From a seasonal product tovisibility all year round
- 228.8% more clicks from organic search in 90 days
- 610,258 impressions, up 82.1% on the previous period
- Average position improved by 8.8 spots
- Done in house, without an SEO agency
45+ Google reviews · 4.9/5Figures from Google Search Console · shared with permission
Source: Google Search Console, a 90 day period compared with the 90 days before it. Shared with permission from Etan.
Google Reviews
The starting point
A busy spring, and silence the rest of the year
Etan sells trampolines. That is a textbook seasonal product: demand climbs when the weather turns, and outside that window the numbers go quiet fast.
Their visibility in Google leaned almost entirely on product pages. All the questions that come before a purchase, from picking the right size for your garden to maintenance and safety, were barely covered.
Etan wanted to pick that up themselves. No agency, but a fixed rhythm in house: publish every week, improve what was already there, and follow in the data what actually works.
- Industry
- E-commerce, trampolines and outdoor play
- Using SEOptimate
- Six months
- Approach
- Self-service, no agency involved
- Channel
- Organic search, Google and AI search
The approach: a little every week, for six months
Every step below happened inside SEOptimate. Etan works in the platform weekly, without external support.
Two blog posts a week, minimum
Every week at least two articles written and optimized in SEOptimate. Not one big content push, but a rhythm search engines learn to recognise.
Existing content sharpened up
The SEO and GEO suggestions from the platform were used to improve pages that already existed: better titles, missing search intents added, information kept current.
New pages on spotted opportunities
SEOptimate surfaces keywords that already generate impressions without a proper page behind them. Those gaps were turned into new pages.
Changes submitted for indexing
New and updated pages were submitted through Google Search Console instead of waiting for Google to find them on its own.
Worth knowing: ranking takes time. The first months show a flat line before the growth kicks in. That is normal and even healthy, because Google needs time to assess, index and reward new and improved content.
The result after six months
All figures below come from Google Search Console, measured over 90 days against the 90 days before that.
From late February a clear tipping point shows up: clicks and impressions break out of their usual pattern and keep climbing. Everything from the months before comes together there.
For Etan that means more brand awareness, more purchases through organic traffic and less dependence on paid advertising. Which is exactly the difference between renting traffic and building it.
Source: Google Search Console, a 90 day period compared with the 90 days before it. Shared with permission from Etan.
What you can take from this
Three things this case confirms, and that you can apply yourself starting tomorrow.
Publish consistently
Two articles a week, every week. Not one big campaign. Google rewards sources that keep delivering new content around the same theme.
Allow for a run-up
The first six to ten weeks look uneventful. That is not failure, that is how Google works. The curve bends once the foundation is in place.
Do not forget your existing pages
A lot of growth comes from revising what you already have rather than from new pages. Sharpen titles, add missing intents, keep information current.
Your turn
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