Drove 878% Revenue Surge For EU Aquarium Store via Google Shopping SEO
An EU aquarium supply store faced cookie blocks, feed errors & product disapprovals. See how strategic technical SEO & feed optimization unlocked an 878% rise in item revenue and massive growth.
Situation
A leading online retailer of aquarium supplies, serving customers across the European Union, was navigating a complex digital landscape fraught with technical barriers.
Despite a vast inventory, their international growth was stymied by a series of critical optimisation bottlenecks. A plugin conflict was blocking e-commerce cookies, rendering crucial revenue data in GA4 invisible and leaving the business in the dark about product performance and customer behaviour.
Furthermore, its international structure, with numerous language subfolders (e.g., /fr/, /es/, /it/), created a cascade of issues. Product feeds were flagged for currency mismatches in shipping costs, leading to violations in key markets like the UK, France, and Finland. Simultaneously, a significant portion of these international product and collection pages were being crawled but not indexed, remaining hidden from potential customers.
To compound these issues, essential products like testing kits and fish medicines were frequently disapproved in advertising platforms for “misleading claims,” stifling top-of-funnel growth.
Actions & SEO Interventions
In response, a multi-faceted technical SEO and feed management strategy was deployed.
(1) The first intervention reconfigured the consent management in Google Tag Manager, implementing preloaded consent signals to accurately capture transaction data from the page. This immediately activated comprehensive revenue reporting in GA4, providing the client with their first clear insights into product metrics and audience value.
(2) To tackle the indexation deficit, a custom Python script was developed to automate bulk indexation requests via the Google and Bing Indexing APIs, rapidly increasing the number of products visible in search results and expanding the site’s keyword capture potential.
(3) For the product feeds, we activated the “found by Google” feature in Merchant Center, allowing Google to auto-populate the site’s inventory directly from the website, which accelerated indexation and improved Google’s understanding of the site’s product focus across all languages.
Resolutions
The most impactful fix addressed the currency mismatch violations head-on.
(a) We optimised the product feeds by implementing an on-page currency switcher for customers while standardising the shipping policy definitions to a single currency both on-page and in Merchant Center. This simple yet crucial correction resolved the feed errors and resulted in an astounding 827% spike in product approvals across all affected countries.
(b) Additionally, product titles were enriched with high-intent keywords through supplemental feeds to better align with user search queries.
(c) To cement these technical gains, a targeted backlink campaign built connections with EU-specific business directories and comparison shopping services, strengthening the site’s Domain Authority and entity recognition within Google’s knowledge graph.
Results & Impact Recorded
The culmination of these strategic interventions was a dramatic transformation in performance. The store witnessed a 224.87% uplift in items viewed, a 480% expansion in items purchased, and an 878.09% increase in item revenue.