Rebuilding a B2B ecommerce site suffering from over-optimization
Only Optical, a B2B eyewear store, had been weighed down by keyword stuffing, a messy URL structure, and years of over-optimization. A ground-up rebuild of the site's SEO grew impressions from 43.4K to 180K, and clicks from 635 to 935.
Challenge
Only Optical, a UK-based wholesale eyewear retailer running a B2B ecommerce store, had potential but was weighed down by keyword stuffing, poor structure, and over-optimization. Despite some traffic, rankings were stagnant and conversions were inconsistent. The goal was to restructure the site for sustainable, long-term growth.
Goals:
- Increase qualified organic traffic
- Improve keyword rankings and CTR
- Generate more wholesale orders and B2B leads
Context
Engagement began June 2025 and is ongoing. The site carried hundreds of products on a custom CMS.
Strategy
The focus was to rebuild the website’s SEO from the ground up: cleaning its technical foundation, re-mapping target keywords, and creating a balanced content and link structure. The kind of technical deep-dive that surfaces crawl issues, duplicate-page fragmentation, and structural gaps, the same scope we lay out in the SEO Audit.
What we did
- Conducted a full SEO audit to uncover technical and structural flaws
- Cleaned up the URL structure and fixed broken links
- Re-optimized product and category pages with fresh meta titles, descriptions, and proper internal linking
- Implemented technical SEO: 301 redirects, schema, XML sitemap, canonical URLs
- Created new, intent-focused content for transactional and commercial keywords
- Set up Google Analytics, Search Console, and Bing Webmaster Tools for tracking
The page rebuilds, redirect mapping, and canonicalisation work here are the same scope as a Foundational Sprint.
Results & evidence
| Metric | Before | After |
|---|---|---|
| Clicks | 635 | 935 |
| Impressions | 43.4K | 180K |
| Average position | 28.1 | 24 |
- Clicks increased from 635 to 935
- Impressions improved from 43.4K to 180K
- Average position improved from 28.1 to 24
- Early signs of stronger conversions and wholesale inquiries
Despite challenges with the custom CMS, the work adapted quickly, delivering measurable improvements and earning the client’s trust to manage two additional ecommerce stores.
- Clicks increased from 635 to 935
- Impressions improved from 43.4K to 180K
- Average position improved from 28.1 to 24
- Early signs of stronger conversions and wholesale inquiries
Despite challenges with the custom CMS, the work adapted quickly, delivering measurable improvements and earning the client's trust to manage two additional ecommerce stores.