Case Study: Sweetwater achieves a 38% increase in organic-assisted transactions with BrightEdge

Ecommerce Retailer Sweetwater Tackles Technical SEO, Sees 38% Increase in Organic-Assisted Transactions

Sweetwater, the leading U.S. online retailer for music gear, operates a massive site with over 30,000 products and 125,000 pages. That scale created technical SEO challenges — site taxonomy, navigation, pagination and competing pages were limiting visibility and diluting the impact of organic search, a key traffic source for the business.

Using BrightEdge tools (Data Cube, Ignite, ContentIQ and StoryBuilder), Sweetwater reorganized taxonomy, implemented an SEO-optimized internal linking strategy, established rel="next"/"prev" for paginated content, and prioritized work with SERP-driven insights. The effort drove a 63% increase in Page‑1 ranked keywords, 39% more overall ranked keywords, a 38% lift in organic-assisted transactions and 20% more new organic sessions.

Sweetwater

Sam Dickinson

Analytics Manager