Case Study

Recovering B2C E-commerce Brand

INDUSTRY: E-commerce
LOCATION: Toronto, Canada
TIMEFRAME: July, 2023 – Present
PROJECT TYPE: Technical SEO, Content Marketing, EEAT
Scott Gabdullin
Founder, Authority Factors

“This case study focuses on reversing a declining trend in clicks and rankings for a men’s products e-commerce site. The solution included optimizing existing pages, creating long-form content targeting long-tail keywords, and aligning with Google’s EEAT criteria. The result was a doubling of daily clicks and a significant increase in conversions.”

104% ↑

Increase in daily clicks

+22% ↑

YoY increase in quaterly sales

#1 ↑

Rankings for main keywords in USA market

The Challenge

For our e-commerce client specializing in men’s products, the primary challenge was reversing a concerning trend: a six-month decline in clicks and search engine rankings. This decline was significantly impacting their online visibility and sales, a critical issue for any B2C brand.

The Solution

The Authority Factors team implemented a targeted strategy to revitalize the website’s SEO performance:

  • Comprehensive Optimization: We meticulously optimized all existing pages, including collections, product pages, and blog articles, for SEO.
  • Content Creation: Authored 5 new articles, each around 3,000 words, targeting highly relevant long-tail keywords.
  • SEO Tools Utilization: Employed PageOptimizer PRO for precise SEO enhancements, ensuring that optimizations did not adversely affect conversion rates.
  • Balanced Focus on Traffic and Sales: Maintained a keen emphasis on boosting traffic without compromising sales volumes, adhering to our principle that increased traffic must parallel consistent sales growth.
  • Optimization for EEAT: Recognizing the significance of Google’s EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) criteria, we focused on demonstrating the experience and trustworthiness of content. This involved showcasing firsthand experiences and expertise in the subject matter, which Google rewards by ranking such pages higher. We ensured that content creation processes were transparent and that, where necessary, we involved guest authors with relevant experience​​.


Our strategic approach delivered impressive outcomes:

  • Significant Traffic Increase: The website experienced a sharp and consistent rise in traffic, jumping from 26 clicks per day to 53 clicks.
  • Increased Conversions: Alongside increased traffic, the website also saw a noticeable increase in conversions, demonstrating the efficacy of our balanced SEO approach.

This case study exemplifies our commitment to not just improving traffic but ensuring that this traffic translates into tangible sales, a vital metric for any e-commerce client.



“We are so pleased to have worked with Authority Factors, specifically Scott and his team. We wanted to focus on optimizing our website for SEO while we migrated our website to Shopify, and Scott's contributions played a vital role in our success. Scott's in-depth knowledge in SEO, dedication and responsiveness throughout the project were exceptional. He and his team even went out their way to help us with valuable content creations, underlining his commitment to our success. Notably, our rankings and traffic managed to almost fully recover in a short amount of time after the migration. Overall, working with Authority Factors and Scott has been wonderful and we wholeheartedly recommend them to anyone seeking to improve their web SEO. Our sincere thanks go to Scott and his team for their amazing work in helping us achieve our goals and make the migration smooth - we couldn't have done it without all of you!”

Ying C.


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