Case Study · Wine E-commerce
+141% Organic Revenue in 12 Months: End-to-End SEO Ownership
Organic Revenue Index (Baseline = 100)
Indexed organic revenue, baseline month = 100. A rise to 241 reflects the disclosed +141% growth over 12 months (2025 annual result).
The Problem
An Australian wine e-commerce brand needed to migrate its storefront from Wix to Shopify — a move driven by platform limitations, not SEO, but one that carried real organic-revenue risk. On top of the migration itself, no conversion tracking existed: the brand had no way to see whether organic traffic was actually turning into leads or revenue. As the full owner of the SEO program — strategy, technical execution, content, and reporting — I was responsible for both the migration and building the missing attribution layer.
The Approach
The migration was treated as a full SEO project, not a technical handoff, and instrumentation came before any growth claim:
- Pre-migration URL-mapping tracker. Every existing Wix URL was mapped to its new Shopify destination before launch, covering products, collections, and content pages.
- Daily Google Search Console monitoring. For the weeks immediately following launch, GSC coverage and performance reports were checked daily rather than weekly.
- GA4 event and lead tracking, built from scratch. With no conversion tracking in place, I implemented GA4 events and lead tracking so organic traffic's actual business impact could finally be measured.
- Evergreen content engine. High-intent product pages were fed by an ongoing content program that compounded traffic quarter over quarter.
- Authority building. Backlink acquisition from regional and industry sources grew domain authority alongside the on-site work.
Obstacle: failed and double redirects
Daily GSC monitoring surfaced failed and double-redirect chains on a subset of URLs shortly after launch. Because monitoring was daily rather than periodic, these were isolated and fixed within a day of detection, before they could meaningfully impact rankings or crawl budget.
The Result
+141%
Organic revenue growth in 12 months (2025 annual result)
+121%
Website traffic growth
+276%
Google Search Console clicks growth
+52%
Sales pipeline growth
+44%
Content output growth
32
Attributable organic leads, from zero conversion tracking
1822
Backlinks across 218 referring domains
Website Traffic Index (Baseline = 100)
Website traffic grew +121% over 12 months, driven by an evergreen content engine feeding high-intent product pages.
Keywords Ranking in the Top 3
+38% in a single quarter, including 8 keywords reaching position #1.
Search Console Clicks Index (Baseline = 100)
Search Console clicks grew +276% over the same 12-month program, reflecting the compounding effect of the evergreen content engine and backlink growth together.
What I also reported: the losses
Alongside the wins, I flagged slipped keyword rankings with recovery plans as they happened, and surfaced an 88.8% lead-form drop-off as the next UX priority — a conversion-path problem that the strong top-line traffic numbers were quietly masking. I also brought Core Web Vitals to passing across mobile and desktop, and grew the clean indexed footprint from 170 to 189 pages.