2 Years of SEO, Web Management & Custom Tool Development — 284K Impressions, 11K Clicks, Average Position 7.6 .
The Client
A patented, made-in-USA outdoor product brand selling a hillside terracing and erosion control system nationwide through their Shopify eCommerce store. Products manufactured from 100% recycled plastic, covering slopes from 10° to 45°. Featured in CNBC, Fox News, USA Today, Women’s World, and Science Times. Sold across all 50 states and internationally.
A real brand with real press but organic search needed a long-term strategy to match the brand’s scale.
They came to Dexora Digital two years ago. They are still with us today.
The Challenge
Erosion control is a niche product category with a complex buyer journey. A homeowner with a sloped yard does not just search “buy erosion control product.” They search:
“How do I stop my hillside from eroding”
“What plants stop soil erosion on slopes”
“Slope stabilization DIY”
“Hillside terracing system”
“How to fix erosion on steep slope”
Each of these is a different stage of awareness. Each needs different content. And each needs to connect back to a product that most people have never heard of before they started their search.
The SEO strategy had to educate and convert simultaneously across two distinct audiences: DIY homeowners and professional installers.
What We Did
SEO Strategy & Execution — 2 Years
Full technical SEO foundation built and maintained across the Shopify eCommerce store. Content strategy mapped to every stage of the buyer journey from awareness searches about slope erosion, to comparison searches, to product-specific buying intent.
On-page optimisation across every product page, collection page, and blog article. Structured data keeping product listings eligible for rich results. Schema markup applied to products, FAQs, and how-to content — making pages eligible for Google’s enhanced SERP features and AI search citations.
Two distinct keyword strategies running in parallel: DIY homeowner language and contractor-level technical language. Different copy, different content, same product.
Web Team Support
Ongoing Shopify development support as the product range expanded from two variants to a full lineup covering mild slopes, steep slopes, networked systems, detached systems, and accessories. Site architecture maintained as the catalogue grew. Core Web Vitals monitored and maintained. New collection pages, product pages, and feature deployments without disturbing existing SEO equity.
Custom Tool Development
Built a slope estimator tool directly into the Shopify site. Homeowners input their slope angle and dimensions and get an instant recommendation: which product variant, how many units, which J hooks, and a complete cost estimate.
This tool solves the single biggest conversion barrier in the product category buyers do not know which product or how much they need. A confused buyer does not purchase. The estimator removes that confusion at the point of purchase.
It also signals expertise to Google. Tools that solve a genuine problem attract backlinks, dwell time, and AI citations. A slope estimator built for a specific product category is the kind of content that gets cited in Perplexity and ChatGPT when someone asks “how do I calculate how many erosion control panels I need.”
The Results 3 Months (Latest Period)
11,000 organic clicks.
284,000 impressions.
3.9% average CTR.
Average position 7.6 across all ranking keywords.
The 3.9% CTR at an average position of 7.6 is the standout number. Sites ranking at position 7–8 typically see 1.5–2.5% CTR. Exceeding that by nearly double means the titles, meta descriptions, and structured data are earning clicks that the ranking position alone would not justify.
These are not launch numbers. These are steady-state numbers from a brand two years into a properly managed SEO campaign.
Why Two Years Matters
Most eCommerce brands rotate agencies every 6–12 months. Every rotation resets the strategy. The new agency spends the first three months understanding the product, the audience, and what the last team built.
Two years of continuous partnership means the team understands the seasonal patterns of slope erosion searches, the difference in how a California wildfire recovery customer searches versus a Pacific Northwest homeowner, and how the product fits into searches about mudslides, drought recovery, and hillside landscaping.
That institutional knowledge cannot be bought. It compounds.
Services Delivered
SEO Strategy & Execution · Shopify Web Management · Technical SEO · Content Strategy · Schema Markup · Custom Tool Development · Ongoing Retaine
Market: USA nationwide + international
Platform: Shopify
Engagement: 2 years ongoing
FAQ
Q: How long does it take to see SEO results for an eCommerce brand?
For this client, meaningful organic traffic growth began in months 3–4, with consistent compounding from month 6 onward. At the 2-year mark the site generates 284,000 impressions and 11,000 clicks per quarter from organic search alone. SEO is not a switch it is a system that builds over time.
Q: What is a custom slope estimator tool and why did it help SEO?
The estimator allows a visitor to input their slope angle and square footage and instantly receive a product recommendation and cost estimate. It helps SEO in three ways: it increases time on site, it solves a problem competitors haven’t solved (earning backlinks naturally), and it gets cited in AI search engines like ChatGPT and Perplexity when users ask slope calculation questions.
Q: Why did Dexora Digital focus on two separate keyword strategies for the same product?
The product serves two distinct audiences DIY homeowners and professional installers. A homeowner searches “how to stop my hillside from eroding.” A contractor searches “hillside terracing system bulk pricing.” Both searches lead to the same product but require completely different content, tone, and page architecture. Serving both audiences with one generic page loses both.
Q: What does Shopify web management actually include in an ongoing SEO retainer?
For this client it included new product page launches, collection page architecture updates, site speed monitoring, Core Web Vitals maintenance, internal linking updates as the catalogue expanded, structured data updates, and coordination between SEO requirements and Shopify development changes. SEO and web management handled together means no development change breaks existing rankings.
Q: Can Dexora Digital build custom tools for Shopify stores?
Yes, The slope estimator built for this client is one example. Custom tools are built around the specific conversion barriers in a product category the question a visitor cannot answer that stops them from purchasing. Removing that barrier converts traffic that was already arriving. It is often the highest-ROI single project in an eCommerce SEO engagement.
Q: Do you work with eCommerce brands long-term?
The majority of Dexora’s eCommerce clients are on ongoing retainers. SEO compounds with time — a two-year engagement produces results that a six-month engagement cannot replicate regardless of budget. The ongoing retainer model is the only one that produces the kind of steady, compounding growth shown in this case study.
Q: What results can an eCommerce brand expect from Dexora Digital?
Results depend on the market, competition, and starting point. What we can guarantee is the approach: technical foundation first, content strategy matched to real buyer intent, and custom tools or assets that solve genuine conversion barriers. This client went from a standing start to 284,000 quarterly impressions with an above-average CTR over two years of consistent work.
Managing an eCommerce brand and want a long-term SEO partner? Book a free strategy session.
