Campaign Overview.

By addressing key technical issues and optimising the content, we were able to significantly boost both visibility and organic traffic, resulting in impressive growth that exceeded expectations.

We aren’t one to brag… but the results speak for themselves.

• Daily organic traffic skyrocketed from 44 to 200 clicks — a 355% increase — consistently bringing in qualified visitors to the site.
• The keyword “iPhone cases” went from being unranked to position 5, capturing significant visibility for their primary search term.
• “iPhone cover” climbed to position 3, securing prime real estate for a high-volume alternative keyword.
• All major money terms, including highly competitive keywords like “iPhone 13 case” and “iPhone 14 cases,” made it to page 1.
• Category pages started ranking for long-tail variations, capturing highly specific product searches from users ready to convert.

Paid social performance.

On top of the organic wins, the Facebook and Instagram campaigns also exceeded expectations. These paid channels proved to be highly effective for driving targeted traffic and increasing conversions, validating the viability of social ads for accessory brands. It’s clear that leveraging both organic and paid strategies can deliver impressive results when executed right.

• Achieved a 3x return on investment, demonstrating strong profitability from paid social.
• Successfully activated a 292k-strong database through strategic segmentation and targeted campaigns.
• State-based targeting identified and captured high-value purchasing areas.
• Campaign creative featuring key USPs resonated strongly with the target audience.

Get to know iiCase.

iiCase has established itself as a premier destination for Apple iPhone cases, watch bands and accessories in Australia. With a focus exclusively on Apple products and a strong brand reputation, they serve customers seeking quality protection and style for their devices.

Despite having a decent brand name and loyal customer base, iiCase faced an uphill battle competing against authority sites with massive domain power like Casetify and JB Hi-Fi. When they approached us, the situation was concerning: traffic and rankings had dropped suspiciously, referring domains had declined significantly, and all signs pointed to a Google algorithm penalty.

The challenge ahead looked difficult, but our audit revealed substantial untapped potential hiding beneath serious technical issues.

The challenge.

Our initial analysis revealed iiCase had been hit hard by a Google update, resulting in dramatic traffic loss and declining domain authority. The site suffered from critical technical issues common to Shopify stores, including canonicalisation problems, missing content on category pages and homepage text rendered as images that Google couldn’t read. They needed to recover lost ground whilst competing against retailers with far greater domain authority and marketing budgets.

Our strategic approach.

We developed a multi-channel strategy that would address technical foundations, content gaps and traffic generation simultaneously. The approach combined SEO recovery with paid social campaigns to maximise visibility whilst organic rankings were rebuilt.

Technical SEO Foundation

Our technical audit uncovered several critical issues preventing the site from ranking effectively.

Resolving Canonicalisation Issues

• Identified canonicalisation conflict between homepage and “all iPhone cases” collection page for the primary keyword “iPhone cases”
• Analysed ranking patterns and discovered Google favoured the homepage, which held higher authority and received most link equity
• Implemented canonical tags from the collection page to homepage, consolidating all ranking signals
• Fixed Shopify-specific URL issues where product URLs on collection pages weren’t using base product URLs

Content Infrastructure

• Discovered homepage text was rendered as images rather than crawlable text, making it invisible to Google
• Converted image-based text to proper HTML text that search engines could read and index
• Found category pages completely lacked content; adding content would help Google and users understand the unique selling points and provide crucial context about product features, compatibility, and benefits
• Created comprehensive, optimised content for key category pages including iPhone 14 cases, iPhone 15 cases, and product-specific variations

Strategic Content Optimisation

With technical issues resolved, we developed targeted content that would capture both broad and specific searches.

• Wrote detailed, helpful content for each iPhone model category (iPhone 13, iPhone 14, iPhone 15 cases..etc)
• Optimised for head terms whilst naturally incorporating long-tail variations
• Targeted specific product types like “leather iPhone case” to capture intent-driven searches
• Structured content to address customer questions about protection, compatibility, and features

Link Recovery & Building

The significant loss of referring domains required immediate attention to rebuild domain authority.

• Launched monthly link building campaign focused on relevant Australian sites
• Targeted technology blogs, lifestyle publications, and local business directories
• Worked to recover lost links where possible whilst building new, high-quality backlinks
• Prioritised links that would pass genuine authority whilst appearing natural to search algorithms

Integrated Social Media Advertising

Whilst organic visibility recovered, we launched Facebook and Instagram campaigns to generate immediate revenue and build brand awareness.

Campaign Strategy

• Identified opportunities at top-of-funnel to reach new audiences interested in iPhone accessories
• Leveraged iiCase’s impressive 292k email database through strategic segmentation and retargeting
• Implemented state-based segmentation to target high-concentration purchasing areas
• Developed ad copy emphasising proven USPs: customer reviews, military grade casing, 365-day warranty, and up to 60% off promotions