SEO Case Study: How a Handmade Shop Increased Online Orders by 240%
On May 6, 2025, a handmade shop in Asheville, North Carolina partnered with Goforaeo because their products were loved by past buyers, but online orders from Google were not growing in a steady way. They had a beautiful brand and strong repeat customers, yet most search traffic was landing on the homepage or a few collections and leaving without buying.
This case study shares the timeline, monthly work, and the real numbers behind a 240% increase in online orders from organic search, driven mainly by product page upgrades and long tail keyword targeting.
Project snapshot: Location, campaign dates, and what we tracked
This campaign ran from May 6, 2025 to November 24, 2025. The business is based in Asheville, North Carolina, and ships across the United States, with many buyers also searching with Asheville intent for gifts and local handmade items.
We tracked performance monthly using:
- GA4: organic sessions, add to cart events, checkout starts, purchases
- Google Search Console: impressions, clicks, CTR, and query trends
- Shopify analytics: orders, revenue, conversion rate, product performance
Why this niche is perfect for long-tail SEO
Handmade products are not usually searched in broad terms like “candles” or “pottery.” People search with detail. They include scent, material, color, occasion, or who they are buying for.
That is exactly why long tail keywords can beat bigger stores. A small shop can win by being the best match for specific searches.
Company background: What they sell and what was holding growth back
The client is a handmade shop with a mix of products like soy candles, hand poured body care, small batch home goods, and handcrafted gift items. Their product quality was strong, and reviews were good, but SEO was not doing its job.
They had product pages and collections, but many pages looked similar. Several important products had short descriptions, and many pages had no clear story, no clear use case, and no strong internal linking.
The main issues we found in early May 2025
These issues were blocking rankings and also blocking conversions:
- Product descriptions were too short or repeated across similar items
- Collection pages had little text, so Google did not understand the category well
- Many product images had no helpful alt text
- Filters created messy URLs and index clutter
- Out of stock pages stayed visible without clear alternatives
- Mobile speed was inconsistent, especially on product pages with heavy scripts
Who the SEO work was for: The buyers and how they search
We shaped the plan around real buyer intent. Handmade shoppers search in a more personal way, and they often decide quickly once they feel confident.
Buyer group 1: Gift shoppers
Gift shoppers were a major audience, especially for birthdays, weddings, housewarming, and holidays later in the year.
Common search patterns included:
- handmade gifts for her
- Asheville handmade gifts
- soy candle gift set
- unique housewarming gifts
Buyer group 2: Scent and style shoppers
These buyers already knew what they liked. They searched by scent notes, colors, and vibes.
Common search patterns included:
- lavender vanilla soy candle
- earthy candle scent
- minimalist ceramic mug handmade
- boho home decor handmade
Buyer group 3: Local and travel intent shoppers
Asheville has strong tourism and “shop local” intent. Many people search while visiting, then order later.
Common search patterns included:
- Asheville candle shop
- handmade shop Asheville
- local gifts Asheville North Carolina
Tracking setup and baseline numbers: Starting with clean proof
Before we changed pages, we verified measurement so results stayed honest. We confirmed purchase tracking, filtered out spam, and made sure organic search was properly attributed.
We tracked:
- Organic sessions
- Product page entrances from organic
- Purchases from organic traffic
- Conversion rate from organic traffic
- Top products by organic revenue
Baseline period: April 1, 2025 to April 30, 2025
Baseline metrics from April 2025:
- Organic sessions: 2,180
- Online orders from organic: 50
- Organic conversion rate: 2.29%
- Revenue from organic orders: $3,950
- Average order value from organic: $79
This baseline mattered because the shop was already converting once the right people arrived. The bigger problem was not enough qualified traffic landing on the right product pages.
Strategy overview: Why product pages and long-tail targeting worked
We did not try to compete for broad keywords like “candles” or “handmade gifts” in a generic way. Instead, we focused on detailed searches where a small brand can win.
The plan had five parts, and we followed them in order:
- Fix technical issues and speed: so product pages load fast and crawl clean
- Rebuild product page content: so each product deserves to rank and convert
- Improve collection pages: so Google understands the categories and themes
- Target long tail queries: so traffic is specific and purchase ready
- Strengthen internal linking and trust: so more visitors become buyers
Phase 1: Product page upgrades that improved rankings and sales
In May 2025, we started with the product pages because that is where orders happen. Many product pages had beautiful photos, but the text was not doing enough.
We built a product page template the team could repeat, so the store stayed consistent as new items were added.
