Case Study:
937% Growth in Organic Traffic for This US-Based Grass Sod Supplier
We started with just 900+ sessions from organic search. After a year of refining their content strategy and addressing technical issues, we’re now averaging 9,000 monthly sessions—that’s a 937% growth.
When we began in June 2023, most of their USA traffic came from direct visits. Today, organic search leads the pack. With focused updates to content, page structure, and keyword targeting, the site now consistently attracts traffic from buyers searching on Google.
About this eCommerce Residential and Commercial Grass Company
This grass sod supplier offers a more convenient way for homeowners and landscapers to get fresh turf delivered straight to their door. While they serve customers across the USA, their primary focus is Florida—where warm-season grass varieties are in high demand.
The brand stands out by offering pre-grown grass in modular pods, designed for easy installation and better survival. Their website promotes a range of turf products suited for residential lawns, dog runs, and backyard projects, all grown and harvested from regional farms.
The Challenge
When the client first came to me to be their SEO Specialist, they weren’t struggling, but they were invisible. Their products were doing well on Amazon. Distributors like Home Depot and Lowes were moving stock. But their own website? It wasn’t helping build their brand. They wanted more control, more visibility, and a better shot at connecting with customers directly.
The site had been built without any keyword research. There was no blog strategy. The product descriptions were pulled directly from the packaging. This is good for retail, but not ideal when the same products were also sold on Amazon. It made the brand look like just another seller instead of the original source.
They were on Shopify, which made some technical SEO fixes tricky. There was no in-house developer. And while I was brought in to help with digital, most of the internal team was used to retail distribution and events. Communication was rough at first. I’d send ideas, but things moved slow. Brand approvals took time. Every word and visual had to match trademark guidelines.
Their marketing head had little experience with SEO, so many initiatives needed extra explanation just to move forward. They were swamped with offline events, so the website often took a back seat.
Where I Rocked
My role was to support their team by handling the parts of SEO they didn’t have time or expertise for. From small technical fixes to building a content plan, I focused on steady improvements that could help the site grow without disrupting their existing operations or brand workflow.
Technical SEO and On-Page Fixes
The site wasn’t in bad shape, but it needed tuning. When I got on board, Ahrefs showed a site health score of 88/100. After optimizing image sizes, fixing unredirected 404s, and tweaking small issues often missed by the untrained eye, the score improved to 97/100. No dev team required—just careful checks and regular updates.
Keyword Research with Purpose
There was no keyword map to begin with. I built one from scratch, targeting both product-related and lifestyle terms. This became the foundation of every blog, landing page, and internal link we added later on.
Content Strategy and Calendar Planning
I worked with their writer to build a content calendar that blended lifestyle pieces with product topic clusters. We prioritized search intent and filled gaps that competitors were ranking for. I also recommended updates for top-level pages to improve user flow and support SEO.
Publishing and Content Optimization
I worked with their writer to build a content calendar that blended lifestyle pieces with product topic clusters. We prioritized search intent and filled gaps that competitors were ranking for. I also recommended updates for top-level pages to improve user flow and support SEO.
Task Management and Delegation
Content production was a team effort. I created briefs, assigned tasks, tracked progress, and gave feedback. This kept everything moving even when the internal team was focused elsewhere.
Link Building Support
The client already had a paid link placement service, but it was limited. I supplemented this with manual outreach to secure high-quality backlinks. This helped increase domain strength and push key pages up in rankings.
We started small. The site had a Domain Rating of just 2, fewer than 10 backlinks, and barely 5 referring domains. In the US, it ranked for around 800 keywords, most of them sitting far from page one.
Over time, the numbers picked up: Backlinks jumped by over 5,500%, Referring Domains rose by 2,600%, US Keywords Ranked increased by 350%.
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The Organic Results?
From Quiet Clicks to a Surge in Traffic
With the right strategies in place, the impact was undeniable:
In just one year, organic traffic from the US saw a massive lift. We went from 988 to 8,518 sessions—a 762% increase.
Engaged sessions told the same story, climbing from 695 to 4,900, a 605% jump.
These weren’t just clicks—they were real users spending time on the site, exploring pages, and moving closer to purchase. Quiet growth turned into steady traction.
Organic search went from contributing just 30% of total US traffic to driving over 55%
—now the site’s leading traffic source.
Most first-time users came from Google—and that channel exploded. Traffic from google/organic grew by over 900%, jumping from just 606 users in June 2023 to more than 6,400 in June 2024.
It shows just how much stronger the site’s presence became for new visitors discovering the brand through search.
While we only have one year’s worth of data in Search Console, the gains speak for themselves.
In February 2025, total organic clicks from the US rose by 175% compared to the same month in 2024.
Impressions followed with a 249% increase.
For non-branded queries alone, clicks were up 111%, and impressions grew by 149%—a clear sign that the site’s visibility expanded well beyond brand name searches.
Conclusion
This grass sod supplier went from being just another product listing online to owning more space in search results. With stronger domain authority, thousands more keywords, and a major jump in traffic and engagement, their website is no longer just an online catalog. It’s a traffic-driving, customer-converting asset.
And here’s the kicker: we did this by focusing mainly on blog content. Imagine the impact if we had more landing pages or product variations to work with. The potential for growth is massive. Want results like this for your business? Let’s talk eCommerce SEO.