Fifteen times the visits from Google in nine months, from guides people already search for

The products are expensive, the kind people look at several times before they buy. The store had the products, but in January Google sent it 249 visits in a whole month, and on average showed it at position 15.7, on the second page, where almost nobody clicks.

What was wrong

The site gave Google little to show. Few of its pages answered the questions people ask before they buy, so it mostly appeared for people who already knew its name. Behind the pages, many forwarding rules from earlier versions of the shop led to the wrong place or nowhere, and several automated emails still sent customers to the brand’s previous website.

What I did

I run the work month by month, and I do most of it myself, inside the store, the email platform and Search Console.

• Guides for the questions people search. I research what people type before they buy, write a guide for each question worth answering, and link each guide to the products it talks about. The guides now bring in most of the visits.
• A product range Google can read. Every one of the 437 products was cleaned up and described, and 112 product pages were given new search titles and descriptions.
• Repairs behind the pages. I checked all 240 forwarding rules on the site, repaired 63 and added 2. Google’s list of addresses on the site it could not find fell from 227 in early September to 158 in October.
• Email that keeps a visitor once they arrive. A new welcome series went live, the signup forms were switched on with one clear offer, the automated emails that pointed to an old website now point to the store, and the brand’s email now proves it comes from the brand, which helps it reach the inbox.

What changed

Google Search Console	January	August	September
Visits from Google	249	2,487	3,882
Times the site was shown	5,087	425,723	690,014
Average position	15.7	6.7	6.3

Visits from Google are more than fifteen times what they were in January. Between August and September alone they rose 56 percent, and the average position still improved while Google showed the site 62 percent more often.

The guides compound. Three of them broke out in the same month: one went from 74 visits in August to 430 in September, one from 79 to 333 and one from 178 to 322. The strongest guide grew from 851 visits to 1,403 and moved up from position 6.5 to 5.6.

Over the twelve months to October, the store’s own records credit Google search with 15 online orders, 13 of them from new customers. Products at this price are rarely bought on the first visit, so the first visit is the one that matters.

What has not moved yet

The shop pages have not followed the guides. In September, collection pages were shown more often and ranked higher than in August, but brought 71 visits against 113, and product pages 102 against 122. At this volume that can be ordinary monthly movement, and the cause is not established. Turning guide readers into shoppers is the work now in hand: guides written for people ready to buy, and links from the strongest guides straight to the matching collection.

How we measured

• Visits, times shown and average position, month by month: Google Search Console, the whole site, read October 2026. January to July were read through Search Console’s data in a connected SEO tool, which matched Search Console exactly for August; August and September were read in Search Console itself.
• The guides and the shop pages: Google Search Console, by page, August against September 2026, read October 2026.
• Forwarding rules and addresses Google could not find: the store’s redirect list, exported before and after the repair, and Search Console’s not found list, early September against October 2026.
• Online orders: the store’s own attribution report, last click that was not a direct visit, twelve months to October 2026, checked order by order against each order’s visit history.
• Products and search listings: the store’s admin, August to October 2026.