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Case Study: Stationery Online Shop

+2,048% visibility

How Farbentour helped a stationery online shop achieve over 2,000% more visibility.

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The starting point

The starting point & the tasks

No comprehensive keyword research
No competitor analysis
Too few categories to cover all keywords
Categories were not maintained and had no content
Title tags and meta descriptions not optimized
Many technical on-page errors
Internal linking too weak
No backlinks built
No digital PR to strengthen the brand
No blog to serve informational keywords

At the start of the optimization, the shop already had a good visibility value (VI) of 1.05 according to Sistrix.

Larger competitors, however, had VI values of >10 or even >20 points.

To reach this goal, a complete SEO audit including strategy development was necessary. The detailed competitor analysis in particular showed where the SEO measures had to focus.

Countless keywords were not covered at all by the existing categories, and no ranking could be built for countless money keywords.

Linking was also very weak, and brand awareness was very low compared with the competition.

On top of that, the shop had a great many technical on-page errors that unnecessarily hampered crawling and indexing by the Google crawler.

There was no SEO controlling in place to evaluate the active SEO measures, so it was impossible to judge whether they were successful or not.

Our approach

The strategy & implementation

All the optimization opportunities mentioned were addressed step by step. Above all, the extensive keyword research uncovered new topic areas that could be covered by new categories and blog posts.

The numerous technical errors were fixed month by month in cooperation with the client. Expanding and maintaining the category copy also increased their visibility.

The continuous link building combined with digital PR helped to strengthen the client’s brand and also to show Google, with new strong backlinks, that the website is relevant for all the important keywords.

Thanks to the SEO monitoring, the success of the SEO measures could be tracked much more clearly together with the client, and fine adjustments could be made to the existing SEO strategy.

Detailed keyword research incl. competitor analysis
Carried out on-page measures
Created many new categories
Set up a blog + created content
Carried out link building & digital PR
Set up SEO monitoring to track performance

The result

The results

Thanks to numerous measures, the website’s visibility was increased significantly within three years. This led to a marked rise in traffic and revenue and enabled the company to scale considerably.

+2,048%
more visibility (VI 1.05 → 22.56)
+190%
more visibility in AI search
264,028
keywords worldwide (229,996 in DE)
3,715
prompts with visibility in AI answers
264,028 keywords · 585,871 organic visitors · €430,000 estimated traffic value.
Sistrix: visibility index development – from 1.05 to 22.56 (start of optimization 2021).
Visibility in AI search: 3,715 prompts (+190%) across Google AI Mode, Google AI Overviews & ChatGPT.

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