For a direct-to-consumer brand, search position is shelf position. VOS Floats had quality products — pool noodles, loungers, water mats — but their pages sat at an average position of 22, deep on page two, where a shopper has almost always bought from someone else before they scroll that far.
Optimize the pages that sell
The work was unglamorous and effective: take each product and category page and align it to how people actually search for water-recreation gear — clearer titles, richer descriptions, better internal linking so the catalog’s ranking strength concentrated on the pages that convert. Product by product, the positions climbed:
- Mega noodles — 52 clicks/quarter, position 7
- Titan 8-inch noodle, Tahoe water mats, Oasis saddle — all ranking page one for their searches
The result
- Average position improved from 22 (page two) to 7 (page one)
- Organic clicks grew 71% (217 → 372 a quarter), at a ~3% click-through rate — well above the typical search result
- Impressions up 40% — more of the right shoppers reaching the catalog
(One note for honesty: July 2025 saw an unusual one-off traffic surge; even setting it aside, the underlying trend is the same — steadily improving rankings and a catalog that now lands on page one.) This is a focused, page-by-page kind of win — and for an e-commerce brand, page one is exactly where the revenue lives.