Case Study : Supercharging Search Engine Optimization

Client Description

Internet Retailer 500 Ecommerce Retailer – Selling primarily known brands.


  • Retailer had an existing and thriving ecommerce business but was struggling with high cost of marketing.
  • Retailer desired to develop more sales from low cost or “free” marketing channels.


  • TPG identified a large development opportunity in the Organic Search marketing channel. The retailer was receiving a far lower share of total traffic from search engines than similar companies.
  • The retailer retained TPG to help change the website and the company to ensure that the retailer ranked higher on search results for critical shopper searches.

TPG Approach

  • Identify critical keywords and key phrases and set metrics to track the ranking, traffic and sales.
  • Facilitate an integrated program of change across IT, Marketing and Merchandising by identifying key initiatives for each function including the following:
    • Merchandising leveraged new ways to access rich supplier content and obtain backlinks.
    • Marketing changed the way copy was written and developed large amounts of added rich content specifically for particular keywords and key phrases.
    • IT led a systematic review of URLs, Titles and code review to make the site easier to crawl and index.


  • 60% sales growth in the channel over 3 months.
  • Increased overall EBITDA due to larger share of demand from low/no cost marketing channels.
  • Better content overall which provided a better customer experience.

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