Dentons, 133% traffic growth through keyword mapping and backlink gap work.

The brief

Dentons is an eCommerce brand with solid traffic, a mature site, and competitive category pages. The job wasn’t to fix it, it was to find the margin of uplift that a site like this usually leaves on the table when it hasn’t been audited with fresh eyes for a while.

What I did

• Mapped keywords to priority commercial pages: some pages were targeting the wrong query, some had the right target but weren’t executing on it. Cleaned both up.
• Content updates for collection pages: stronger introductions, clearer category framing, better internal cross-linking between related collections.
• Competitor backlink gap analysis: identified the domains linking to competitors but not to Dentons, then prioritised the ones worth outreach.

The outcome

A clean 133% traffic lift, 75% keyword growth, and 136% traffic value growth to $4,466/month. Not the flashiest numbers on this page, but from a site that already had a decent baseline, they represent a doubling of the organic channel. And they were achieved without breaking anything that was already working.

Mature eCommerce sites usually have 30–40% more organic headroom than the owner thinks. The work is finding it without smashing the things currently driving revenue.