How We Beat The May 2022 Core Update

500% Increase In Traffic

  • 500% Increase in traffic
  • 60% Increase in revenue
  • Naturally earned links
  • Improved User Experience
  • Achieved organic first-page rankings
  • 1500 keywords ranked in Top 10 Vs 200 previously

Staying updated with Google’s search algorithm changes is crucial for SEO success.

At Riordan SEO, we understand the significance of keeping pace with the latest developments. In this insightful case study, we will unveil our precise SEO strategy that led to outstanding results, including a 500% increase in search traffic and a 60% boost in transactions. Discover how you can achieve similar outcomes by following our recommendations outlined below.

Client: Tool Supplier

Industry: Garden, Construction & DIY


  1. Deep Audit & investigation into what caused the site to get hit.
  2. Map out a strategic plan to overcome challenges
  3. Fix over-optimised Meta and content sitewide
  4. Add detailed guides to build topical authority.
  5. Acquire niche-relevant links to help build trust as a key player in the market
  6. Improve sales and revenue.

The Outcome Of Our Strategy;

  1. 500% Increase in traffic and still growing. 
  2. 60% Increase in revenue.
  3. Naturally earned links as a result of insightful blog content.
  4. Overall improved User Experience, as evidenced by more user engagement 
  5. Achieved organic first-page rankings for highly competitive keywords. Total of 1500 keywords ranked in Top 10 Vs 200 before we implemented our strategy. 
  6. The engagement rate increased due to a better user journey.

A Closer Look at the Case Study Site

This case study focused on a Tool Supplier e-commerce site in Ireland. This company has a catalogue of over 50k products. None of the products were getting any traffic.


Overcoming the Biggest Challenges

Our campaign faced two main challenges: improving trust for existing terms and increasing crawl and indexing for the full product catalogue. To address these challenges, we devised the following three-step approach:


Step 1: Finding Relevant Long-Tail Keywords

One of the initial steps in any SEO campaign is conducting thorough keyword research. We aimed to identify long-tail keyword opportunities that would allow us to reach a specific audience with focused search intent. Typically longer and less competitive, these keywords provide a valuable opportunity to build visibility before targeting broader search terms. By optimizing content for these keywords, we increased the chances of attracting highly relevant organic traffic.


Step 2: Improving Content Freshness

To maximize search rankings, it’s crucial to maintain the freshness of your content. We recognised the potential of adding useful content to category pages. We created this content, we ensured its relevance and value. Google’s focus on fresh and up-to-date information aligns with our strategy of providing users with the most relevant and valuable content. By keeping the content current and engaging, we improved the chances of higher rankings and increased organic traffic.


Step 3: Optimising Core Category Products Pages

The main piece of our strategy involved optimising the client’s core category pages, focusing on the homepage. By conducting thorough keyword research, understanding search intent, and aligning the content with the top-ranking competitors, we aimed to satisfy the user’s search intent for the primary keywords. Optimising page titles, headings, meta descriptions, and internal linking involved this. By bridging content gaps and providing a seamless user experience, we enhanced the chances of higher search rankings and improved organic traffic.

The Results

The outcomes of our SEO campaign were truly remarkable. After fully deploying our 10-month strategy, the site’s organic search traffic has grown by 500%, overcoming the May Core Update 2022


Revenue increased by an average of  60% compared to at the time of the site getting hit by Google.

Additionally, the client has achieved rankings for more than 1700 keywords within the top 10 positions, a significant increase from the initial count of 580 keywords when the campaign commenced.


Let’s delve into the specific results:

  • Users increased from 1,720 to 6,800
  • Orders grew from 25 per month to 128

These impressive results demonstrate the effectiveness of our content-focused strategy and the importance of aligning with the latest content trends and search intent.


If you require assistance in boosting your organic search traffic, you may consider checking out our SEO services or contacting us for a free SEO review of your business.

How We Beat The May 2022 Core Update

Your customers On Google May Not Give You A 2nd chance to make a first impression

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