Helping a Local Irish Gift Shop With SEO

The Campaign

The Challenges Faced

Nordica Marketing was recommended to Quinlans, a local gift shop in Ireland specializing in unique handcrafted items, by a friend impressed with Nordica Marketing Ecommerce SEO expertise.

After deciding to expand online, Quinlans had invested several months into building their website but were facing significant hurdles in establishing a strong digital presence. They were only ranking for a handful of generic keywords, with minimal organic visibility in the competitive Irish gift market, see image below for the organic report in January 2025.

Lacking a comprehensive understanding of SEO fundamentals, they struggled to structure their site effectively—unsure of what pages to create, how to organize content, or the best approach to keyword targeting and internal linking. This resulted in low traffic, scattered product listings, and missed opportunities to attract gift shoppers searching for specific occasions or recipients.

Without a cohesive SEO campaign, Quinlans risked being overshadowed by established competitors, limiting their ability to grow beyond their physical store and tap into the broader online market.

Campaign Goals

The campaign's objectives were designed to empower Quinlans to challenge the Irish gift market head-on with their new online store, focusing on long-term SEO dominance. We set ambitious, measurable goals based on their baseline data:

• Identify and target over 500 new keyword categories to rank for to expand their reach, building a foundation for ranking on top-level gift terms like "Irish gifts" or "personalized presents" over the next few years.
• Restructure the website for optimal user experience and search visibility, including creating targeted pages for collections, products, and blogs to drive qualified traffic.
• Double organic traffic and revenue within the first year by optimizing for high-intent, long-tail searches related to specific audiences, occasions, and gift types.
• Establish a scalable content strategy that supports ongoing growth, positioning Quinlans as a go-to destination for niche gift queries and fostering customer loyalty through relevant, engaging content.

These goals were collaboratively defined with Quinlans, ensuring alignment with their vision of becoming a leading online player in the Irish gift sector.

The Nordica Marketing SEO Framework

At Nordica Marketing, our proprietary SEO Framework is a data-driven approach that is tailored for e-commerce clients like Quinlans, emphasizing precision, scalability, and measurable ROI. Built on advanced analytics and automation, it transforms raw data into actionable strategies through four interconnected pillars:

1. Discovery & Audit: We kick off with an exhaustive scrape and analysis of keywords using tools like Ahrefs and SEMrush, auditing the site's technical health, content gaps, and competitor landscape. For Quinlans, this uncovered over 500 untapped keywords aligned with their product inventory.
2. Strategy & Planning: Keywords are clustered into thematic groups (e.g., by audience, occasion, or location), informing a roadmap for page creation, content optimization, and internal linking. We prioritize long-tail opportunities with projections for traffic and revenue impact.
3. Execution & Optimization: Phased implementation includes building targeted pages, crafting commercial content, and refining site structure—all monitored with real-time data dashboards for iterative adjustments based on performance metrics.
4. Measurement & Scaling: We track KPIs like keyword rankings, traffic growth, and conversions with monthly reports, using insights to scale successes and refine tactics for sustained growth.

This framework minimizes guesswork by grounding every decision in data, making it ideal for businesses transitioning online and seeking to dominate niche markets like gifts.

Campaign Solutions & Results

Leveraging our SEO Framework, we delivered tailored solutions for Quinlans, starting with data-backed recommendations and progressing to strategic execution, yielding transformative results.

Data Analysis and Recommendations: Our initial audit scraped and analyzed thousands of keywords, identifying over 500 viable targets tied directly to Quinlans' products, such as long-tail phrases for specific gift scenarios. We recommended creating nearly 200 new collection.

We then created optimized content for each page and mapped out internal links.  Additionally, we proposed a commercial blog strategy featuring gift guides, listicles, and occasion-based articles to support these collections and boost topical authority.

In the following weeks, we rolled out the plan efficiently:

• Built and optimized 200 collection pages around clustered keywords, incorporating custom copy, high-quality images, and strategic internal links to enhance site architecture and user navigation.
• Developed commercial-led blog content, including detailed gift guides (e.g., "Top 10 Presents for New Mothers") and listicles, designed to funnel traffic to product pages and collections.
• Revamped the menu structure for audience-centric targeting, shifting from broad categories like "For Him" or "For Her" to hyper-specific pages such as "Presents for New Mothers," "50th Wedding Anniversary Gifts," and "Gifts to Australia from Ireland." These low-volume but high-intent targets featured curated products and persuasive copy to improve conversions.

Achieved Results: The campaign delivered outstanding outcomes, validated through ongoing data tracking:

• Quinlans now ranks for 1,200 new keywords, expanding their visibility across the Irish gift market.
• Organic traffic doubled, with a corresponding doubling in revenue from online sales.
• They're beginning to secure top rankings for key terms like "engagement presents" and "Father's Day gifts," positioning them as a formidable challenger in the sector and setting the stage for continued growth over the coming years.

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