SEO Case Study. The Transformation Factory (Shopify). 2020

Client: The Transformation Factory
Website: seamosstransformation.com
Platform: Shopify (DTC eCommerce)
Engagement Length: 12 months (2020)
Primary Outcome: Grew organic-driven revenue to $8,000 per month in sales (client reported)

Project snapshot

The Transformation Factory is a premium sea moss brand with a product catalog (gels, gummies, bundles), educational content (benefits, FAQs), and strong brand interest tied to “Transformation Factory” and “sea moss” discovery searches.

They also lean into brand credibility signals, including their Shark Tank exposure, which shaped a lot of search demand for branded and branded plus intent queries.

Goals

  1. Increase qualified organic traffic (transactional + informational + brand searches)

  2. Rank page 1 for “Transformation Factory” keyword cluster

  3. Convert organic sessions into Shopify purchases through improved on-page UX, internal linking, and product page optimization

Key challenges

  • Highly competitive niche (sea moss products, supplements, wellness)

  • Mixed intent SERPs (buyers, researchers, brand validators)

  • Shopify constraints (template limitations, duplicate collection filtering URLs, managing indexability without breaking UX)

Strategy. Built around 3 keyword intent layers

1) Transactional keywords (buy-ready)

Focused on product and collection intent, then strengthened the path to purchase.

Actions

  • Optimized core money pages: product pages and collection pages (titles, meta, H1/H2 hierarchy, on-page copy, image alt text)

  • Built internal links from informational pages to collections and bestsellers (contextual, not forced)

  • Improved collection copy to target “sea moss gel” and flavor intent while staying readable

On-site examples (proof of catalog depth)

  • Sea Moss Superfoods collection page

  • Example product pages (Sea Moss Gel variants)

2) Informational keywords (education that funnels)

Sea moss shoppers research benefits, serving size, storage, sourcing, and usage before buying.

Actions

  • Built or expanded “education hub” style content targeting common questions

  • Added FAQ blocks and structured internal links to relevant products and collections

  • Used “benefit-led” copy that matched how users search (skin, gut, immunity, fitness, etc.)

On-site examples

  • Sea moss benefits content and FAQ section (servings, storage, sourcing, gummies vs gel)

3) Brand keywords (credibility + demand capture)

Captured demand around the brand name, variations, and Shark Tank driven searches.

Actions

  • Ensured the homepage and about page strongly matched the brand entity and common variations

  • Reinforced “brand story” and trust signals to support higher conversion and branded search dominance

On-site examples

  • About page includes Shark Tank mention and positioning statements

SEO execution plan (what I implemented)

Technical SEO for Shopify

  • Canonical and indexation hygiene for collection filters and parameter URLs

  • Site architecture improvements. Clean navigation paths: Home → Collection → Product

  • Optimized internal linking structure to push authority to top revenue pages

  • Image optimization. Compressed assets and added descriptive alt text for product imagery

On-page SEO

  • Rebuilt titles and meta descriptions to align with intent per page type

  • Strengthened H1 and page intro copy for collections and key landing pages

  • Product page enhancements:

    • Benefit bullets

    • Usage cues (ex: two tablespoons per day, storage notes)

    • Trust and quality language aligned with the brand tone

Content and topical authority

  • Published and optimized informational content supporting:

    • benefits

    • FAQs

    • usage

    • sourcing

    • storage
      Then mapped those pages to product and collection CTAs through internal links.

Conversion support (organic CRO)

  • Strengthened “message match” from SERP → landing page

  • Reduced friction with clearer copy blocks, trust cues, and tighter internal linking to purchase pages

  • Improved collection browsing experience to reduce pogo-sticking and increase add-to-cart

Results

Revenue outcome

  • Achieved $8,000 per month in sales during the engagement period (client reported), driven largely by improved organic visibility and conversion-ready landing pages.

Keyword rankings achieved (Rank #1 targets)

A combination of transactional, informational, and brand keywords reached top positions, including:

  • Transform Factory

  • factory transformation

  • sea moss gel transformation factory

  • transformation factory sea moss

  • transformation factory shar tank

  • the transformation factory

  • transformation sea moss

  • sea moss transformation

  • sea moss from shark tank

(Keyword set provided by client reporting and rank tracking during the campaign.)

Why this worked

  1. Intent layering: I did not chase only “buy” terms. Informational content warmed users up, brand pages closed the deal, and collections/products captured the purchase.

  2. Shopify-first execution: Clean architecture, indexation hygiene, and scalable templates kept growth sustainable.

  3. Trust + proof: The site’s brand story and Shark Tank interest supported higher click-through and stronger conversion for branded searches.

Tools used

  • Google Analytics, Google Search Console

  • Shopify SEO optimization (themes, collections, products, navigation)

  • Keyword research tools (Ahrefs or SEMrush style workflows)

  • Screaming Frog (audits, indexation checks, internal linking)

  • On-page SEO QA checklists, rank tracking, and content briefs