- URL : https://www.walltentshop.com/
- Business Type : Business to Consumer
- Focus : Ecommerce
- Client Industry : Hobbies & Leisure
- Platform : Shopify
- Services Provided : AI SEO, SEO
Overview
Wall Tent Shop supplies canvas wall tents and camping equipment across North America. Over time, the brand built a strong reputation for high-quality, durable products, fast shipping, and fair prices. After several years of steady growth, the website began to lose keyword ranking positions. The client believed that algorithm updates and a move to a new Shopify theme were the main contributors. The company contacted us to help recover lost rankings and improve the site for shoppers, traditional search engines, and newer AI-powered search tools.
See how our SEO and AI SEO strategies helped Wall Tent Shop grow organic conversions by 273% and transactions by 56.4% within six months.
Problem
Wall Tent Shop had a history of strong organic performance, including top keyword ranking positions for “wall tents” and “platform tents”. A few years ago, the client saw decreases in clicks and rankings, with significant drops in visibility metrics.
The business is highly seasonal, with a March through September peak season. Also, most of the prior SEO work had been handled internally, and the team was unable to consistently update the site with technical changes, content requirements, and search engines’ evolving expectations. Eight months prior to starting our partnership, the brand reported only 30 engaged organic shopping sessions and 629 organic search key events.
Despite having a 4.8 Google rating, fast fulfillment, bulk inventory, and veteran ownership, the site was losing ground on core keywords and needed a trusted partner to recover and grow. Several of the brand’s pages had code issues affecting how content was displayed.
Several issues were impacting performance, including inconsistent category page formatting, no above-the-fold copy, varying font sizes on product pages, long unbroken blocks of text that were difficult to read, non-zoomable product images, and a cart page issue which incorrectly redirected shoppers away from the page.
Solution
We created a plan to first stabilize the site’s organic traffic, then rebuild its authority and visibility in both traditional search results and newer AI-powered search platforms. The goal was not quick wins, but durable improvements that could withstand future updates and seasonal swings.
Search Engine Optimization (SEO)
The site had several product pages with similar content that were competing with each other in search. We cleaned up multiple pages to enable search engines and users to better understand the products and content. We also resolved Google Merchant Center (GMC) issues. Data quality, reviews, and overall compliance were improved, and duplicate content across the site was removed. We added a Google Reviews carousel and product reviews to key pages, which helped establish both trust and visibility.
We added optimized copy throughout the site to recover lost rankings and gain new ones. Our outreach team secured PR placements and completed multiple citation building campaigns to re-establish the brand as a legitimate tent shop retailer.
AI SEO
In order to ensure that the brand was optimized for AI-powered search, we added structured content using natural conversational language that mirrors how people ask questions in AI tools. We also implemented FAQ-style schema and other structured data to key pages. Our AI SEO efforts helped Wall Tent Shop gain visibility in Google AI Overviews and other AI-driven search queries. Clean structured data, accurate citations, and clear brand signals were prioritized so AI engines could access the site’s content.
Results
After resolving GMC and tracking issues, the brand saw improvements in clicks, impressions, and other key metrics. Within the first six months, organic search made up 45.4% of all website sessions and generated 57.4% of the company’s total revenue. The brand saw increases in repeat organic users growing to more than half of its users.
Wall Tent Shop saw month over month improvements in organic sessions and organic engaged sessions. Within 6 months, the brand saw a 27% increase in engaged sessions and a 273.6% improvement in overall conversions. Organic conversions grew by 273% and transactions went up by 56.4%.
We optimized category and product pages to improve search visibility and help shoppers find what they were looking for. These optimized product listings helped increase traffic to key pages.
After 6 months, new visitors increased by 21.9% and returning visitors by 28.9% percent. Key events from organic search and organic shopping increased by 104.1% when comparing the 8-month period prior to the start of the campaign to the successive 8-month period. The client paused all paid search campaigns before our partnership began. After the first eight months, total revenue increased by 17% for this same comparison period. Similarly, session key event rate grew by 120.7%. Total revenue from organic search and shopping grew by 18.9% during this period.
We helped Wall Tent Shop achieve increased visibility in AI platforms, both in citations and in more top 3 search results compared to their competitors.
Within the first six months, Wall Tent Shop saw improvement in its overall keyword ranking positions. Several keywords including “heavy duty tents”, “tent framing”, “wall tents”, and “spike tent” which were previously unranked saw page 1 ranking positions within 6 months.
273.6%
Overall Conversions Growth
273%
Organic Conversions Growth