Showpo turned organic search into a 16:1 return on SEO spend

Why a few hero pages were never going to be enough

Showpo stocks thousands of styles, and new ranges land and sell out all the time. An SEO plan built around a handful of bestsellers would go stale within weeks. The job was to make organic search work across the whole range, and keep it working while stock changed underneath it.

Structure, content and a revenue scorecard

We ran the programme in three parts.

• Site structure. Category and product search architecture was built across every style rather than a chosen few. Each page matched the way a shopper phrases a search, and the setup stayed sound while ranges came and went.
• Content mapped to real searches. We targeted fashion queries that carry buying intent, such as searches for an occasion, a trend, a fit or a style, and matched each one to the range able to serve it.
• Reporting in dollars. Rankings and sessions were treated as inputs. The number that mattered was organic revenue earned for each dollar put into SEO.

What the programme returned

SEO for Showpo returned 16:1 on spend. Because the structure and the content keep earning once they are in place, organic became a channel that compounds instead of one that has to be bought again every month.

Running a large range where paid still carries most of the revenue? See how we approach ecommerce SEO, or book a search review.