Monthly visitors in 6 months
Load time after technical improvements
Monthly clicks at January peak
PageSpeed score after optimisation
Client & context
EcoLover is the go-to platform for conscious consumers looking for sustainable fashion, beauty, and lifestyle inspiration. It had a strong editorial voice and a loyal community — but major technical problems. Load times of 19 seconds and inconsistent SEO left it invisible for key searches such as “sustainable fashion Madrid” or “vintage second-hand shops”.
The challenge
- Critical speed issues: 19.1-second load times were damaging user experience and Google indexing.
- Underused content: strong editorial articles without keyword optimisation, structured data, or internal linking.
- Stalled online shop: the marketplace was live but not generating sales because of poor visibility and weak conversion paths.
Strategy & execution
A full 4-month transformation across two fronts: urgent technical rescue and content SEO training, so the EcoLover editorial team could manage long-term organic growth independently.
Delivered a full technical overhaul
We compressed images, optimised old articles, and reduced load time from 19.1s to 3.3s, lifting the PageSpeed score from 25 to 83.
Trained the team in content SEO
We guided keyword research, title and meta description optimisation, and internal linking, turning passionate writing into content that ranks.
Multiplied indexed pages
We dramatically increased the number of indexed pages and ensured new content was crawled and ranked soon after publication.
Activated the online shop
We improved the marketplace’s visibility and conversion paths, generating the first sales from launch.
Results
- Traffic tripled: from 700 monthly clicks in July to more than 1,800 in January, with room to keep growing.
- First shop sales: the marketplace began generating real revenue, proving the traffic was now converting.
- Immediate rankings: articles such as “Friperie Vintage Madrid” and “Cerámica Artesanal” generated clicks and first-page visibility soon after publishing.
Key takeaways
- Speed is not a technical detail, it is the foundation of everything else: cutting load time from 19 to 3 seconds didn’t just improve SEO, it unlocked the potential of editorial content that was already strong but invisible to Google.
- Teaching the team is more valuable than doing it for them: training EcoLover in content SEO turned every new article into an independent ranking opportunity, without relying indefinitely on external consultancy.
- Good content without technical structure is invisible: EcoLover already had voice, community, and editorial judgment. The problem was not what they were publishing, but that Google couldn’t find or serve it properly.
- Organic traffic builds momentum: January’s peak was not a one-off accident, but the result of months of technical and editorial improvements compounding over time. Once the engine starts running, it keeps accelerating.