Google Search Confectionery retail

How The Lolli Shop more than doubled its organic visibility in under a year

A family-run Queensland lolly store with no SEO strategy was stuck on product-level terms and missing the category searches that matter. Keyword mapping, optimised copy and link building more than doubled visibility within a year.

I Want Results Like This Visibility doubled in under a year
A branded takeaway lolly box from The Lolli Shop
2×Organic visibilityIn under a year
#4lolly deliveryUp from page 3
#6online lolly shopUp from page 9
4,085Organic keywordsJune 2021
01

The problem

The Lolli Shop is a family-owned and operated lolly and confectionery store in Queensland with ambitions well beyond its home town: a bigger product range and personalised service for lolly lovers Australia-wide.

Without a concrete SEO strategy behind the site, organic visibility was flat and prone to fluctuation. The store ranked sporadically for product-level searches but wasn't capturing the high-value category terms, things like lolly delivery, online lolly shop and lollies online. The brief was simple: expand search visibility, and grow organic traffic and revenue with it.

What we were up againstNo concrete SEO strategy in placeVisibility stagnant and fluctuatingRanking only sporadically for product-level termsMissing high-value category searches
The Lolli Shop online store at the start of the campaign.
The Lolli Shop online store at the start of the campaign.
02

What we did

We started with extensive research into the industry and target market to identify the high-value keywords, then examined the trends behind any existing rankings, picked the most effective terms and mapped them to The Lolli Shop's main and key pages.

1Keyword research and mappingHigh-value category and semantic keywords were uncovered and mapped to the pages best placed to rank for them.
2Audited the SEO basicsMetadata, heading tags and page copy were reviewed across every key page and brought into line with the keyword map.
3New copy, tested with TF-IDFOur copywriter wrote additional copy for the key pages using the main and semantic keywords, then evaluated it against Google's signals with TF-IDF optimisation.
4Link acquisition to build authorityOur outreach team secured authoritative links from trustworthy sites in relevant niches, alongside fresh local directory and citation links to give the domain a solid foundation.
03

The results

With the core actions rolled out and link building and content optimisation ongoing, The Lolli Shop's overall Google visibility reached the highest level since the website launched, more than double where it started. High-value terms that had been buried on page 9 or 10, or missing from the results altogether, now rank well.

Keyword movement
Search termBeforeNow
lolly deliveryPage 34
online lolly shopPage 96
Positions as at June 2021, tracked from December 2020.
Organic traffic and keyword count in Ahrefs: both climbing sharply through the first half of 2021.
Organic traffic and keyword count in Ahrefs: both climbing sharply through the first half of 2021.

Link building and content optimisation are ongoing, so the aim from here is to turn that visibility into the category rankings, traffic and revenue The Lolli Shop set out for.

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