Case Study: How Elladora Boutique Tripled Their Website Traffic with A Simple Small Business SEO Strategy
- Brittany Miller
- 2 hours ago
- 9 min read
Why SEO Matters for Small Business Growth
Elladora Boutique is a Canadian fashion boutique with a mission to support women designers by offering thoughtfully curated clothing, jewelry, and accessories. While the shop had built a strong reputation locally and seen steady success in-store, online sales told a different story. Despite having a beautiful Shopify site, traffic was low, clicks were minimal, and digital growth felt stuck.
That’s where my small business SEO strategy came in. By focusing on keyword research and optimizing product descriptions, Elladora Boutique began attracting the right audience online. The results? Website traffic tripled, clicks nearly doubled, and for the first time, online sales became consistent—not just an afterthought.
This SEO case study isn’t just about higher rankings. It’s about how a strategic, affordable SEO approach can transform your entire marketing strategy—driving sales, building brand awareness, and even growing your email list month after month.
If we haven't met yet, I’m Brittany, an online marketing strategist for female entrepreneurs. I teach women how to make their entrepreneurial dreams a reality through smart, actionable marketing strategies that get them seen, loved, and paid. Whether you’re eager to DIY your way to success or hire professionals to help you along the way–my goal is to make sure you walk away with the clarity you need to see the results you desire and build a life you love.
Table of Contents
The Challenge: Strong In-Store Sales, Weak Online Presence
Elladora Boutique had built a loyal following at the physical store, but online sales lagged behind. The boutique’s Shopify website looked polished, yet it wasn’t bringing in steady revenue.
Part of the problem was the lack of a clear SEO strategy. Website traffic was flat, and product descriptions weren’t optimized for keywords, meaning products weren’t showing up in search results. Without visibility, potential customers simply couldn’t find them.
To make things more complex, the business was juggling multiple disconnected systems for email and customer communication. While in-store shoppers stayed engaged, the online audience was disorganized and under-utilized.
On top of that, the budget was limited. This meant a traditional large-scale SEO services package wasn’t realistic. Instead, the business needed an affordable SEO strategy, a phased, intentional approach that would focus on optimizing what already existed, starting with product descriptions and collection pages, to drive consistent online growth.
The Solution: Building an SEO Strategy That Fits a Small Business
To turn Elladora Boutique’s online presence around, we focused on building a SEO strategy that was affordable, intentional, and designed to work alongside her existing marketing efforts.
Step 1: Audit & Keyword Research
We started with a full website audit and a deep dive into Google Search Console to uncover how people were already finding Elladora online. From there, we identified trending products and search queries that showed real potential. Using Ubersuggest, we built a comprehensive SEO keyword bank, focusing on realistic keywords her boutique could actually rank for.
Step 2: On-Page SEO Updates
Next, we began optimizing her site. Since the budget was limited, we took a phased approach—starting with the collections and products that were already generating some traffic. We rewrote product descriptions and collection pages with keyword optimization in mind, making sure the updates stayed true to Elladora’s brand voice while improving visibility in search engines. This gave her a concrete example of how a simple SEO strategy in digital marketing can directly support sales.
Step 3: Integration into Marketing Strategy
Instead of treating SEO as a standalone project, we wove it into Elladora’s existing marketing system. The improved product descriptions started driving more organic traffic, which in turn fueled her email list growth through opt-in forms and lead magnets. This meant SEO was working hand-in-hand with her weekly email campaigns, Shopify store, and loyalty program—creating a full-circle strategy that connected online visibility with real conversions.
The Results: From Flat Traffic to Consistent Online Sales
Within just a few months of implementing Elladora’s new SEO strategy, the numbers started to speak for themselves.
Website traffic tripled, giving her boutique a steady flow of new visitors.
Clicks nearly doubled, meaning more potential customers were actively browsing her products.
Impressions soared from just a few thousand to nearly 3X that amount, as her products began showing up for a wider set of keywords.
She started ranking for new, high-intent search terms thanks to optimized product descriptions and collection pages.
But the most exciting part?
The business went from almost no sales to generating consistent sales every single month. What started as a question of “does SEO work for small businesses?” turned into a resounding yes—with results that went beyond just online sales.
The side wins were equally impactful: increased foot traffic in her boutique and steady growth of her email list, fueled by the organic traffic her site was now attracting.
These results came from a slow, intentional approach which is proof that even low budget, affordable SEO can generate lasting, compounding growth.
See our growth from August to now. A pretty steady increase excluding the few months this fall where we paused to refresh the website copy and design, which required us to request index for new keywords with the changed copy.
Here’s what Annie, the founder of Elladora Boutique, had to say:
"Since August of last year, I’ve been working closely with Brittany on the SEO side of my business, and the difference has been incredibly valuable. What I appreciate most is how clear and strategic the process has been — not just ‘doing SEO,’ but actually understanding why certain changes matter and how they support long-term growth.
We’ve focused on improving website structure, content, and visibility in a way that feels aligned with my brand, not forced or generic. I feel far more confident knowing my site is set up properly behind the scenes and working for me consistently. If you’re looking for someone who understands SEO but can explain it in a way that makes sense — and who genuinely cares about your business goals — I highly recommend working with Brittany"
Key Takeaways: What Other Businesses Can Learn
Elladora Boutique’s journey is a reminder that SEO doesn’t have to be overwhelming or expensive. Even with a limited budget (or DIY approach), you can start small, make intentional updates, and see results that grow over time.
