Rat Betty: Doubling Non-Brand Traffic in Time for Christmas

The Challenge

Rat Betty is an independent jewellery brand operating within a highly visual and competitive niche. The business had historically relied heavily on brand awareness, press coverage and social media for customer acquisition.

Organic search represented a significant untapped opportunity. Rat Betty had strong and distinctive products, but its website was not fully configured to capture customers searching for jewellery without already knowing the brand.

With Christmas approaching, Rat Betty needed a focused SEO project capable of delivering meaningful improvements within a short timeframe. The challenge was to identify and implement the highest-impact opportunities in just two months.

The Work

We delivered our Ecommerce SEO Accelerator: a concentrated two-month project designed to improve Rat Betty's organic search performance ahead of the Christmas trading period.

Our strategy combined SEO expertise, data engineering and generative AI to identify opportunities across Rat Betty's Shopify store and implement improvements efficiently.

The project focused on three core areas:

• Expanding collection page coverage to target previously untapped non-brand searches
• Optimising product pages to improve their relevance and organic search potential
• Configuring Google Merchant Centre to increase visibility within Google's organic shopping results

Our work included:

• Developing a focused SEO strategy around Rat Betty's products and target customers
• Identifying valuable non-brand search opportunities within its niche
• Expanding the website's collection page structure
• Optimising collection pages around relevant customer search intent
• Improving product page optimisation across the Shopify catalogue
• Configuring Google Merchant Centre for organic product visibility
• Improving the quality and relevance of product information supplied to Google
• Using data engineering and generative AI to deliver optimisations efficiently at scale

The Outcome

The Ecommerce SEO Accelerator achieved its objective: substantially improving Rat Betty's organic search performance in time for the important Christmas trading period.

By expanding collection page coverage, improving product page optimisation and strengthening Rat Betty's presence within Google's organic shopping results, we opened the brand up to customers who had not previously encountered it through press, social media or branded searches.

The results include:

• 100% year-on-year increase in non-brand traffic
• 71% year-on-year increase in Google organic shopping traffic
• 168% increase in Google organic shopping click-through rate
• Increased organic visibility for previously untapped non-brand searches
• Stronger product visibility within Google's organic shopping results
• Accelerated traffic and sales performance ahead of Christmas

The project demonstrated how a focused, highly efficient SEO programme can generate significant results within a short timeframe, even for an independent brand competing in a crowded ecommerce market.