What we changed on product pages
Each important product page was upgraded with:
- A clearer first paragraph that explains what it is and why it is special
- Scent notes or material details in plain words
- Size, burn time, care instructions, and what is included
- Use cases like gifts, self care, home mood, desk setup
- A short “why handmade” section that felt real and not salesy
- FAQ style answers for shipping, returns, and common product questions
- Internal links to matching items and collections
Key product page improvements we shipped:
- Unique titles and meta descriptions based on real search phrases
- Image alt text that describes the product naturally
- Product schema checks so price and availability were consistent
- Better variant naming so Google and users understand options
Phase 2: Long-tail targeting built from real product detail
Long tail SEO was the main growth lever here. The shop already had product variety, but the site was not using that detail in a searchable way.
We built a keyword map where each product and collection had a clear keyword theme. We avoided stuffing and kept the wording natural.
Examples of long-tail angles we used
We focused on searches tied to buying intent:
- Scent based: “lavender soy candle,” “woodsy candle,” “vanilla sandalwood candle”
- Gift intent: “candle gift set,” “small handmade gifts,” “teacher gift candle”
- Material and style: “handmade ceramic mug,” “minimalist pottery,” “small batch body butter”
- Local intent: “Asheville handmade gifts,” “Asheville candle”
We also used “problem” intent, which converts well:
- gifts for someone who loves candles
- calming scents for sleep
- cozy home scent candle
Phase 3: Collection page improvements to capture category searches
Many handmade stores forget collection pages. But collection pages are often what Google ranks for category searches, and they also help people browse.
We upgraded top collections with simple, helpful content.
What we added to collections
On key collections, we added:
- A short intro that explains the theme and who it is for
- A few bullet points that help shoppers choose
- Links to top sellers and seasonal picks
- A short section answering common questions
We also cleaned up internal linking so collections and products supported each other. This helped crawling and helped users discover more items.
Phase 4: Technical cleanup and speed work that protected growth
Even good content struggles if pages are slow or if Google wastes crawl time on messy URLs. We fixed issues that were quietly holding rankings back.
We focused on the fixes that matter most for ecommerce sites.
Technical fixes we shipped
We implemented:
- Index cleanup for parameter URLs created by filters
- Canonical checks so the main product URL is the one Google trusts
- Improved sitemap coverage so important products are discovered faster
- Redirect cleanup to avoid chains and dead ends
- Out of stock handling so shoppers get alternatives instead of frustration
Speed improvements included:
- Compressing and resizing images properly
- Reducing heavy scripts where possible
- Improving load order for key elements on product pages
Phase 5: Conversion upgrades so more traffic became orders
By July 2025, traffic was improving, but we wanted conversion to rise too. Handmade buyers often need reassurance: shipping timing, returns, and quality proof.
We improved the buying experience without making the site feel pushy.
What improved conversion rate
We added and improved:
- Trust signals near the add to cart area: reviews, shipping notes, easy returns
- Clear delivery expectations in plain language
- Gift friendly notes: packaging details and gift message options
- Better cross sell sections: “pairs well with” and “complete the set”
- Cleaner mobile layout so buttons are easy to tap
These changes reduced hesitation and increased average items per order for many buyers.
Monthly execution and performance data: May 2025 to November 2025
Below is the month by month view from May 2025 to November 2025. Each month includes what we shipped and what changed in organic performance. All numbers shown are organic only, tracked in GA4 and confirmed in Shopify.
May 2025: Product page foundation and quick wins
May was focused on rebuilding the most important product pages and cleaning up obvious SEO gaps. We also fixed measurement issues so reporting was reliable.
May results:
- Organic sessions: 2,420
- Online orders from organic: 61
- Revenue from organic orders: $4,880
Work shipped:
- Upgraded 15 top product pages with better copy and structure
- Fixed duplicate titles and thin meta descriptions
- Added internal links from collections to top products
- Improved image alt text for priority items
June 2025: Long-tail mapping and collection upgrades
In June, we expanded product page coverage and improved collection pages so category searches could rank. We also started targeting detailed searches tied to scent, style, and gifts.
June results:
- Organic sessions: 2,860
- Online orders from organic: 74
- Revenue from organic orders: $5,980
Work shipped:
- Keyword map built for top products and collections
- Updated 6 collection pages with helpful copy and buying guidance
- Added a consistent FAQ block across key product templates
- Improved internal linking paths so related items connect better
July 2025: Speed, mobile fixes, and trust upgrades
July focused on performance and conversion. Traffic was rising, but we wanted more buyers to finish checkout, especially on mobile.
July results:
- Organic sessions: 3,420
- Online orders from organic: 92
- Revenue from organic orders: $7,440
Work shipped:
- Image compression and cleanup on product pages
- Reduced script load issues from unused app features
- Added shipping, returns, and review proof closer to add to cart
- Improved out of stock messaging with alternative product links
August 2025: Scaled long-tail content and improved indexing signals
In August, we expanded long-tail coverage by adding more specific copy to products that were already getting impressions. We also worked on crawl clarity so Google focused on the right URLs.
