Schulte-Ufer case study: SEO for an online shopThree times the revenue –quick wins first.
Josef Schulte-Ufer KG is a long-established German brand for kitchen and household goods with its own online shop. With e-commerce SEO, new guide content and an improved checkout, the shop’s revenue tripled and the conversion rate rose by 25%. The first quick wins were visible within a few weeks.
- online shop revenue
- 3×
- conversion rate
- +25%
- clicks on key blog posts in 6 weeks
- +900%
- organic clicks per month
- 30,000+
“The first successes became visible in no time and we achieved quick wins.”
What was the starting point?
A well-known brand name, but hardly any new customers from Google: the shop was mostly found by people who already knew Schulte-Ufer.
The Josef Schulte-Ufer KG online shop received very few visitors from organic search – the unpaid Google results. New customers came almost exclusively through searches for the brand name. In detail:
- Important category pages didn’t rank for the terms customers actually search for.
- The team lacked the SEO know-how to change that.
- Online revenue had stalled and was hard to plan.
What did we do?
We started with SEOrocket, SEOeffekt’s SEO programme. The first focus was on quick wins – measures that pay off quickly with little effort – alongside a long-term strategy.
- Find buying-intent keywords: We looked for search terms where people want to buy and competition is still low.
- Optimise category pages and blog posts: Copy, structure and the technical set-up were aligned with those terms, partly directly in the Shopware shop system.
- Use content twice: New guide articles brought in visitors from Google and also went out in the newsletter – with open rates above 50%.
- Improve the checkout: Fewer hurdles in the ordering process cut the abandonment rate and lifted the conversion rate – the share of visitors who place an order.
- Share the know-how: From the start, the Schulte-Ufer team learned alongside us so they could optimise content themselves in future.
What did it achieve?
The measures worked quickly and made organic search one of the shop’s main revenue channels:
| Metric | Result |
|---|---|
| Online shop revenue | tripled |
| Conversion rate | +25% |
| Clicks on strategically important blog posts | +900% within 6 weeks |
| Organic clicks | over 30,000 per month |
| Advertising value of those clicks | over €40,000 per month |
Advertising value shows what the same visitors would have cost as Google Ads. That’s money the shop doesn’t have to spend as long as its pages rank.
“If you want to launch the SEO rocket, Hamed Farhadian is the right person. We started with the SEOrocket package and things took off fast. […] Nobody holds back their knowledge – this is real help to help yourself.”
Jörg MulaveczHead of Sales, Josef Schulte-Ufer KG“Hamed not only has enormous expertise, he also wins you over personally with a fundamentally positive attitude, the ability to motivate, and the flexibility to think his way into completely new projects.”
Tobias NeuhausE-commerce Manager, Josef Schulte-Ufer KGTranslated from German.
What can you take away for your online shop?
- Category pages are your money pages. People searching for a product type usually want to buy. These pages deserve the most attention.
- Quick wins first. Pages already on page 2 can often be moved to page 1 with a few changes.
- Guide content works more than once. A good article brings visitors from Google and material for your newsletter.
- SEO doesn’t end at the click. If the checkout is clunky, you lose the visitors you worked to win. More on that under conversion optimisation.
- Build know-how in your team. Then the results stay when the project ends. That’s exactly what SEO coaching is for.
How I approach online shops is explained on my page about e-commerce SEO.
Questions about the Schulte-Ufer case study
Updated on · by Hamed Farhadian
Which shop system does Schulte-Ufer use?
The online shop runs on Shopware, so part of the optimisation happened directly in the shop system, for example on category pages. The same approach works with Shopify, WooCommerce or Magento.
How quickly did the first results come?
Clicks on strategically important blog posts rose by 900% within 6 weeks. The tripled revenue is the result of the longer collaboration, which according to the client ran for more than a year.
What is advertising value?
Advertising value is what the organic clicks would cost if you had to buy them through Google Ads. For Schulte-Ufer, more than 30,000 organic clicks a month were worth over €40,000 in advertising.