E-Commerce, USA
Discount Filter Store
The Engagement
Overview
Discount Filter Store is a long-established US e-commerce retailer selling refrigerator, air, furnace, whole house, pool, and commercial filters, including its private label Tier1 brand. A replatform from Magento to Shopify triggered a severe organic collapse, cutting organic users by 56% and organic revenue by 46% in a single year. The brand needed more than tactical fixes — it needed a systematic, revenue-quantified recovery program that could rebuild classic search rankings while establishing visibility in the fast-growing AI search channel. We came onboard as Technical Marketing Manager to diagnose the damage, sequence the fixes by dollar exposure, and rebuild organic growth from the ground up.
Services
- SEO Recovery & Growth Strategy
- AI Search Optimization (AEO/GEO)
- Structured Data at Catalog Scale
- Technical SEO & Migration Repair
- Content Strategy & Production
- SEO Reporting & Analytics Infrastructure
Platforms
What We Were Up Against
The Challenges
A Post-Migration Traffic Collapse
The Magento to Shopify migration cost the store 100,000+ organic users year over year. January 2025 hit a low of 2,153 organic users against 16,735 the year before — an 87% fall — with organic revenue down to just $2,250 for the month.
$204K+ in Revenue Tied to Broken Legacy URLs
Thousands of legacy Magento .html URLs still carried rankings and revenue but pointed nowhere on the new Shopify build. On top of that, 453 discontinued SKUs representing $354K in prior-year revenue had vanished without any redirect or content strategy.
Content Decay and Indexation Debt
The flagship fridge filter buying guide had lost 91% of its sessions year over year, 115 backordered products sat indexed creating dead-end experiences, and a landing page analysis quantified $915K in revenue at risk across decaying pages.
Invisible in AI Search
As shoppers shifted to ChatGPT, Gemini, and Google AI Overviews, the store had no AI visibility tracking, no structured data strategy, and no idea how AI engines described the brand. Competitors were being cited; DFS was not.
Proof in the Data
Results in View
What We Delivered
Results
+58% Organic Revenue Growth Year over YearSix months of systematic recovery took H1 organic revenue from $78,451 to $123,793. January alone grew 858% year over year, from $2,250 to $21,563, as redirect repairs, content rebuilds, and technical fixes compounded.
#1 Rankings on the Most Commercial Head Terms'Water filters' moved from #3 to #1, 'water filter replacement' from #2 to #1, and 'furnace air filters' from #3 to #1. DFS now holds 2,485 top-3 keyword positions — more than larger competitors.
AI Search Citations More Than DoubledA custom pipeline (Laravel + Claude API + Python JSON-LD) generated 3,945 product FAQs across 789 products, growing AI search citations from 912 to 2,100 in four months. Keywords in Google AI Overviews more than tripled, from 209 to 705.
+1,117% Blog Engagement in Two MonthsA content program built from 685 real search queries, mapped into 92 prioritized topics, took monthly blog users from 41 to 499 as answer-first guides went live.
Conversion Rate Beating TargetStore conversion rate now runs at 4.2 to 5.3% against a 3.5% target. Cumulative Layout Shift improved from 0.12 to a passing 0.05, and dead clicks fell from 9.1% to 3.2% of sessions.
One Version of the Truth for LeadershipMonthly SEO reporting now consolidates GA4, Search Console, Bing, and AI visibility data into a single narrative, with a Looker Studio dashboard so every decision traces back to revenue.
Your store, next.
Ready to Recover and Grow Your Organic Channel?
If your store is post-migration, post-decline, or invisible in AI search results, the same diagnostic-first approach applies. We start with a quantified audit of what your traffic losses are actually costing you in revenue, then sequence the fixes that pay back fastest. Connect with us to get started today.
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