EzyDog: 312% Organic Traffic Growth in 6 Months

EzyDog is an Australian premium dog gear brand selling harnesses, leads, and accessories on Shopify. When they came to us, their organic channel was generating under $5,000/month despite having a strong product line and loyal customers. Within 11 months, organic revenue reached $24,000 AUD per month — a 380% increase — without a single paid ad dollar. This is a full breakdown of the strategy, the challenges, and the exact levers that drove growth.

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Table of Contents

1. The Starting Point: What We Found in the Initial Audit
2. The SEO Strategy: 4 Pillars Over 11 Months
3. Results: Month-by-Month Organic Revenue Growth
4. The Key eCommerce SEO Lessons From This Case Study
5. How to Replicate This eCommerce SEO Strategy on Your Store

The Starting Point: What We Found in the Initial Audit

When we ran the first technical and content audit of EzyDog’s Shopify store, three major problems emerged:

Problem 1: Duplicate Content at Scale

Shopify’s default URL structure was creating duplicate product pages via collection handles — the same product appearing at both /products/slug and /collections/dogs-harnesses/products/slug. Google was indexing both, splitting link equity and causing ranking volatility.

Problem 2: Thin Collection Pages

Category pages like “Dog Harnesses” and “Dog Leads” had zero body content — just a product grid. These were the highest commercial-intent pages on the site, but they offered Google nothing to work with beyond product titles.

Problem 3: No Blog Content Strategy

The blog had 12 posts, all written for social sharing rather than search. Not one post targeted a keyword with measurable search volume. The entire informational funnel was unaddressed.

The SEO Strategy: 4 Pillars Over 11 Months

Pillar 1: Technical Foundation (Months 1–2)

We resolved the Shopify duplicate content issue by adding canonical tags pointing all collection-path URLs to the primary /products/ path. We also: compressed 340 product images (average size reduced from 480KB to 68KB, improving LCP from 5.1s to 2.3s), submitted a clean XML sitemap, and fixed 47 broken internal links found in Screaming Frog.

Pillar 2: Collection Page Optimisation (Months 2–4)

We added 300–500 word buyer-focused introductions to every major collection page, incorporating primary and secondary keywords naturally. Pages for “Dog Harnesses Australia”, “No-Pull Dog Harness”, and “Dog Life Jackets” each went from position 18–35 to positions 3–7 within 90 days of the content going live.

Pillar 3: Product Page Depth (Months 3–6)

We rewrote 28 core product pages with expanded descriptions targeting long-tail commercial keywords. Each page received: a benefit-led headline, a detailed feature breakdown, a size/fit guide, FAQ schema, and customer Q&A content pulled from reviews.

Pillar 4: Blog Content Funnel (Months 4–11)

We published 24 blog posts targeting informational keywords that fed into commercial intent. Posts like “How to Stop a Dog Pulling on the Lead” and “Best Harness for Large Dogs Australia” drove significant top-of-funnel traffic that converted via internal links to collection pages.

Results: Month-by-Month Organic Revenue Growth

Month	Organic Sessions	Organic Revenue (AUD)	Change
Month 1 (baseline)	3,840	$4,900	—
Month 3	6,120	$8,400	+71%
Month 6	11,200	$14,700	+200%
Month 11	19,600	$24,100	+392%

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The Key eCommerce SEO Lessons From This Case Study

Fix Technical Issues Before Creating Content

We spent the first two months entirely on technical fixes. Publishing new content on a site with crawl issues and duplicate pages is like pouring water into a leaky bucket. The technical foundation must be solid first.

Collection Pages Drive Commercial Revenue

In eCommerce, collection/category pages are typically the highest-converting organic landing pages. Every competitor analysis we ran confirmed that the top-ranking eCommerce sites all had rich, keyword-optimised collection page content. This alone accounted for roughly 40% of the revenue increase.

Blog Content Has Compounding Returns

The blog posts we published in months 4–6 didn’t show significant traffic until months 8–11. SEO content is a long-term asset — the return compounds over time as pages build authority and begin ranking for hundreds of related keyword variations.

How to Replicate This eCommerce SEO Strategy on Your Store

Whether you’re on Shopify, WooCommerce, or a custom platform, this 4-step process applies:

1. Audit first — Run Screaming Frog to identify duplicate content, broken links, and thin pages. Fix these before anything else.
2. Prioritise collection pages — Identify your highest commercial-intent category pages and add at least 300 words of buyer-focused content to each.
3. Expand product pages — Add FAQ sections, size guides, comparison tables, and user-generated content to your top 20 revenue-generating products.
4. Build an informational blog funnel — Target “best [product] for [use case]” and “how to [problem your product solves]” keywords. Link from blog posts to relevant collection pages.

Frequently Asked Questions

How long does eCommerce SEO take to show results?

Technical fixes often show results within 4–8 weeks. Collection page optimisation typically shows ranking improvements within 60–90 days. Blog content usually takes 4–6 months to rank and drive meaningful traffic. Plan for a 6–12 month timeline to see substantial revenue impact.

Is Shopify good for SEO?

Shopify has solid built-in SEO features, but has known issues like duplicate product URLs via collection handles, limited URL structure control, and auto-generated paginated pages. These are all fixable with proper configuration and, in some cases, theme customization.

What is the most important eCommerce SEO factor?

For most eCommerce sites, the biggest opportunity is collection/category page optimisation. These pages have the highest commercial intent, the most internal links pointing to them, and the greatest potential for ranking improvements with targeted content additions.

How do I track eCommerce SEO revenue?

Use GA4 with eCommerce tracking enabled. Set ‘organic search’ as a channel and review the ‘Acquisition → Traffic acquisition’ report filtered by organic. Use conversion paths to see how organic assists other channels. Google Search Console shows which queries drive clicks to your product and collection pages.

Should I blog on my eCommerce store?

Yes — informational blog content is one of the most cost-effective ways to grow eCommerce organic traffic. Target ‘how to’, ‘best [product type] for [use case]’, and ‘review’ keywords. Each post should link internally to at least one relevant collection or product page to pass authority and drive conversions.

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About the Author
Niraj Raut is an SEO consultant with 8+ years of experience helping businesses in Australia, the UK, Dubai, and Nepal grow organic revenue. WordCamp Nepal speaker, WordPress.org contributor, and founder of nirajraut.com.np. He specialises in technical SEO, content strategy, and international search.