Case Study: Increasing Organic Purchases for a Saudi Kids’ Toys Store by 110%

How an integrated SEO strategy nearly doubled organic traffic for a kids’ toys store and increased purchases from organic search by 110%.

Industry: Ecommerce – Kids’ Toys
Target Market: Saudi Arabia
Platform: Salla
Engagement Duration: 6 months

Results at a Glance

Metric	Before	After
Organic Traffic	9,000 visits	17,000 visits
Traffic Growth	—	Approximately +89%
Commercial Keywords Improved	—	+200 keywords
Purchases from Organic Traffic	—	+110%

Store performance growth in search results during the SEO implementation period.
Source: Google Search Console.

Results from the first quarter of the store’s SEO campaign

The Challenge: A Store With Products, But Untapped Search Potential

Before the engagement began, the store was generating approximately 9,000 organic visits over a three-month period, but its search visibility was not reaching its full potential compared with competitors in the Saudi kids’ toys market.

The main challenge was limited visibility for a number of important commercial keywords that potential customers use when searching for products they want to buy.

There was also another significant challenge: the store did not have a blog.

This meant the SEO strategy was missing an important channel for targeting informational searches, answering customer questions, and building internal links that could support commercial pages.

As a result, the project required more than simply optimizing existing product pages. It required building a comprehensive SEO foundation for the store.

The Strategy: Building Organic Visibility That Supports Both Traffic and Sales

I implemented a comprehensive SEO strategy tailored to the needs of an ecommerce business, with a strong focus on the Saudi market and purchase intent.

1. Website and Competitor Analysis

The project started with an in-depth analysis of the website and its competitors to identify:

• Keywords competitors were ranking for.
• Commercial keywords with growth potential.
• Pages that required optimization.
• Priority products and categories.
• Content gaps.
• Website architecture.
• Internal linking opportunities.
• Technical issues that could affect crawling and indexing.

2. Keyword Research for Products and Categories

For an ecommerce store, relying on a single keyword strategy across all products is not enough.

I developed a keyword strategy covering different types of search intent and page-level opportunities.

Commercial Keywords

Searches used by customers who are closer to making a purchase or evaluating products.

Category Keywords

Keywords designed to strengthen the visibility of the store’s main product categories.

Product Keywords

More specific searches that can help individual products appear when customers are looking for particular items.

Informational Keywords

Searches used by potential customers earlier in the buying journey, before they are ready to choose a specific product.

3. Category Page Optimization

Category pages are among the most valuable pages on an ecommerce website because they bring together multiple products and can target commercially valuable search terms.

The optimization work included:

• Titles.
• Meta Descriptions.
• H1 headings.
• On-page content.
• Keyword targeting.
• Page structure.
• Internal Linking.
• User experience.

The objective was to make category pages more competitive in search results while also making them more useful to potential customers.

4. Product Page Optimization

Product pages were optimized to help search engines understand the products while giving customers the information they need to make a purchasing decision.

The review included:

• Product names.
• Product Titles.
• Product descriptions.
• Keyword targeting.
• Product images and Alt Text.
• Headings.
• Structured Data where appropriate.
• Internal links.
• Duplicate content.

5. Building a Blog From Scratch

This was one of the project’s most important growth opportunities.

Because the store did not have a blog, I developed a content strategy designed to target searches that product and category pages could not effectively cover on their own.

Content was created around customer questions, needs, and informational searches, with relevant internal links connecting articles to commercial pages and products.

This allowed the blog to become part of the customer journey:

Informational Search

↓

Useful Content

↓

Product Discovery

↓

Product or Category Page

↓

Purchase

The objective was not simply to generate traffic to blog articles, but to guide that traffic toward pages that create commercial value for the store.

6. Building an Internal Linking Strategy

The internal linking structure was improved across:

Articles → Categories → Products

This made it easier for users to move from informational content to relevant products.

At the same time, the structure helped search engines discover important pages and better understand the relationships between different sections of the website.

7. Technical SEO for the Store

The store’s core technical SEO elements were reviewed, including:

• Crawling.
• Indexing.
• XML Sitemap.
• Robots.txt.
• Canonical Tags.
• Redirects.
• Duplicate pages.
• Product and category pages.
• Internal links.
• Mobile SEO.
• Site speed and user experience.
• Structured Data.

Because the store operates on Salla, the technical strategy focused on solutions that could realistically be implemented within the capabilities of the platform.

8. Content Optimization and Search Intent

The goal was not simply to add keywords to existing pages.

The content was reviewed based on user intent:

Is the user looking for information?

Are they comparing products?

Are they searching for a specific product?

Or are they already ready to buy?

Understanding these differences helped align each type of content with the appropriate stage of the customer journey.

9. Competitor Monitoring and Search Visibility Opportunities

Competitors were continuously monitored to identify the keywords and pages generating results in the Saudi market.

Based on these insights, new opportunities were identified for expanding commercial keyword coverage and developing additional content.

This allowed the strategy to evolve based on the competitive landscape rather than relying on a static keyword list.

The Results: Organic Traffic Growth and More Purchases

After six months of implementing the SEO strategy, organic traffic increased from approximately 9,000 visits to 17,000 visits, representing growth of approximately 89%.

The store also improved its rankings for more than 200 commercial keywords.

However, the most important result was not traffic growth alone.

Purchases from Organic Traffic Increased by 110%

The number of purchases generated through organic traffic increased by 110%.

This is where the real value of the strategy becomes clear.

If the goal of SEO is to drive meaningful ecommerce growth, increasing traffic alone is not enough.

The real objective is to turn a greater share of that traffic into:

Visitors → Products → Purchases

This is what made this project more than a simple rankings improvement exercise.

The Business Impact

Increasing organic traffic from 9,000 to 17,000 visits meant that the store was reaching a significantly larger pool of potential customers.

But the 110% increase in purchases from organic traffic showed that the improvement went beyond search visibility.

It translated into the business outcome that matters most to an ecommerce store: more sales generated through organic search.

This highlights the value of combining:

SEO + Content + Strong Commercial Pages + Good User Experience

rather than treating rankings as the ultimate goal.

The objective of ecommerce SEO is not simply to rank higher. It is to build an organic acquisition channel that connects search demand with products and ultimately contributes to business growth.