Ecommerce SEO Case Study: Driving Nationwide Traffic & Sales for a Custom Workwear Brand

Client Background

Our client is a Nottingham-based ecommerce brand specialising in custom workwear with embroidered and printed logos. Their product range includes:

• Trousers & Shorts
• Safetywear (Hi-Vis)
• Polo Shirts
• Hoodies
• Coats & Jackets

Although they’re locally based, their goal was to grow national visibility and online sales, competing with large-scale suppliers across the UK.

They needed an ecommerce SEO strategy that would:

• Drive qualified organic traffic
• Improve visibility for product and category pages
• Support nationwide reach, not just local
• Increase sales and enquiries from search

Our Approach

We built and executed a comprehensive ecommerce SEO strategy tailored to both product performance and brand authority.

We began by auditing the site’s health and fixing key issues:

• Optimised site speed and mobile usability
• Cleaned up crawl errors, duplicate content, and indexing issues
• Improved URL structure and canonical tags for clarity and crawl efficiency

We then optimised all major product categories with:

• Targeted keywords like “embroidered workwear,” “hi-vis jackets with logo,” “custom polo shirts UK”
• Unique, conversion-friendly copy
• Proper H1s, H2’s, meta titles, and internal linking

We also updated individual product pages with:

• SEO-friendly descriptions
• SEO image optimisation: Alt tags on images
• Schema markup for rich results

The Results

Within 6-9 months, the SEO strategy began generating meaningful results:

• Organic sessions increased by over 85%, bringing in higher-quality traffic to product and category pages
• Top product categories now rank on page 1 for competitive keywords like “custom hi-vis jackets UK” and “embroidered polo shirts for businesses”
• The site now brings in steady national traffic, with over 60% of organic sessions coming from outside the Nottingham area
• The blog content is attracting long-tail traffic and helping first-time buyers understand the brand’s value

Most importantly, the client has seen a noticeable lift in ecommerce sales attributed directly to organic search and a drop in reliance on paid traffic to hit revenue goals.

This project shows that ecommerce SEO isn’t just about rankings, it’s about getting the right people to the right product at the right time. Through technical fixes, targeted content, and smart optimisation, we turned a regional supplier into a national ecommerce contender.