Built a collection-led SEO and AI search strategy for a premium brass hardware store. In six months, monthly organic clicks grew 4.8x, 65 keywords reached position 1-3 and Google AI impressions reached 87.6K.
GetSwitches
Premium Electrical Hardware (Shopify)
Ongoing
United States
GetSwitches is a US Shopify store selling premium brass switches, dimmers, outlets and wall plates to homeowners, designers, architects and builders.
The store had a solid technical foundation, but its collection pages were not built to rank, page speed was holding it back and overlapping pages were competing with each other. The goal was to turn organic search into a consistent revenue channel and position GetSwitches as a leading US brand in premium brass hardware.
Full technical, on-page and off-page audit, competitor benchmarking and keyword gap analysis. We made collection pages the main growth driver and mapped each one to its search intent.
Converted images to WebP, compressed oversized media and removed duplicate pages. Interaction to Next Paint dropped from 54ms to 12ms, with LCP steady at about 1.45 seconds.
Built a scalable collection template with clear heading structure, SEO copy and FAQs, then optimised 18 priority collections in three months, with more created and rewritten since.
Mapped a content plan around switches, dimmers, outlets and wall plates, and published more than 10 guides that now earn both clicks and AI visibility.
Resolved page cannibalisation, rebuilt the hierarchy around priority collections and pushed links to revenue-generating product pages using PPC and Search Console query data.
Guest posts, link insertions and social publishing, with content written to be cited by AI search across Google, Bing Copilot and ChatGPT.
Over six months GetSwitches earned 6.91K clicks and 562K impressions from Google. Monthly organic clicks grew from 333 in Month 2 to 1.6K in Month 6, impressions grew from 43.8K to 127K, and average position improved from 11.4 to 7.8.
The growth came from the rebuilt collection pages and the topical content that now supports them.
Google Search Console: clicks and impressions over the last 6 months.
Alongside Google rankings, we built collections and guides to be cited by AI search. Google’s Generative AI impressions grew from roughly 140 a day in May to 1,357 in a single day by late September, reaching 87.6K in total.
Microsoft Copilot citations grew 70% in the latest month, and 13 of the 15 keywords that now rank first do so inside a Google AI Overview.
Google Search Console: Generative AI features, impressions over time.
In the latest report, Google organic revenue grew 73.3% month over month, from $5,846.83 to $10,131.23, while organic sessions grew 4.9%. Revenue per organic session rose from $2.34 to $3.87, reflecting the commercial value of the collection and product pages we have been optimising.
Matte Black Light Switches, for example, generated a single $1,512 order from just 46 organic clicks. AI search is becoming a revenue channel too: ChatGPT-attributed revenue grew from $160 to $3,466.85 per 30 days across three periods, and Bing organic traffic added $94.76.
This is a snapshot of a campaign that is still running. The foundations are in place: a scalable collection template, a growing library of topical content and visibility across Google, Bing and ChatGPT.
You can now book a no-obligation call to chat about your project with Adrian.
