The Starting Point
An established online marketplace for precious metals: gold, silver, platinum as coins, bars, and more. The domain had been on the market for a long time and had solid baseline visibility with several thousand clicks per month.
But: SEO was running without a clear strategy. A lot of potential remained untapped.
The Challenge
- Existing traffic that couldn’t be lost
- No structured SEO strategy in place
- Highly competitive market with strong competitors
- Purchase-relevant AND informational keywords needed to be served
My Approach
Strategic SEO Program
Instead of individual measures, we set up a structured program:
- Comprehensive keyword analysis of the entire precious metals market
- Prioritization by revenue relevance
- Long-term content roadmap
- Strengthened technical foundation
Dominating Purchase-Relevant Keywords
The most important transactional keywords were systematically addressed:
- “Buy gold” and variations
- “Buy silver” and variations
- Product-specific keywords (coins, bars, etc.)
- Optimization of all category and product pages
Informational Keywords Close to Purchase
In parallel, we served informational keywords that are close to the purchase decision:
- “Gold price” and “current gold price”
- “Silver price” and price development
- Guides around precious metal investment
- Current market analyses
Technical Excellence
For a shop of this size, technology is crucial:
- Crawling and indexing optimized
- Page speed improved
- Structured data for all products
- Mobile experience perfected
The Results
The development was impressive:
| Metric | Before | Peak |
|---|---|---|
| Clicks per day | Several thousand | 15,000+ |
| Increase | - | Up to 15x |
| Impressions | Good | Massively increased |
What This Means
On peak days, the shop recorded over 15,000 clicks. That’s a multiplication of the original traffic. And these aren’t just any visitors: people who actively want to buy or sell gold and silver.
Sustainable Visibility
Today, the shop is visible for all important terms around precious metals:
- Top rankings for “buy gold”, “buy silver”
- Dominance for price keywords like “gold price”
- Broad visibility across the entire topic field
- Stable rankings that continuously deliver traffic
Lessons Learned
For established shops with existing traffic, a structured approach is crucial. You need to protect what exists while tapping into new potential.
The key to success:
- Strategy before tactics - First the big picture, then the details
- Transactional + Informational - Serve both keyword types
- Technical foundation - Essential for large shops
- Consistency - SEO is a marathon, not a sprint
When the strategy is right, massive increases are possible even with established shops.
Do you have an established shop with untapped potential? Let’s talk about your growth strategy