Organic Revenue Increased for Cookware Retailer – BigCommerce SEO Case Study

How we resolved technical SEO issues and drove a +70% YoY increase in organic revenue in just 4 months with a holistic SEO approach.

+70%

Organic Revenue

+23%

Organic Clicks

+211%

Impressions

About the Client

Williams Food Equipment is a well-established Canadian retailer specializing in premium kitchenware and appliances. With a vast online presence and a diverse catalog of over 14,000 products catering to both home cooks and professional chefs, their eCommerce site, powered by BigCommerce, serves a broad market.

bigcommerce seo cookware case study by midsummer agency

Industry:

Food & Beverage

Market:

Canada

Platform:

Bigcommerce

Business Model:

Ecommerce

Service:

SEO

Website:

https://williamsfoodequipment.com/

Challenge

Despite their long history and expansive offerings, they faced challenges in optimizing their online presence for organic growth.

Our Client wanted to increase organic revenue, but their large and complex eCommerce site presented several roadblocks:

– Duplicate Content Issues: A high number of duplicate category and brand pages created SEO inefficiencies, diluting search engine visibility.

– Technical SEO Roadblocks: Their site suffered from invalid structured data, inconsistent product pages, and missing JSON-LD, preventing products from appearing in Google’s SERP sidebar.

– Indexing and Performance Decline: Since early 2024, organic performance had been trending downward, signaling the need for a comprehensive SEO overhaul.

They needed a strategy to clean up technical issues, enhance visibility, and optimize their content for conversions.

Solution

To tackle WFE’s SEO challenges, we provided a multifaceted solution, including continuous technical audits and support, on-page optimization, backlink monitoring, content writing, and content consulting for the blog.

We began with technical support, working closely with the client’s development team to resolve structured data issues that were preventing their products from appearing in Google’s SERP sidebar for free. By addressing missing JSON-LD data and inconsistencies in structured data formats, we were able to streamline their implementation and improve visibility.

The root cause was traced to missing data in product detail pages due to complexities in parent-child data flow, coupled with theme bugs that hindered proper data injection. By removing Microdata and ensuring a consistent JSON-LD implementation across the site, the development team eliminated these errors. Once validated with Google’s tools, a re-indexing request was submitted and completed within 24 hours.

Additionally, we addressed issues related to images and website elements being loaded from a sandbox environment rather than the main domain, ensuring smoother performance. Alongside these technical fixes, we optimized meta titles and descriptions, developed a content strategy for high-converting product categories, and planned a migration to resolve duplicate content concerns.

To ensure long-term success, we implemented a structured SEO strategy focused on three key areas:

– Technical Fixes: We worked with the development team to standardize structured data, resolve duplicate content issues, and improve indexing performance.

– Content Optimization: We refined meta titles and descriptions, developed a targeted content plan, and enhanced on-page elements to boost engagement and conversions.

– Sustainable Growth Strategies: We conducted ongoing technical audits, monitored backlinks, and planned strategic migrations to prevent future SEO inefficiencies. To tackle Williams Food Equipment’s SEO challenges, we provided a multifaceted solution, including continuous technical audits and support, on-page optimization, backlink monitoring, content writing, and content consulting for the blog.

Results

Our SEO optimization efforts delivered immediate and significant results. After taking over the management of Williams Food Equipment’s SEO activities in mid-October 2024, we saw dramatic improvements.

From October 18, 2024, to February 5, 2025, compared to the previous period, the client experienced a 67% increase in organic clicks for high-converting product categories and brands. Year over year, organic clicks grew by 23%.

Revenue growth was even more impressive. Organic revenue increased by 111% compared to the previous period, while year-over-year organic revenue rose by 70%. These results were driven by our comprehensive SEO strategy, which included technical optimizations, content enhancements, and a targeted focus on high-performing product categories.