Photo Gifts and Prints Retailer Case Study
How a major retailer grew search visibility and increased online sales
Client name changed for privacy and contract terms. In this case study, I refer to them as “High Street Photo Prints”.
The Brief
High Street Photo Prints is a recognised UK retailer in the photo gifts and print space. They wanted stronger organic visibility beyond brand searches, more page one coverage for buying-led terms, and a smoother path from landing page to checkout. The focus was on improving the pages that drive sales, while building enough authority to compete in a busy sector.
The Strategy
We focused on the commercial parts of the site first, then supported that work with authority building. On-page work covered titles, descriptions, and copy updates so key pages matched search intent more closely. We also improved internal linking so important categories and products received steady support from across the site. To back this up, we built relevant links through blogs and publications, and secured coverage in industry and national titles. Merchant Centre was also improved so product visibility stayed accurate and consistent.
Page titles and descriptions
Rewrote titles and meta descriptions on priority templates to better match search intent and lift click-through from results pages.
Internal linking improvements
Strengthened links between categories, products, and supporting content so important pages were easier to find and stronger in search.
Copy updates on key pages
Refreshed and expanded copy to answer common buyer questions, clarify options, and improve relevance on core terms.
Backlinks from relevant sites
Built external links through online blogs and publications, focusing on placements that made sense for the sector.
Press and publication features
Secured coverage in industry titles including Digital Photographer Magazine, plus national magazines like Best and Take A Break.
Merchant Centre improvements
Improved feed setup and accuracy to support stronger product visibility and fewer mismatches between listings and landing pages.
The Results
The site finished with broader page one visibility and stronger coverage on high-intent searches. Traffic growth was steady, while rankings grew faster as the site picked up more long-tail and category level terms that support sales.
+16%
Growth in Website Traffic
+233%
Keyword Visibility
+339%
Top 10 Keyword Rankings
+295%
Top 3 Keyword Rankings
+358%
Keywords Between Pos. 4 to 10
+33%+
Growth in Orders
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