How Collection Expansion Drove a 55% Surge in Organic Traffic

SEO isn’t instant, but in just five months, optimizing 41 collection pages delivered over 3,600 new keyword rankings and nearly 24,000 new users.

The Problem

This global smart home brand had the products and brand recognition, but lacked the collection pages customers were actually searching for.

Keyword mapping revealed a critical gap: high-intent search terms, such as “outdoor security cameras” and “video doorbells,” had no corresponding landing pages. Without these collections, users couldn’t find what they needed, and search engines had nothing to rank.

The solution? Strategic collection expansion based on real search demand.

The Fix

Keyword Mapping

We started with a deep audit of keyword opportunities and existing page coverage. Mapping revealed a clear misalignment between what users searched for and how the site was structured.

Although the brand offered relevant products, it lacked the collection pages to capture that demand. This insight made the path forward clear: build the right pages to serve high-intent queries and scale organic growth.

Collection Expansion

We created and optimized 41 high-intent collection pages focusing on categories like “Security Cameras,” “Smart Home Devices,” and “Video Doorbells.” Each was structured with SEO best practices, aligned to user behavior, and integrated into site navigation for maximum visibility.

On-Page Optimization

Each existing collection page received refreshed on-page copy, SEO-friendly metadata, refined H1/H2 structures, and internal links to relevant product and category content. These enhancements provided the pages with better visibility in search and improved user engagement after they landed there.

The Results

Massive Organic Growth

• +54.61% increase in organic sessions to collection pages
• 3,687 new keyword rankings in Q1
• +190% increase in organic visibility to collection pages
  

Non-Branded Search Surge

• Non-branded search traffic grew 335% from January to May
• Non-branded now accounts for 79.1% of all search traffic
• SEO brought in 23,300+ new users, even after removing several high-performing product categories
  

Visibility That Scales

• Collection pages are now top organic traffic drivers
• Organic engagement significantly outperformed paid and direct traffic
• Collection pages have become a core asset in the brand’s long-term strategy

Takeaway

If your product pages aren’t being found, the problem probably isn’t the product— it’s the structure.

Keyword mapping reveals what your customers are searching for. Collection expansion ensures your site is built to meet that demand.

For this DTC smart home brand, aligning structure with search intent delivered fast, measurable results, and built a foundation for long-term growth.

Want to turn your products into traffic magnets? Let’s talk.