Specialist aquatics retail · Devon, UK · 12 months
South West Koi & Aquatics
Turned a hobbyist catalogue into a national ecommerce contender with product-level SEO and shopping campaigns built on margin, not volume.
The challenge
Thousands of thin product pages competed with each other, and Shopping campaigns pushed low-margin dry goods while premium koi stock never appeared in search.
What we did
- Consolidated 1,400 duplicate product URLs into canonical category hubs
- Buying-guide content targeting pond filtration and koi health queries
- Shopping feed restructured by margin band with priority bidding
- Seasonal keyword calendar tied to pond stocking cycles
Before and after results
SEO results
| Metric | Before | After | Change |
|---|---|---|---|
| Organic sessions / mo | 3,100 | 27,600 | +790% |
| Organic revenue / mo | £4,800 | £46,200 | +863% |
| Indexed ranking keywords | 620 | 5,900 | +5,280 |
| Avg. position | 38.4 | 9.1 | -29.3 |
Paid ads results
| Metric | Before | After | Change |
|---|---|---|---|
| ROAS | 2.4x | 11.2x | +367% |
| Cost per acquisition | £42 | £11 | -74% |
| Monthly ad spend | £5,000 | £100 | -98% |
| Ad revenue / mo | £12,000 | £94,080 | +684% |
Keyword movement
- buy koi carp online uk#47→#2
- pond filter systemunranked→#6
- koi health treatment#29→#1
“Our best month before FastLane is now an average week. The margin-first ad structure changed everything.”