THE CHALLENGE
Sundance Catalog, an established lifestyle and ecommerce retailer, faced declining branded search demand for two consecutive years, limiting opportunities to grow organic traffic through existing brand recognition. To sustain growth, Sundance needed to expand non-brand search visibility, reach new shoppers across key product categories, and drive more organic revenue without relying on customers already familiar with the brand.
STRATEGY
Eight Oh Two developed a phased SEO strategy focused on expanding non-brand visibility and driving ecommerce growth. We began with the jewelry category as a proof of concept, optimizing product pages, strengthening on-page SEO, and targeting high-value keyword opportunities. As performance improved, we expanded the program across additional product categories, landing pages, and search-focused content. Ongoing technical SEO improvements, keyword analysis, and performance monitoring helped us identify new opportunities, refine our approach, and scale successful optimizations across the site.
RESULTS
By expanding visibility beyond branded searches, Sundance Catalog strengthened organic search as a customer acquisition and revenue channel, reaching more shoppers through relevant product and category searches rather than relying on existing brand demand.
