E-commerce SEO Case Study for PURELEI

E-commerce SEO Case Study:

PURELEI.com

+100% Visibility in 8 Months

In October 2024, our SEO setup for PURELEI began. The goal: a scalable SEO strategy that sustainably increases visibility, brand queries, and revenue.

SISTRIX Visibility Index from 2.5 to over 5.8

+30% more organic traffic

+€600,000 in revenue

Summary:

Organic revenue up by 30%: Generic traffic increased by 32% year-over-year since November 2024
Doubling of visibility: Increased visibility on SISTRIX for the money keywords
Solid foundation: Technical and infrastructural prerequisites created to implement targeted on-page optimizations on category and product pages
More growth: Identification of new business areas with 16x search potential in the jewelry sector, now better utilized

Testimonials

Initial Situation

Influencer Brand and SEO – Does That Work?

PURELEI has grown rapidly over 8 years through influencer marketing, socials, and strong campaigns. Paid was the dominant growth driver for a long time. However, at the start of the project, three fundamental challenges emerged that many social-first brands face once they reach a certain size:
- Rising costs for new customers via paid, CPMs are increasing
- Conversion peaks are getting more expensive, every additional sale requires more budget
- Limited reach outside their own community

The brand is loved, but without prior contact, hardly anyone finds PURELEI organically—potential buyers remain undiscovered.
Lack of scalability via search intent: Traffic is mainly generated by push rather than pull; demand is not being captured despite clear product interest in the market.
The goal was therefore clear: build organic visibility as a second stable growth source—more predictability, less dependency, and long-term lower acquisition costs.

PURELEI Starting Point at Project Launch

Status at the beginning: SEO existed but was not actively managed. The focus was on social community and paid; organic traffic was not a relevant growth driver.
Failed relaunch, many technical errors, as seen in the screenshot.

Where the potential lay:
- Hardly any visibility for search intents like "earrings women," "hoop earrings gold," "necklaces"
- The blog generated content but no measurable traffic
- Collections and variants were not built with search in mind

Analysis of the Current Situation

No SEO setup in place: missing keyword research, content clusters & monitoring, and missing SEO strategy
Technical SEO errors: Google Search Console showed 1000+ errors in structured data, missing structured data like review snippets, 404 errors, etc.
Shopify theme limitations for SEO: Shopify theme layout did not include options for on-page SEO basics
Lack of SEO integration in the company: E-com team, content, and other departments had no awareness of the relevance of SEO
Declining SEO performance: Weak generic traffic and stagnant brand traffic

In This Context, I Anchored the Project at PURELEI

We position SEO as a scalable growth channel and firmly integrate it into PURELEI's performance strategy.
The focus is on search intents around products and categories, i.e., keywords without direct brand reference but with real revenue potential.
Internally, we create visibility for the channel and ensure that teams understand processes and opportunities.
The blog is used to capture search queries along the customer journey and translate content measurably into traffic and leads.

Growth Channel with These Levers

This Is How I Proceeded with Proven Neuro-SEO System®:

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