Case Study 02
One keyword cluster, six pages, 5,200 new sessions
The Challenge
The Approach
Started from 8 seed keywords the founder considered strategic. Expanded to 380+ variants using Ahrefs + Semrush + Google Suggest scraping. Grouped by search intent (informational, commercial-investigation, transactional) and clustered by SERP overlap.
Scored every keyword on volume × KD × business fit. Selected one high-opportunity cluster (winter layering guides + product category) to prove the model before scaling.
Built a hub-and-spoke: 1 pillar page (buyer's guide), 3 informational posts (fabric care, styling, size guide), and 2 optimized category pages. Every spoke internally links to the pillar and to the transactional category.
Rewrote title tags, H1s, and meta descriptions for CTR (not just rankings). Added FAQ schema, Product schema, and BreadcrumbList schema. Compressed images and moved to WebP — LCP dropped from 3.8s to 1.6s.
The Results
| Metric | Before | After | Change |
|---|---|---|---|
| Ranking keywords (cluster) | 6 | 418 | +412 |
| Organic sessions / mo | ~800 | ~6,000 | +650% |
| Avg. cluster position | 24.3 | 6.1 | +18 positions |
| Assisted conversions | 18 | 228 | +1,166% |
| Paid dependency | 94% | 71% | -23 pts |
Takeaway
You don't need 100 pages to see SEO results — you need one well-researched cluster executed with discipline. The same playbook is now being rolled out across 4 more clusters, projecting an additional 20K sessions / month by Q4.
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