Shumee - Kids Toy Store Case Study

Key Metrics Snapshot (Visual – Infographic or Stats Box)

110% increase in organic traffic within a year.
Increase in Top 10 keywords from 1078 to 1495 within a year.
15% rise in organic sales

1. About Shumee

Industry: Toy Store
Target Market: India
Website: shumee.in

Shumee is an Indian toy brand specializing in eco-friendly, handcrafted wooden toys designed for children aged 0 to 6 years. Founded in 2014 by Dr. Meeta Sharma Gupta, Shumee emphasizes child-safe, sustainable, and developmentally enriching play experiences.
Shumee’s toys are crafted from natural materials like wood and cotton, entirely free from batteries, plastic, or electronics. They use only water-based paints (no lead or other toxics) and beeswax for polish. Their toys are ASTM-certified for safety and quality.

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2. The Challenge (Problem Statement)

Shumee had strong branding but faced challenges in organic visibility. Their SEO struggles included:

✔️ Low organic traffic despite a growing product range.
✔️ Weak keyword rankings for high-intent search terms.
✔️ Limited content depth and structure.
✔️ Technical SEO issues impacting crawlability & performance

Goal: Increase discoverability, rankings, and conversions organically.

3. Our SEO Strategy & Approach

Keyword Research & Content Mapping

Identified high-volume, high-intent keywords across
home décor
introduced a complete set of gifting keywords including personal and occasion gifting
Focused on problem solving keywords through content.

On-Page Optimization & Technical SEO Fixes

Enhanced meta titles & descriptions with compelling CTAs
Implemented structured data (schema markup) for better search appearance
Improved internal linking strategy for better discoverability

Reduced page load speed and optimized images

Backlink & Authority Building

Earned high-quality backlinks from kids information centric websites.
Optimized Google Merchant Feed & Image SEO for increased product visibility

Content-Led SEO

Launched a blog strategy aligned with customer search behavior.
Created SEO-rich Information Architecture (IA) for gifting.
Added FAQs & informational content for voice search & zero-click queries.
Added high-performing informational content to the AI overview section.

4. The Results – SEO Impact & Performance Metrics

Traffic Growth: 300% increase in organic visits
Ranking Keywords: Improved ranking for 2000+ high-intent keywords
Conversion Boost: 15% rise in organic revenue
SERP Features increased from 23 keywords to 161 keywords

5. Key Takeaways & Lessons Learned

✅ The power of content clusters in ranking for high-intent searches
✅ Importance of seasonal SEO strategies (e.g., festive gifting pages)
✅ How structured product data & internal linking boosted conversions