Case study
Fencl: more non-brand traffic for a German Shoptet e-shop.
Maker of fishing landing nets
- +5 900
- visitors over 3 months year over year
- +181%
- non-brand traffic
- +153%
- traffic including brand
Client overview
The need for a stronger acquisition system.
Fencl rybářské potřeby is a Czech producer and seller of innovative fishing landing nets focused on material quality, fish safety and practical details. The client asked us to help optimize the German version of its e-shop.
Challenge + goals
Challenge
In its home market, Fencl benefited from a strong brand built mainly on social media. Abroad, it also relied mostly on brand awareness. We decided to add new visitors from non-brand search, which was almost zero at the start.
Pain points
Where digital communication was hitting limits.
01
German market
A highly competitive German market, analytics and copywriting despite a language barrier.
02
Brand
At the start, most organic website traffic came from searches for the Fencl brand.
03
Marketing strategy
The client did not have a clearly defined marketing strategy, product naming or product inputs. In search, we also competed with other sellers of Fencl products.
Solutions and delivery
SEO, PPC and UX in one performance system.
The SEO strategy focused on adding and optimizing key content elements on the website.
Product naming alignment
We defined a naming template so product titles included keywords while staying readable for customers.
SEO from scratch
We started when the website relied mainly on brand awareness and PPC campaigns. We aligned product naming, created category descriptions in Czech, English and German, adjusted headings and metadata, and fixed several technical details. Results appeared within months, and traffic continues to grow after the cooperation ended.
Growth
Measurable impact across costs, traffic and sign-ups.
- +5 900
- visitors over 3 months year over year
- +181%
- non-brand traffic
- +153%
- traffic including brand
Key findings
- During our cooperation, Fencl foreign e-shop gained 153% more organic traffic than in the previous year. Non-brand traffic, our main focus, grew by as much as 181%.
- Non-brand traffic grew from 35% to 39%, bringing more new customers who did not search the brand.
- Basic on-page SEO can deliver visible results with long-term value after cooperation ends.
Conclusion
Simple content optimization and fixes to basic technical issues created the launchpad that helped the e-shop grow organic traffic by up to 153%.
Facing a similar challenge?
We will review your acquisition setup and suggest a mix that makes sense for both economics and brand.