Background
Olivia runs Protect My Shoes, an e-commerce brand specialising in shoe stuffers — products designed to help customers maintain and protect the shape of their shoes. Her customer base includes both individual consumers (B2C) who care about their shoe collections, and businesses (B2B) such as retailers and shoe care brands looking for wholesale solutions.
When Olivia came to us, her products were solid, but her online store wasn’t pulling in the organic traffic needed to scale both her B2B and B2C sales. She knew there was demand out there — but potential customers simply weren’t finding her.
The Challenge
Olivia’s primary goal was straightforward: increase organic traffic from Google to generate more sales across both her B2B and B2C channels. The store was built around the term “shoe stuffers” — which created a ceiling on how much traffic the site could attract, because it relied on customers already knowing the exact product name.
The Key Insight
During keyword research, we discovered that potential customers weren’t just searching for “shoe stuffers.” They were also using terms like “shoe inserts,” “shoe shapers,” “shoe trees,” and “shoe protectors.” By only targeting “shoe stuffers,” the store was invisible to a huge segment of people actively looking for the same solution but using different language. Our job was to bridge that gap.
Our Strategy
We built a comprehensive SEO strategy designed to capture traffic across the full spectrum of keywords related to shoe care and shoe shape protection:
- Keyword Research & Theme Mapping — Identified clusters of related keywords and mapped them into content themes for targeted coverage.
- Link Building & Citation Building — Built high-quality backlinks and industry citations to boost domain authority and search visibility.
- 80+ SEO-Optimised Articles — Published over 80 blog articles across 3 months, each targeting specific keyword phrases relevant to shoe care and protection.
- Product Page Optimisation — Rewrote product descriptions with SEO-friendly copy and added structured FAQ sections to capture long-tail search queries.
- Schema & Collection Page Fixes — Fixed broken product schema markup and wrote keyword-rich descriptions for every collection page.
- Shopify Store Rebuild — Rebuilt the Shopify store to improve site speed, user experience, and conversion rate.
Execution Timeline
Month 1 — Research & Foundation: Completed keyword research, mapped content themes, rebuilt the Shopify store, and fixed product schema markup.
Month 2 — Content Ramp-Up: Began publishing SEO articles at scale, optimised product descriptions, added FAQs, and started link building outreach.
Month 3 — Full Throttle: Hit the 80-article milestone, continued citation building, and wrote original descriptions for all collection pages.
Month 4 — Results: Organic traffic from Google increased by 3x.
The Results
- ✓ 3x organic traffic growth from Google
- ✓ 80+ SEO articles published in 3 months
- ✓ Results achieved in just 4 months
- ✓ B2B + B2C sales uplift from organic traffic
The combination of keyword theme research, aggressive content publishing, technical SEO fixes, and a rebuilt Shopify storefront gave Olivia exactly what she needed: a steady, growing stream of organic traffic that converts into both B2B and B2C sales.
Olivia Hollaus Founder & CEO, ProtectMyShoes.com“We’ve been working with Daminico for over 10 years. They manage our Shopify design, maintenance, SEO, and all things CRO. They’ve been an essential partner in our growth.”
