Turning search visibility into ecommerce growth

The challenge

Standing out when every search matters

Search plays a critical role in The Dyslexia Shop's e-commerce model. Customers frequently begin with a specific learning need or product requirement, making visibility at the right moment an important driver of traffic, conversion and revenue.

But competition comes from both other retailers and the wealth of informational content available around dyslexia and learning difficulties. The opportunity was to make every element of search work harder - building authority organically while using paid media more intelligently to capture commercial demand.

The brief was to:

• Increase visibility for valuable searches - reaching more people actively looking for relevant products and support.
• Build greater organic authority - earning high-quality coverage and links capable of strengthening search performance.
• Make paid media more efficient - removing limitations within the existing account and focusing investment where it could generate greater returns.
• Prioritise profitable products - using commercial data to inform campaign structure and budget allocation.
• Reach new audiences - expanding beyond existing customers while protecting high-intent brand demand.
• Turn greater visibility into revenue - ensuring search activity ultimately contributed to meaningful e-commerce outcomes.