From October 2024 to January 2025, our team provided SEO services for a bathroom vanity ecommerce brand selling premium bathroom vanities. These are high-ticket items often priced in the thousands — not your typical impulse buys. The brand served both direct consumers and small businesses like contractors and design firms.

They had their digital marketing split across three teams: an outsourced agency running paid ads, an in-house team managing social media, and us focusing purely on SEO. After four months, they decided to pause our collaboration — claiming their performance came solely from ads and social media, and that SEO hadn’t made a significant impact.

But we saw things differently. And the numbers backed us up.

The Invisible Engine Behind Their Growth

During our four-month partnership, here’s what the data showed:

• Organic search sales increased by +144.41%, gaining +$58,381.67 in sales with our efforts.
• Direct channel sales increased by +330.13%, gaining +$176,133.24 in sales with our efforts.

This wasn’t by chance. A better-optimized site brought in more high-intent users via search, and stronger content and structure improved trust, encouraging more direct visits and return buyers. The performance of other channels, like paid ads, also benefited — even if the attribution wasn’t always clear.

Then, 4 months after they paused SEO, this happened:

• Organic search sales dropped by -22.51%, resulting in a sales loss of -$22,246.72 compared to the period when we applied our efforts.
• Direct channel sales dropped by –30.98%, resulting in a sales loss of -$71,086.95 compared to the previous period when we applied our efforts.

No major campaigns changed. No website overhaul. The only variable was the absence of continued SEO. It’s a textbook example of why you should take SEO seriously in ecommerce — even when it doesn’t get the credit it deserves.

Why SEO Is Crucial for Ecommerce

SEO is often undervalued because its results aren’t instant. It doesn’t give you a neat ROAS dashboard like ads do. But SEO is the infrastructure beneath your entire digital performance. When done well, it:

• Brings in high-quality, high-intent traffic without ongoing ad spend
• Improves website performance — faster pages, cleaner structure, better UX
• Supports brand discovery and recall, increasing return visits and direct traffic
• Lowers ad costs by improving landing page quality scores and conversion rates
• Enhances all other channels — email, social, affiliate, and even offline — by establishing your brand as credible and easy to find
• Builds long-term ranking equity, which compounds over time when maintained

These are just a few reasons why SEO is crucial for ecommerce stores, especially those selling higher-consideration products like furniture, electronics, or wellness items.

Our Values: Results, Trust, and Long-Term Thinking

We’re not here to beg for client work. We’re here to do it right — and with mutual respect. At FS Digital, we believe in data, in long-term value, and in the integrity of our craft.

When clients don’t see the role of SEO in their overall growth — or worse, take the credit for it elsewhere — we won’t force the partnership. We’ll walk away with dignity. Because we know what we delivered: a well-structured website, a rise in search visibility, and a significant lift in both organic and direct revenue.

Price to Pay for Silent SEO

If you’re still wondering why SEO is a must-do for ecommerce, ask yourself this: what happens when you stop doing it? In this case, the drop in sales speaks louder than any attribution model. SEO might not always shout — but when it’s gone, the silence is expensive.