Ginger Cat Gems case study
Ginger Cat Gems is an independent vintage and collectables business selling distinctive, one-off pieces. We built the ecommerce website and continue to support its product structure, technical SEO, internal linking and search-led collector content.
01
One-off vintage inventory has to be straightforward for shoppers to browse and buy, even as individual products regularly enter and leave the catalogue. The requirement was an ecommerce structure that could handle that changing stock while connecting useful collector research with relevant products and collections.
02
Organic search growth
Ginger Cat Gems launched on 4 June 2026 with a new ecommerce structure designed around one-off vintage products, collectable categories and the questions buyers ask before making a purchase.
Between 2 June and 11 August 2026, the website generated 728 organic clicks and 27,800 Google Search impressions. Visibility accelerated as the product catalogue, collection pages and collector-guide strategy developed.
Sitewide Google Search Console results recorded between 2 June and 11 August 2026. Average position is calculated across all recorded web-search impressions.
The first complete 28 days after launch generated 16 organic clicks and 1,172 impressions. During the latest complete 28-day period in the report, this had grown to 648 clicks and 23,577 impressions.
| Metric | 5 June - 2 July 2026 | 15 July - 11 August 2026 | Change |
|---|---|---|---|
| Organic clicks | 16 | 648 | 40.5× higher |
| Impressions | 1,172 | 23,577 | 20.1× higher |
| CTR | 1.37% | 2.75% | Approximately doubled |
| Average position | 13.04 | 6.45 | Improved |
The later period produced substantially more visibility while also improving click-through rate and average search position.
The growth came from building search visibility into the structure of the website rather than treating SEO as an isolated task after launch.
Instead of publishing broad, generic blog posts, we focused on the specific searches collectors use when identifying an item, checking its potential value or looking for a retired product. This created useful entry points into the store while supporting the products and collections available to buy.
The website began attracting visitors through searches such as “retired Jellycats”, “Jellycat value checker”, “how much is my Jellycat worth” and “retired Jellycat list”. These searches show that the website was reaching people researching collectables, not only visitors who already knew the Ginger Cat Gems name.
Selected non-branded searches from the latest complete 28-day period, 15 July - 11 August 2026.
Search growth is now monitored as part of the ongoing support relationship. New query data helps guide future collector content, product improvements and internal linking as the Ginger Cat Gems catalogue continues to evolve.
04
Local Website Design continues to support the website through product and collection-page optimisation, technical SEO, internal linking and collector content. Search Console helps guide priorities as the ecommerce catalogue and collector resources continue to develop.
Project gallery
Four current views show how the homepage, individual product pages, collections and collector guides form one connected ecommerce and search structure.
Start with a practical review of your current store, or compare the managed website service that continues after launch.
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