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Case
SEA
Structured data as a growth accelerator for Sleiderink: +260% revenue from organic sources Shopping
Building materials wholesaler
Within the building materials market, success revolves around finding exactly the right product. For Sleiderink, this meant ensuring that customers could not only find the product range, but also the correct product variant.
Many variants were commercially relevant but were not sufficiently visible in Google’ Shopping. As a result, a large proportion of the organic potential remained untapped. The challenge was to capitalise on these hidden product opportunities at scale, without losing sight of the website’s user-friendliness.
Objectives
Sleiderink wanted to make more relevant product variants visible in Google’ Shopping, thereby turning the organic channel into a significant source of revenue. At the same time, the website had to remain user-friendly, the solution had to be scalable, and the agency needed to become less reliant on paid advertising.
Our approach
Creating a separate page for every product variant was not an option. That would have resulted in duplicate content and a less user-friendly website. That is why we opted for a smarter solution.
Using ProductGroup structured data, we made individual product variants recognisable to Google, whilst visitors remained on a single product page. We then automatically linked the structured data to Google Merchant Centre, ensuring that product information for thousands of products remained synchronised at all times. As a result, new variants were automatically included, without any additional manual work.
In this way, we built a technical solution that not only delivered immediate results but also scales effortlessly with the product range.
Result
The impact was immediately visible. An increasing number of product variants were included in Google’ Shopping, meaning that Sleiderink appeared significantly more often in relevant search results. This led to more organic traffic, more orders and, ultimately, a substantial increase in turnover.
Within the same seasonal period, turnover from organic Shopping grew by 260 per cent. In addition, total turnover rose by 16 per cent and the number of orders increased by 41 per cent. A large proportion of that growth came from product variants that had previously been barely visible in the search results. In short: a technical optimisation that developed into a structural driver of organic revenue.
260%
Revenue from Organic Shopping
41%
More orders
16%
Total revenue growth
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