Case study · Nordhaus Outdoor
Client
Nordhaus Outdoor
Industry
E-commerce
Services
SEO, Content
Timeline
12 months
Nordhaus sold well-reviewed outdoor gear but relied on paid ads for four fifths of its revenue. Every price rise on the ad platforms came straight out of margin.
The site had 2,000 product pages, thin category copy and almost no content answering the questions buyers ask before choosing kit. Search traffic was flat for two years.
We started with the category pages, because that is where buying-intent searches land. Then we built a library of buying guides linked to those categories.
Organic revenue passed paid revenue in month ten. Paid spend was cut by a third without losing sales, and the buying guides now bring in a fifth of all new customers.
The numbers
Sessions and revenue rose together every month from the fourth onward, and the curve was still steepening when the year closed.
They told us in month one which half of our budget was wasted. Then they fixed it, and the organic channel they built now out-earns our ads.
Hana Bergstrom
Head of E-commerce, Nordhaus Outdoor
10
months until organic revenue passed paid
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