Scaling E-Commerce Visibility in a Saturated Market

About this project

Orzly is a gaming accessories brand known for Nintendo Switch cases, controllers, and peripherals sold across international markets. The SEO engagement from 2019 through 2020 focused on building strong product search visibility during the peak period of Nintendo Switch market demand. The work covered site architecture, web redesign, product page optimization, technical SEO, and international keyword strategy.

Organic Performance

Organic traffic peaked at 14.4K monthly visits in mid-2019, directly within the engagement period, representing the highest point in the domain’s history. The site reached over 16.5K organic keywords at peak, with dominant position-1 rankings across Nintendo Switch accessory product terms. The site currently holds 2.6K monthly visits and 1.7K keywords, with branded authority maintained across US, UK, and German markets.

Top Organic Rankings

• * “ps5 games that support keyboard and mouse” position 3, 320 monthly searches
  * “ps5 mouse and keyboard games” position 3, 260 monthly searches
  * Nintendo Switch carry case and accessory terms achieving position 1 across all core product categories during engagement

Technical SEO and Web Redesign

The product catalog was restructured to improve crawl efficiency and ensure all product variants were indexed without duplication. Duplicate and thin content across variant product pages was resolved through consolidation and canonical management. Site architecture was rebuilt to group products by console type, accessory category, and compatibility, which strengthened topical relevance signals. Semrush and Ahrefs were used for keyword tracking, backlink analysis, and competitor research.

Onpage and Content Optimization

• * Product page titles, descriptions, and URLs restructured around target search queries and product intent
  * Internal linking across product collections rebuilt to concentrate ranking authority on highest-priority product pages
  * Compatibility-focused content created targeting accessory fit queries across Nintendo Switch, 2DS, and PS4
  * GSC and GA4 used for product-level performance tracking and search query analysis
  

International SEO

The site targets US, UK, and German markets, requiring a consistent keyword strategy across multiple languages and regional search behaviors. Hreflang tags, regional content, and market-specific keyword targeting were implemented to support visibility in all three markets. The site maintained top rankings in UK and German searches for core product terms throughout the engagement period.

Google Algorithm Updates

The June 2019 Core Update was positive for gaming product sites that had clear product architecture and strong E-E-A-T signals, which aligned with the site structure built at the start of the engagement. The September 2019 Core Update further rewarded the product page content strategy, contributing to the traffic peak in mid-2019. The May 2020 Core Update coincided with a surge in gaming accessories demand driven by the global stay-at-home period, which the existing rankings infrastructure was positioned to capture.