August results:
- Organic sessions: 4,100
- Online orders from organic: 118
- Revenue from organic orders: $9,620
Work shipped:
- Upgraded another 25 product pages focused on long-tail intent
- Cleaned parameter URL issues created by filtering
- Improved sitemap coverage for new and seasonal products
- Refreshed top sellers with clearer scent notes and use cases
September 2025: Gift intent targeting and internal linking expansion
September was about gift searches and seasonal buying behavior. We prepared the store for the early holiday research phase without relying on generic holiday pages.
September results:
- Organic sessions: 4,760
- Online orders from organic: 136
- Revenue from organic orders: $11,150
Work shipped:
- Created gift focused collection copy and internal links
- Added “best for gifting” notes on key product pages
- Updated titles and meta descriptions for pages with high impressions and low clicks
- Built stronger cross links between gift collections and top sellers
October 2025: Strongest ranking growth and better conversion flow
In October, more pages reached page one for long-tail searches, and conversions improved because the site felt clearer and safer to buy from.
October results:
- Organic sessions: 5,620
- Online orders from organic: 155
- Revenue from organic orders: $12,950
Work shipped:
- Expanded FAQs based on customer questions and support messages
- Improved mobile layout spacing on product pages
- Added “pairs well with” sections to increase basket size
- Continued technical cleanup to reduce crawl waste
November 2025: Highest sales month and clear before vs after proof
In November, the store had enough product page depth and long tail coverage that Google began sending buyers for many specific searches. Gift intent also increased and the shop was ready for it.
November results:
- Organic sessions: 6,480
- Online orders from organic: 170
- Revenue from organic orders: $14,280
- Reporting window used for comparison: November 1, 2025 to November 24, 2025
Work shipped:
- Final refresh of top gift categories and product page openings
- Internal link reinforcement across collections and top sellers
- Cleanup edits to keep pages focused and easy to scan
- Ongoing review and trust section improvements on high traffic pages
Before vs after proof: Online orders increased by 240%
Baseline month:
- April 1, 2025 to April 30, 2025
- Online orders from organic search: 50
- Organic sessions: 2,180
Comparison period:
- November 1, 2025 to November 24, 2025
- Online orders from organic search: 170
- Organic sessions: 6,480
The change:
- Orders grew from 50 to 170
- Net gain: 120 more orders per month from organic search
- Percentage growth: 240% increase, confirmed through GA4 purchase tracking and Shopify order data
What drove the growth: The real reasons in simple words
The biggest driver was improving product pages so they matched what people actually type into Google. When a product page clearly explains scent notes, size, use cases, and who it is for, it ranks better and converts better.
The second driver was long-tail targeting. We stopped trying to fight for broad keywords and started winning the detailed searches that bigger stores ignore or treat too generally.
The third driver was internal linking and collection upgrades. Collections began acting like real landing pages, not just product grids, and that helped Google understand category depth.
The fourth driver was conversion work. Small trust details reduced hesitation and helped more shoppers complete checkout, especially on mobile.
Tools used by Goforaeo in this campaign
We kept the tool stack practical and used it to make decisions each month.
Tools used:
- GA4: organic sessions, purchases, checkout behavior, event tracking
- Google Search Console: impressions, clicks, CTR trends, query discovery
- Shopify analytics: orders, revenue, product performance, conversion rate
- Screaming Frog: crawl audits, index issues, metadata fixes
- Ahrefs and Semrush: keyword research, competitor gaps, long-tail discovery
- PageSpeed Insights and Lighthouse: speed checks and performance fixes
- Microsoft Clarity: session behavior on product pages and checkout flow
What other handmade brands can copy from this
This case study is a simple model for handmade shops that want more orders from SEO. You do not need thousands of blog posts to grow. You need product and collection pages that deserve to rank and make buying feel easy.
Key takeaways:
- Treat product pages like landing pages, not just listings
- Use long-tail phrases that match real product detail and buying intent
- Upgrade collection pages with helpful guidance, not filler text
- Keep filter URLs from creating index clutter
- Put trust info near add to cart so buyers do not hunt for it
- Improve mobile speed because many shoppers browse on phones
Closing summary
By November 24, 2025, the Asheville handmade shop increased online orders from organic search from 50 to 170, which is a 240% increase. Organic sessions grew from 2,180 in April 2025 to 6,480 in November 2025, and more importantly, more of that traffic landed directly on product pages that matched long tail search intent.
The growth came from steady monthly SEO work, stronger product page content, smarter long-tail targeting, cleaner technical signals, and simple conversion upgrades that made it easier for visitors to become buyers.