How Open Court Boosted Organic Product Purchases by 333% in Just 6 Weeks
Client: Open Court
Industry: Women’s Golf, Tennis & Pickleball Apparel
Service Provided: SEO Strategy, Technical & On-page SEO, Product Page Optimization, Google Merchant Center Support
About this fashion ecommerce SEO project:
Open Court is a premium Canadian retailer specializing in women’s golf, tennis, and pickleball apparel. With a growing e-commerce presence and brick-and-mortar store, the brand targets active women looking for premium performance wear that transitions effortlessly on and off the court. They partnered with Chase Your Dreams Consulting to improve their organic visibility and performance, especially across Google Shopping and product pages.
Their goals were to:
- Increase organic traffic and conversions
- Improve visibility on Google Search and Google Shopping
- Create consistent naming conventions for SEO and internal use
- Prepare high-performing product pages for key sales periods like Black Friday/Cyber Monday (BFCM)
The Challenge:
Open Court was missing visibility in organic search and Google Shopping’s free listings, particularly for non-branded product searches. While the brand had a strong collection of products and a loyal customer base, product pages lacked keyword optimization, and there was no standardized naming convention across collections.
In particular:
- Product titles lacked keyword clarity and consistency
- Metadata was underutilized for SEO and AI-driven discovery
- Google Shopping organic listings were underperforming
The client needed a fast turnaround ahead of Black Friday/Cyber Monday (BFCM), with a focus on increasing visibility and conversions through their Shopify site and Google Merchant Center listings.
The Strategy
In mid-September 2025, we began optimizing Open Court’s Product Detail Pages (PDPs) focusing first on:
- SEO-driven title tag and meta description updates
- Keyword mapping to reflect real user search intent
- Incorporating Google’s best practices for product titles (e.g., standard colour names, descriptive product attributes)
We prioritized high-margin and seasonal categories, starting with Fall 2025, Bestsellers, and then moved onto skorts, pants and other BFCM collections.
Alongside PDP optimization, we ensured product feed metadata aligned with Google Merchant Center guidelines to support both organic and paid visibility.
The Results
In just 3 months, Open Court saw a major lift in organic performance:
Google Shopping Organic Traffic Growth:
+333% increase in organic purchases from Google Shopping organic listings
+457% increase in impressions from Merchant Center traffic
+239% increase in clicks from Merchant Center traffic
Shopify Organic Revenue:
+201% YoY growth in Q4 organic revenue
GA4 Organic Search Traffic – YoY Comparison
Q3 2025: 14,442 sessions (+13.1% YoY)
Q4 2025: 9,187 sessions (+69.9% YoY)
SEO ROI
Q3 ROI: +943% → $10.43 return per $1 spent
Q4 ROI: +792% → $8.92 return per $1 spent
Even during a typically slow season, product traffic and conversions surged within weeks of launching SEO updates.
What does this all mean?
This case study highlights how rapid, strategic SEO work—especially on product pages—can lead to fast and measurable gains. By aligning SEO with Google Shopping and user intent, Open Court is now set up for a stronger, more discoverable holiday season across organic and paid channels.
Interested in similar results?
Book a free strategy call to see how SEO can drive visibility and sales for your product-based brand.
What the Client Said
"Glynis has been an incredible partner in helping us navigate a fast-changing SEO landscape."
"Glynis has been an incredible partner in helping us navigate a fast-changing SEO landscape. Her expertise, adaptability, and strategic guidance made a real impact on our growth in 2025. We're excited to keep building on this momentum in the year ahead."
— Karen
Founder at Open Court