Increase in monthly organic Google clicks, from 700 to 1,800+
Website load time after technical optimisation
PageSpeed score out of 100
Recorded from the online shop after launch
Client & context
EcoLover is a Spanish platform for conscious consumers looking for sustainable fashion, beauty and lifestyle inspiration. The brand had built a social media and editorial audience around its content, while its online shop was a newer commercial addition that had not yet been properly integrated into the reader journey. As a result, readers could engage with articles and inspiration without being clearly guided towards relevant products or purchase opportunities.
The challenge
The website was being held back by serious technical and search-visibility issues. At 19.1 seconds, the site’s load time was far above the experience users generally expect from a modern website. Its PageSpeed score of 25 also placed it in the poor-performance range. Strong editorial content was not consistently optimised around search demand, internal linking or on-page SEO, limiting visibility for commercially relevant searches such as sustainable fashion in Madrid and vintage second-hand shops.
Strategy & execution
Rebuilt the site’s technical foundations
We addressed the technical issues holding the site back, including image compression and optimisation of older content. Load time fell from 19.1 seconds to 3.3 seconds, bringing the site much closer to the two-to-three-second target for a strong user experience.
PageSpeed performance improved from 25 to 83 out of 100. This moved EcoLover from a poor score into Google’s “needs improvement” range and substantially closer to the 90-plus score generally classed as excellent.
Trained the editorial team in SEO
We worked with EcoLover’s team on keyword research, search-led content planning, title tags, meta descriptions and internal linking. The aim was not simply to optimise existing pages, but to give the team a repeatable process for making future articles easier for Google to understand and surface.
This helped connect EcoLover’s existing editorial strengths with the language, topics and structure people use in search.
Made content more discoverable
We improved the way relevant articles were structured and connected across the site, helping Google crawl, understand and rank priority content more effectively. New pieces, including articles focused on Friperie Vintage Madrid and Cerámica Artesanal, began earning organic clicks and first-page visibility shortly after publication.
The focus was on building a sustainable content process, so each new article could become a further opportunity to attract relevant organic search demand.
Supported shop discovery
The SEO, content and UX work strengthened visibility across the wider platform, including the online shop. We introduced related-product CTAs within relevant articles, stronger end-of-article CTAs and a related-articles widget to create a clearer journey between editorial content, product discovery and further reading.
These changes improved reader flow and gave visitors more relevant opportunities to move from inspiration to the shop. As a result, EcoLover received its first two shop orders since launch, providing early evidence that stronger organic visibility and more deliberate conversion paths were beginning to connect its audience with its commercial offering.
Results
Organic Google clicks increased from approximately 700 per month in July 2023 to more than 1,800 in January 2024, a rise of around 157%.
The technical overhaul reduced load time by almost 16 seconds and increased the PageSpeed score by 58 points. Alongside improved content structure and SEO training, this created a stronger base for search visibility and a more usable experience for readers arriving from Google.
EcoLover also received the first order through its shop since launch as organic visibility and clearer conversion paths had begun to produce commercial outcomes immediately.
Key takeaway
Organic growth is strongest when technical performance, editorial quality and commercial intent work together. EcoLover already had a clear voice and valuable content, but a slow site and inconsistent SEO structure limited how easily people could find it. By improving speed, making content more search-led and training the internal team to apply those principles independently, EcoLover built a more sustainable foundation for continued organic visibility, audience growth and sales generation.