About the client
Raspberry Elephant is an online store for children’s products with a catalog of 18,000+ items. It had been running since 2019 and, by the time we started working together, had four physical stores, but the online channel brought in less than 12% of revenue.
The site runs on WordPress + WooCommerce, with a historically messy category structure. The brand was well known offline, but in search it either didn’t show up at all or appeared around position 7-8, where almost nobody clicks.
The goal
The client came with a specific ask: “We want online to bring in at least 40% of revenue within 12 months.” Before we started, we broke that down into concrete SEO goals:
- Grow organic traffic at least 3× in 6 months.
- Reach the top 10 for 800+ commercial queries (138 at the start).
- Get the site structure to a point where adding new categories doesn’t require a rebuild.
- Cover the long tail — informational queries that bring in future customers.
What we found in the audit
The first stage was a full technical and content audit. The findings were fairly predictable for a project that had never had systematic SEO:
- 14,800 duplicates from faceted navigation without proper markup.
- 87% of product pages had no unique description or copy-pasted text from the manufacturer.
- LCP of 4.2s on category pages from heavy images and unnecessary plugins.
- 0 informational pages — the blog wasn’t running.
- Link profile — 40% of links from toxic sources that had to be disavowed.
What we did
We split the work into six phases. Not linearly: the technical work and content ran in parallel, and link building came after the site stopped leaking through facets.
Technical foundation (month 1)
We rebuilt the faceted-navigation logic — most filter pages went to noindex, some to canonical. We cut duplicates from 14,800 to 320. We sped the site up: LCP from 4.2s to 1.7s via WebP, lazy-load, and a plugin cleanup.
Structure and keywords (months 1-2)
We built a full set of keyword research covering 12,400 queries. We found 18 missing categories (for example, “organic clothing for infants” — a niche where the client had the products but no landing page).
Category content (months 2-4)
We rewrote the copy on 340 categories. Not “SEO walls of text” at the bottom, but real selling content: why the category matters, how to choose, answers to the questions parents actually ask. We added FAQ blocks with structured data.
Product pages (months 2-5)
We wrote unique descriptions for 2,800 key SKUs — the top 15% by revenue. We added “specs,” “what it’s made of,” “what age it’s for,” and “what else you’ll need” blocks.
Blog and expert content (months 3-6)
We launched the blog. In 4 months we published 38 expert articles drawing on real input from pediatricians and educators. That brought traffic from informational queries and, as a bonus, citations in Perplexity and ChatGPT.
Link building and cleanup (months 4-6)
We disavowed 1,200 toxic links. We earned 86 new ones — parenting blogs, children’s-product media, niche forums. A natural anchor profile, no over-optimization.
Key takeaway
Fixing faceted navigation came before scaling content — order matters. Pour content onto a site that’s leaking duplicates and you just create more pages to fix later.
Results in numbers
What we got after 6 months compared to the baseline period:
Organic traffic trend (thousands of sessions / mo)
The stack and tools
What’s next
We’re now in stabilization mode — holding positions, filling out new categories, and making targeted mobile-speed improvements. Planned for next quarter: a dedicated GEO block for AI search, deeper coverage of the long tail, and expansion into new regional markets.
In six months of working with heleum.studio, online went from 12% of revenue to 38%. The most important part isn't "metrics going up on a screenshot" — it's the real orders we see in our CRM every day. And the fact that the team explains what they're doing in language our content manager and developer actually understand.
