Ecigone.

How we fuel online growth for the UK’s best online vape store.

Introduction.

Ecigone is a leading UK online retailer of smoking alternatives, such as vapes and e-liquids. Due to advertising restrictions on e-cigarette products, SEO is the cornerstone of their digital marketing, making our partnership critical to their success.

We began working with Ecigone in February 2024 as their trusted SEO consultant for the extensive e-commerce site. Our goal was to enhance the site’s visibility, address technical issues, and implement revenue-focused SEO strategies to drive sustainable growth.

The challenge.

When we started, Ecigone faced numerous technical SEO hurdles, including issues stemming from outdated Shopify themes and ineffective third-party apps. The site had meta tag misconfigurations, broken schema, content cloaking and structural inconsistencies that hindered search engine performance.

Compounding these challenges, the industry’s advertising restrictions meant no PPC or social media campaigns could ever be used, making SEO the sole driver of online visibility. With a large inventory spanning thousands of URLs, Ecigone needed scalable, low-risk solutions to avoid revenue drops during large site-wide optimisations.

The solution.

To overcome these challenges and drive measurable results, we implemented a three-phase solution designed to resolve immediate issues, build a long-term strategy, and ensure efficiency at scale.

Immediate fixes and quick wins.

Resolved pressing technical SEO issues, including duplicate meta tags, content cloaking from faulty schema, and improper URL structures.
Removed ineffective Shopify SEO apps to streamline operations.
Optimised priority categories and top-selling products, targeting high-impact keywords hovering just below top rankings.

Long-term strategy.

Conducted comprehensive keyword research and mapping, aligning SEO initiatives with Ecigone’s business objectives.
Focused on revenue-driving categories and collections.
Created high-value content, including blogs, guides, and product reviews, to boost authority and engagement.

Automation and scalability.

Leveraged in-house AI tools to automate repetitive tasks, such as bulk updating metadata and generating alt text for over 17,000 images.
Implemented efficient Shopify export/import solutions for rapid and seamless data management.
Prioritised Shopify-compatible solutions to improve technical SEO without risking revenue dips.

The results!

All figures are 2024 compared to the same period in 2023.

Organic Revenue – Annual 39% increase of organic revenue in 2024 vs 2023.
Record-breaking Black Friday – 2024 Black Friday period saw a 52% increase in revenue compared to 2023, their best-ever performance.
Organic Traffic – Increased significantly, with a 92% increase in position 1-3 keywords for key revenue-driving products and categories.
Conversion Rate – In 2024 the site conversion rate improved by 39% as high-value keywords were improved.
Strong Return On Investment – Thousands of product, category and brand pages were improved through automation, enhancing efficiency and maintaining scalability.

A word from the client.

“One of the best, if not the best SEO guy I’ve met. Works flawlessly and efficiently and gets jobs done in less hours than I’ve ever come across and also has some personality to how he works. Top work and top guy highly recommend.”

– Shane M, Owner, Ecigone.