Scooteroo.fun – Building an E-Commerce
SEO Program From Zero
A 17-month, in-house SEO leadership engagement – building the entire SEO foundation from a blank slate – for an Australian electric scooter e-commerce brand.
Building demand and visibility for a brand starting from zero
Scooteroo needed an entire SEO program built from the ground up – the domain had no meaningful organic presence, no content strategy, and no team or process in place to sustain growth once it started.
No existing SEO foundation
The domain carried effectively zero organic traffic and no ranking keyword footprint at the start of the engagement – there was no baseline to build on.
Content not mapped to search intent
Early content wasn’t built around what shoppers were actually searching for, limiting both visibility and conversion from the pages that did exist.
No SEO-ready campaign landing pages
Marketing campaigns had nowhere organic-friendly to send traffic, leaving paid spend to do all of the work alone.
No scalable site architecture
As the product catalog grew, the site had no internal linking or architecture plan to help search engines – or shoppers – find the right pages.
Zero authority & backlink profile
With no existing link profile, the site had nothing to signal trust or relevance to search engines against established competitors.
No SEO team structure or reporting cadence
There was no dedicated team, workflow, or regular reporting rhythm in place to sustain SEO work once it started.
A 17-month program built from a blank slate
With no existing SEO foundation to inherit, the engagement combined ground-up strategy with hands-on execution and team leadership – six connected work streams built to compound over time.
SEO strategy & roadmapping
Planned short-term and long-term SEO initiatives from scratch, implemented efficient workflows, and kept the strategy current as algorithms and best practices evolved.
Search intent & content optimization
Analyzed search intent to ensure content matched genuine user needs, and collaborated with content creators to build new SEO-friendly content and optimize what already existed.
Landing pages for campaigns
Created optimized, user-friendly landing pages for marketing campaigns to maximize organic search visibility alongside paid efforts.
Site architecture & internal linking
Recommended and implemented improvements to site architecture, internal linking, and content structure to support the growing catalog and improve crawlability.
Authority & link building
Collaborated with the team on link-worthy content and executed outreach campaigns to build the site’s backlink profile from zero.
Team leadership & reporting
Built and led a small team of SEO specialists – setting goals, assigning tasks, and guiding their work – while establishing a regular reporting cadence for stakeholders.
Organic traffic grew 331x, from a standing start
Estimated monthly organic search traffic to scooteroo.fun, tracked across the engagement window – from a domain with almost no organic presence to a real growth channel. Source: Semrush Domain Overview (Historical Data).
Estimated Organic Traffic – Jun 2021–Nov 2022
Keyword Position Distribution – Jun 2021 vs. Nov 2022
| Position bucket | Jun 2021 | Nov 2022 | Change |
|---|---|---|---|
| Top 3 | 0 | 43 | New |
| Positions 4–10 | 1 | 275 | 275x |
| Positions 11–20 | 8 | 478 | 59.8x |
| Positions 21–50 | 85 | 1,209 | 14.2x |
| Positions 51–100 | 181 | 1,414 | 7.8x |
| Total tracked keywords | 275 | 3,419 | 12.4x |
What the client had to say
Add your Scooteroo client testimonial here – a short quote on the traffic growth, building the SEO program from scratch, or leading the team lands best.
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