Case study · Ecommerce

Casio India Shop: 2.11M clicks and 50M impressions in a year

Growing search visibility for a brand's own store against marketplaces and resellers.

Data: Google Search Console, 12 months to October 2021.

What changed

2.11M clicks from 50M impressions at a 4.2% CTR over 12 months, with peaks above 10K clicks a day in the festive window.

Results
The evidence

Results

A Year in Search Console

2.11Mclicks in 12 monthsSearch Console
50Mimpressions in 12 monthsSearch Console
4.2%average click-through rateSearch Console
6,583clicks on a typical mid-year daySearch Console

How the year read, day by day
Measure	Typical day	Festive peak	Through the year
Clicks	4K to 7K	10K+ (Dec and Jan)	2.11M in total
Impressions	100K to 150K	Rising all year	50M in total

What changed

2.11M clicks from 50M impressions at a 4.2% CTR over the 12 months.
Clicks held at 4K to 7K a day, with peaks above 10K a day in the December and January festive window.
Impressions rose through the year, from about 100K to about 150K a day, as more product and category pages appeared in results.
On a typical mid-year day (11 July): 6,583 clicks from 146,618 impressions.

The evidence

Search Console, 12 Months to October 2021

Google Search Console performance for Casio India Shop, 12 months to October 2021 — Google Search Console, 12 months to October 2021: 2.11M clicks, 50M impressions, 4.2% CTR, average position 14. Impressions rise steadily through 2021.

Why it needed work

A brand's own store competes with Amazon, Flipkart and dozens of resellers for the same product searches.

Where things stood

Where things stood

Page 2 Is Where the Revenue Hides

A brand's own store has a hard job in search. It competes with Amazon, Flipkart and dozens of resellers for the same product searches, and Google often favours the marketplaces.

Casio India Shop had strong brand demand but an average position of 14, a sign that many product and category pages were stuck on page 2, where almost nobody clicks.

Who it was for

A brand's own online store for watches and consumer electronics in India.

The client

The client

Casio India Shop, Ecommerce

Client: Casio India Shop
Industry: Ecommerce, watches and consumer electronics
Period: 12 months to October 2021
Data: Google Search Console

How we did it

Move page-2 category and product pages to page 1, earn rich product results, and plan around the festive season.

What we did
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What we did

From Page 2 to Page 1

01
Page 2 to page 1
Category and product pages already ranking on page 2 for high-volume terms were prioritised, with titles, on-page content and internal links rebuilt to move them into the top ten.
02
Rich product results
Product, Offer and Breadcrumb schema, so listings could show price, availability and ratings in search results.
03
Seasonal planning
Content and page updates planned around the festive and gifting season, when clicks spike to 10K to 12K a day.

Casio India Shop in one line

On a brand store, page 2 is where the revenue hides. The work is moving it to page 1.

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