local search, the calls stop the same day, and the reviews built up over years are sitting behind the suspension.
What I did
- Diagnosed the likely trigger before appealing. Suspensions almost always trace back to a guideline breach: a keyword-stuffed business name, an address that cannot be verified, a category that does not match the business, or a recent edit that tripped a review.
- Fixed the underlying violation first. Appealing while the breach is still live is how businesses burn their appeal.
- Gathered verifiable evidence of a real operating business at a real address — registration documents, signage, utility and premises proof, and anything that ties the name and address together consistently.
- Filed the reinstatement request with that evidence attached, in the format Google actually reviews, rather than a free-text plea.
- Kept NAP details identical across the website, citations and directories so nothing contradicted the appeal.
The result
The listing was reinstated with its reviews intact, and the profile was brought into guideline compliance so it would not be flagged again.
Most suspensions are recoverable. What sinks an appeal is speed without diagnosis — appealing three times in a week with no fix in between, until the account is out of chances.
CASE STUDY 03 · HEALTHCARE & AYURVEDA · ULTRA HEALTHCARE
Running SEO for five in-house websites at once
The situation
As Senior SEO Executive at Ultra Healthcare I owned the SEO plan for five in-house websites in the ayurveda and healthcare space — from quarterly strategy down to weekly execution, with no agency behind me.
What I did
- Wrote and owned the SEO plan for each site, so five sites did not become five sets of ad-hoc tasks
- Ran the content pipeline for all five: topic research, blog briefs, a publishing schedule, and deliberate internal linking between related articles and product pages
- Treated on-page and off-page work as a standing cycle rather than one-off pushes, which is what made improvement compound month over month
- Diagnosed and fixed technical issues affecting crawling, indexation and page speed, then tracked recovery in Search Console
Why it matters for your project
Running five sites in parallel forces a system. You cannot rely on remembering what each site needs, so priorities have to be written down, execution has to be repeatable, and reporting has to show what actually moved. That system is what I bring to a single client site — with far more attention per site than five ever got.
CASE STUDY 04 · D2C AYURVEDA · DEEP AYURVEDA
Organic and paid working together for a D2C ayurvedic brand
My first full SEO role was with an ayurvedic brand selling directly to consumers. I handled website optimization and social alongside Google Ads, Facebook Ads, YouTube Ads and AdSense — which is where I learned what most SEO specialists never see.
- Keyword research for product and health-condition pages, then creating the content to target those terms
- Website audits, competitor analysis, and on-page plus off-page SEO tracked through Analytics, Search Console, Ahrefs and SEMrush
- Paid campaigns running in parallel, which meant conversion data from ads could tell me which organic keywords were worth chasing
- Direct client interaction over email and phone, so the reporting had to answer business questions, not tool questions
Ayurveda is a difficult niche to rank in honestly. Claims are regulated, buyers are skeptical, and Google treats health content as YMYL — which means author credibility, sourcing and on-page trust signals matter as much as links.
What these engagements have in common
| Stage | What happens | Why it comes in this order |
|---|---|---|
| 1. Diagnose | Technical audit, competitor analysis, keyword and intent map | Content and links on a broken foundation are wasted spend |
| 2. Prioritise | Issues ranked by revenue impact, not by tool severity score | Not every red flag in an audit is worth fixing |
| 3. Execute in cycles | On-page, content and off-page as a standing monthly rhythm | One-off pushes plateau; cycles compound |
| 4. Report honestly | Rankings, traffic and enquiries together, every month | Traffic without enquiries is a vanity metric |
Want to know what your site would need?
Send me your website and the searches you want to win. I will tell you what I would fix first and roughly how long it takes.