Here are a few lessons other businesses can apply right away:
Start simple. A SEO strategy can be as straightforward as updating your product descriptions or collection pages. You don’t need to overhaul your entire website to see progress.
Build a keyword bank. Having a list of researched keywords gives you a roadmap you can use everywhere, from blogs and Instagram captions to product pages and even email subject lines.
Connect SEO to sales. On-page optimization isn’t just about rankings. Done well, it drives qualified traffic that fuels both sales and email list growth.
Play the long game. SEO compounds. Small, consistent changes (like optimizing a few products at a time) add up to big wins in traffic, visibility, and conversions.
The bottom line: SEO strategy in digital marketing isn’t just about being found on Google. It’s about building a system that supports your sales funnel, grows your list, and promotes your business around the clock.
Beyond eCommerce: How Service-Based Businesses Can Use SEO
While Elladora Boutique’s transformation focused on product descriptions and collection pages, the truth is that SEO is just as powerful for service-based businesses. If you’re a coach, creative, or service provider, optimizing your content can help you get discovered, book more clients, and grow your authority online. I've used implemented SEO strategies in my own business and seen similar results to Elladora Boutique in terms of traffic, clicks and conversions.
Here are a few ways to make it work:
Blog Posts for Client Pain Points. Writing blogs that answer the exact questions your clients are Googling (“how to choose a business coach,” “time management tips for working moms,” etc.) positions you as the go-to expert. Pair those insights with keyword research to make sure your posts are showing up in search results.
Podcast Show Notes. If you already host a podcast, your episodes can work double-duty. Optimizing show notes with researched keywords makes your podcast more searchable and can funnel listeners back to your website or services.
SEO in Everyday Content. Even short-form content like Instagram captions, YouTube descriptions, or Pinterest pins can benefit from SEO keywords. These small tweaks compound over time and increase your visibility where your ideal clients are searching.
If you want to dive deeper into this, check out my post on Blogging for Business: How to Use SEO to Sell More (In Simple 5 Steps!). It's full of practical strategies for turning blogs into business growth tools.
SEO isn’t just for eCommerce. It’s a foundational piece of any business SEO strategy, helping you build authority, attract qualified leads, and make every piece of content you create work harder for you.
When to DIY vs. Hire SEO Help
One of the biggest questions small business owners ask is: “Should I handle SEO myself, or hire someone to do it?” The answer really depends on your time, goals, budget, and how quickly you want to see results.
DIY SEO works best if:
You have the time (and patience) to learn the basics.
You’re focused on optimizing a handful of core pages, like your homepage, about page, or one service page.
You’re experimenting with blog posts or want to slowly build momentum without a strict timeline.
Hire SEO help if:
Your systems feel scattered (like Elladora’s did before we streamlined).
You want results faster and don’t have time for trial and error.
You’d rather focus on serving clients or customers than managing SEO logistics.
You’re ready for an Expert who gives you clarity, a keyword bank, and a strategy you can plug into everything from your website to your emails and Instagram.
That’s exactly what my SEO VIP Day is designed for, giving you a complete, personalized SEO strategy in just one day so you can start seeing traffic and sales without the overwhelm.
The Next Steps for Elladora
SEO is never a “one-and-done” project. It's a foundation that keeps compounding when you build on it. For Elladora, the next steps are about taking the strong base we’ve created and layering on more growth opportunities.
At my recommendation, Annie invested in Professional Copywriting for her main website pages like her homepage, about page, and product pages. Keywords are powerful, but pairing them with high-converting copy makes on-page SEO even stronger and increases her conversion rate (online orders and email sign-ups).
(Pro tip: If you’re looking for a copywriter who understands SEO, I’m happy to recommend one.)
Next, we’re adding blogging into her strategy. Long-form content not only boosts her search rankings but also gives her fresh, valuable content to repurpose in weekly emails and on social media. This is how SEO starts to streamline her entire marketing system. One blog post can become an Instagram carousel, an email, and even a podcast talking point in addition to creating traffic opportunities from the keywords in the blog. It's a win-win-win.
Update: You can check out her blog here, she's got some great content now that's supporting her SEO growth!
Finally, Elladora is continuing to align her marketing around SEO-informed content. Instead of guessing what to post or email about, she now has a keyword bank and strategy that points her toward what her audience is actually searching for. That means more visibility, more website traffic, and ultimately, more sales.
Curious how blogging and SEO could fit into your own marketing strategy?
Ask me about my Blogging Packages or get in touch for copywriter recommendations to take your SEO to the next level.
Conclusion: How We Support Your SEO Beyond Strategy
Elladora’s story proves that SEO isn’t just about climbing the rankings. It's about turning visibility into real, measurable growth. With a focused SEO strategy, she went from flat online sales to consistent revenue, all while growing her email list and boosting in-store traffic.
SEO is the bridge between being found and actually making sales. When it’s woven into your marketing strategy, it works quietly in the background, bringing in the right audience, increasing conversions, and creating opportunities to grow without constant hustle.
Now it’s your turn.
Book a VIP SEO Strategy Day with me to get your custom keyword bank and roadmap for website rankings.
Or explore our Blog Writing Services to start leveraging SEO through content that connects and converts.
Your business deserves to be found and with the right SEO strategy, it will.
Comments