SEO Transformation and E-commerce Growth

Grovemade, founded in 2009, is a Portland-based company specializing in handcrafted wooden and leather desk accessories. Known for their high-quality, minimalist designs, Grovemade had built a loyal customer base but struggled to scale their online presence and compete effectively in the increasingly crowded e-commerce space.

Challenges.

Grovemade’s website had undergone multiple iterations and redesigns, accumulating outdated pages and content. The main issues included:

  • Over 1,000 redundant pages diluting SEO efforts
  • Poor site architecture leading to crawlability issues
  • Confused Google indexing and suboptimal search rankings
  • Broken links and outdated product pages
  • Multiple pages competing for the same search terms
  • Inconsistent product categorization and metadata
  • Lack of a cohesive content strategy to target relevant keywords
  • Suboptimal user experience impacting conversion rates

“Eva quickly understands and adapts to new challenges as a leader. Her transparency and empathy create a dynamic that empowers. She’s always one of the first in the know about the edge of new tech, trends, and tactics.”

Anthony Davila-Stirling / NCC Group

Approach.

Eva developed a comprehensive strategy to overhaul Grovemade’s online presence:

Comprehensive SEO Audit:

  • Gathered raw data on Grovemade.com’s SEO and analyzed it against competition and itself
  • Identified keyword cannibalization, bottlenecks, weak SEO, high-competition keywords, keyword gaps, and poor SEO integration
  • Evaluated the site’s UX, UI, and current SEO standing to determine how to maximize its effectiveness

Competition Analysis:

  • Conducted a gap analysis to determine strengths, weaknesses, and untapped niche opportunities
  • Provided insights for product development, UX, ads, and further brand development

Master Keyword Research:

  • Created a master list of every relevant keyword and modifier, generating viable combinations and gathering detailed statistics
  • Conducted a thorough analysis of the results, identifying lucrative opportunities and keyword gaps

Technical SEO:

  • Implemented website and server optimizations to improve search engine crawlability and relevance
  • Helped search engine spiders better understand the site’s content, increasing the likelihood of appearing in relevant searches

Site Architecture Optimization:

  • Consolidated over 1,000 pages, creating a clean, user-friendly structure
  • Enhanced user experience and SEO performance

Content Strategy:

  • Developed a comprehensive blog strategy and content calendar
  • Targeted long-tail keywords and addressed key pain points in the home office space
  • Created “The Ultimate Guide to Setting Up Your Home Office,” a 10,000-word, SEO-driven resource

Results.

The comprehensive SEO and e-commerce optimization strategy led to significant improvements:

  • 360% increase in organic traffic (from 12,800 to 59,000)
  • 110% increase in unique keywords (from 10,000 to 21,000)
  • Removed and consolidated over 1,000 pages, creating a clean, easily navigable site architecture
  • Provided an extensive keyword research database for product development and ongoing SEO efforts
  • Delivered an SEO dashboard for in-house management of existing and future products
  • Created a content calendar and framework for evergreen content to increase organic blog traffic
  • “The Ultimate Guide to Setting Up Your Home Office” became a top-ranking resource, driving significant traffic and backlinks

Ready to transform your digital strategy?

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