Case Study | SEO
Turning Search Visibility Into Clicks for a US Cycling Brand
How we helped a premium cycling brand convert page-one visibility into real organic traffic lifting sitewide CTR 14% and branded CTR 27% in the first 60 days of measurement.
Industry
Cycling & Sports Equipment
Service
Search Engine Optimization
Duration
May - June 2026
(On-Going)
Platform
Shopify
Market
United States
335K
Organic impressions
(May–June)
+14%
Sitewide CTR lift
(0.65% → 0.74%)
+27%
Branded CTR lift
(1.77% → 2.25%)
9.0
Average position page-one average across all tracked queries
THE CHALLENGE
The brand had strong page-one visibility averaging position 9 across thousands of queries but that visibility wasn’t converting into clicks.
Sitewide CTR sat at just 0.65%, well below what page-one rankings should deliver.
Product pages were thin, discontinued product URLs were leaking authority through redirect gaps, and the highest-opportunity category (indoor cycling shoes and SPD cleats) was underperforming despite clear search demand.
THE GOAL
– Convert existing page-one visibility into measurably more organic clicks
– Fix technical leaks: redirect gaps, feed errors, and missing schema
– Lift click-through rate on both branded and non-branded queries
– Build a content engine around the highest-opportunity product category
OUR STRATEGY
Technical SEO Cleanup
Closed redirect gaps on discontinued product URLs, repaired the Google Merchant Center feed, and resolved on-site issues suppressing organic performance across the Shopify store.
Metadata & CTR Optimization
Rewrote titles and meta descriptions across key product and collection pages to match search intent. The primary driver behind the sitewide CTR lift from 0.65% to 0.74%.
Search Data-Led Content Strategy
Used Google Search Console query data to identify indoor cycling shoes and SPD cleats as the brand's biggest untapped category, then built blog content targeting those high-opportunity queries.
Branded Search Protection
Strengthened brand-name SERPs so high-intent branded searchers reach the store, not marketplaces lifting branded CTR 27% month over month.
MONTH-BY-MONTH BREAKDOWN
| METRIC | MAY 2026 | JUNE 2026 | CHANGE |
|---|---|---|---|
|
Organic Clicks |
1,096 |
1,233 |
+12.5% |
|
Impressions |
168,008 |
167,330 |
Stable |
|
CTR |
0.65% |
0.74% |
+14% |
|
Average Position |
9.1 |
9 |
Stable |
|
Branded CTR |
1.77% |
2.25% |
+27% |
|
Non-Branded Clicks |
581 |
638 |
+9.8% |
Same visibility, more traffic: impressions held flat while clicks grew. The definition of CTR-driven SEO gains.
NON-BRANDED WINS
- "SPD Cleats" ranking position 3.9, driving consistent product-page clicks
-"Adventure Bicycle" position 3.7 with a 4.3% CTR
- "Indoor Cycling Shoes" climbed into striking distance (position 10.7) with 2.5K monthly impressions, now focus of content roadmap
WHAT WE DELIVERED
- Full technical SEO audit & remediation (redirects, feed, schema)
- Title & meta description rewrites across key pages
- GSC-driven keyword opportunity analysis
- Conversion rate optimisation on creatives
- Branded SERP optimization
- Ongoing monthly performance tracking & reporting
THE IMPACT
- 335K organic impressions delivered in 60 days
- 2,300+ organic clicks captured
- +14% sitewide CTR lift with zero additional ad spend
- 6.11x peak ROAS achieved (April)
- +27% branded CTR more high-intent searchers reaching the store instead of marketplaces
- Page-one average position (9.0) maintained while traffic grew
- Clear content roadmap built on real search demand data
Want results like these?
Get a free digital marketing audit | No commitment.
"EcommifyHub took us from depending on thin Amazon margins to running a genuinely profitable Shopify funnel. They scaled our spend nearly 5x and our ROAS more than doubled hitting 6.11x in April, our best month ever."
Michael Ross US-based Cycling & Sports Equipment Brand