Case Studies

Measurable SEO results from a Kerala-based consultant

Two anonymised engagements showing how I connect SEO work to traffic, conversions, order value and AI-driven discovery. Client names are withheld at the client's request.

Case Study 1

Multi-Market Fashion eCommerce (GCC)

Sector: Fashion and lifestyle eCommerce, multiple GCC markets · Period: over three years of monthly tracking

The challenge

The brand needed organic search to contribute to revenue across several GCC markets, not just to bring in traffic.

The approach

  • Full-funnel diagnosis: I measured organic performance from session through add-to-cart, checkout and purchase, rather than judging SEO on traffic alone.
  • Channel comparison: I split organic into search and shopping, then compared its conversion rate and order value against paid, referral, direct and social.
  • Weak-period analysis: I examined the lowest-performing months and a zero-purchase week to separate visibility problems from conversion problems.
  • Checkout focus: The week-level funnel data shifted attention from rankings to checkout, shipping and payment friction.
  • Forward strategy: Answer-engine (AEO) and generative-engine (GEO) visibility, deeper Arabic-language content, category expansion and app-install conversion, tracked monthly by market and language.

Results

+121%Organic audience growth over three years
~12%Of all purchases came from organic search, the third-largest channel
~5xImpressions vs baseline (clicks up ~53%)
+26%More add-to-carts per session than other channels
+56%Average organic order value, reaching parity with other channels
Case Study 2

Jewellery eCommerce (India)

Sector: Jewellery eCommerce, India · Period: January 2024 to June 2026 (30 months)

The challenge

A large catalogue was underperforming in organic search and shopping despite strong brand demand. Products were missing from Shopping and free listings regardless of their rankings.

The approach

  • Feed-first repair: I prioritised the Merchant Center account and product feed, restoring a suspended catalogue and fixing landing-page and missing-description errors that kept products out of listings.
  • Feed enrichment: I added missing mobile links, descriptions, gender and weight attributes, and put sale prices and key product attributes into titles so listings matched how shoppers search.
  • Conversion tracking: I enabled auto-tagging and fixed duplicate purchase events, so Merchant Center and organic conversions could be attributed accurately.
  • Technical foundation: I mapped legacy redirects, ran a 14-point development audit, fixed rendering issues behind sudden traffic drops, and deployed breadcrumb, FAQ, product and eCommerce schema.
  • Demand-led content: Competitor keyword-gap research guided category content, internal linking and search-led blog posts, widening entry points beyond the homepage.
  • Honest measurement: I annotated dips caused by payment gateway issues and downtime, so SEO was judged on what it could control.
  • AI visibility (GEO/AEO): I structured content, schema and FAQ-style answers for AI citation, and tracked AI referrals, attributed revenue and Bing citations as a separate channel.

Results

+128%Organic audience growth over 30 months
~9.5xImpressions vs baseline (clicks up ~162%)
~108xOrganic Shopping-listing conversions after feed and Merchant Center fixes, from a low baseline
~6xAI-referred traffic in 12 months, with ChatGPT driving ~97% of it
+32%Ranked keyword footprint, year on year
Career Highlights

Measurable results across 12+ years

Outcomes from earlier engagements across eCommerce, healthcare, real estate, cosmetics and local business. Each result reflects the period and baseline of its own engagement.

Organic search growth

+200%Sessions for a US real estate appraisal company within 3 months, with 12 keywords ranking in the top 1 position (2017–2018)
+750%Average session duration for the same real estate client within 3 months (2017–2018)
+40%Organic traffic growth through keyword research and content strategy (2013–2015)
+40%Organic traffic growth as SEO lead for a digital marketing team (2019–2020)
+30%Search ranking improvement for an IVF clinic website through data-driven SEO (2016–2017)

Revenue and conversions

50%+Sales increase for a cosmetics brand, with a lower cost per acquisition (2017–2018)
+30%Sales and conversions in 3 months for a baby care eCommerce ad account (2023–2024)
+15%ROI improvement on a monthly marketing budget of INR 500,000 over 6 months (2023–2024)
+20%Qualified leads from organic traffic (2013–2015)
+20%App installs through strategically planned Google Ads campaigns (2020–2022)

Engagement and brand

+25%Brand awareness from cross-channel marketing campaigns (2022)
+20%Customer engagement from coordinated marketing campaigns (2020–2022)
+40%Social media presence through strategic campaigns and monitoring (2019–2020)

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