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From a Few Sales to Hundreds Every Month
I don’t know what we’d do without you, Nick! We trust you completely. Everything you’ve said and done has resulted in amazing things happening. We’re selling hundreds of items every month, which is amazing considering we only sold a few each month before we used you.
The Client
Darlington Diecast is a specialist eCommerce business selling diecast vehicles of various conditions to collectors and enthusiasts throughout the UK.
With more than 800 products available through its website, the business had a substantial catalogue but very little organic search visibility to help potential customers discover it.
The Challenge
Before working with us, Darlington Diecast was heavily reliant on Google Ads to generate traffic and sales.
Despite investing in pay-per-click advertising, the business wasn't achieving the return on investment it needed.
The website also had significant SEO limitations. Hundreds of products had little or no descriptive content, while the site lacked optimised category pages capable of targeting the ways collectors actually searched for diecast vehicles.
The objective was simple: reduce the reliance on paid advertising and build sustainable traffic and sales through organic search.
What We Did
- 1Researched how collectors searched for different types of diecast vehicles.
- 2Grouped products into keyword-targeted categories such as Vintage Diecast Cars and James Bond Diecast Cars.
- 3Optimised commercially valuable category pages around manufacturers, vehicle brands and themes.
- 4Built additional content around particularly valuable areas such as TV & Film diecast vehicles.
- 5Focused optimisation on reusable category content rather than writing extensive descriptions for products that were often one-off items.
- 6Improved the technical and content foundations of the website for organic search.
- 7Used relevant collector communities, including blogs and forums, to increase awareness and support link building.
The Results
Most importantly, Darlington Diecast went from selling only a few products each month before working with us to selling hundreds of items every month.
SEO also provided the business with a sustainable source of website traffic rather than requiring every potential customer to be acquired through paid advertising.
The Outcome
Instead of treating more than 800 individual products as separate SEO projects, we built the site's organic visibility around the categories, manufacturers, vehicles and themes that collectors were actively searching for.
This created a scalable SEO structure that could continue working as individual products were sold and new stock was added.
The result was a transformation from a new eCommerce website heavily dependent on paid traffic into a business generating hundreds of product sales each month.
Want Similar Results?
If your eCommerce website has plenty of products but isn't generating enough traffic or sales from Google, we can help identify where the biggest opportunities are.