Game of Bricks is an online store specializing in custom LED lighting kits for LEGO® sets. The objective of this project was to improve the website’s organic traffic and boost sales by optimizing the site for eCommerce SEO. The focus was on driving more qualified traffic through relevant keywords and improving the visibility of specific product pages.
Client’s Aim:
The client wanted to increase online visibility for their niche products, rank higher for LEGO® lighting kit-related keywords, and drive more sales from organic search traffic. They aimed to establish themselves as a go-to brand for LEGO® enthusiasts looking for high-quality lighting kits.
My Role – SEO Expert & Manager
Website Link: https://gameofbricks.eu/
As the SEO specialist, my role was to implement a robust eCommerce SEO strategy to optimize the website’s product pages, category pages, and overall site structure for better search rankings. I also focused on improving the user experience and conversion rate.
Strategy & Implementation
Site Audit and Keyword Research: I began with a thorough audit of the website’s SEO performance and conducted extensive keyword research to identify high-traffic, low-competition keywords related to LEGO® lighting kits, custom LED kits, and related accessories.
On-Page SEO: Optimized product titles, meta descriptions, and headings using targeted eCommerce keywords like “LEGO® lighting kits,” “LED lights for LEGO®,” and “custom LEGO® light sets.” This helped improve rankings for individual product pages.
Content Creation: Developed SEO-friendly product descriptions and blog posts that highlighted the unique value of Game of Bricks’ products, focusing on topics like “How to Light Up Your LEGO® Sets” and “Best Custom LED Kits for LEGO® Enthusiasts.”
Technical SEO Improvements: Ensured the website had a fast load time, mobile responsiveness, and a clean URL structure. Fixed any broken links and improved internal linking to enhance crawlability and user navigation.
Image Optimization: Compressed images for faster loading times and added alt text with relevant keywords to ensure the product images were optimized for search engines.
Schema Markup: Implemented structured data (schema) to enhance the site’s visibility in search engines, especially for product listings and reviews. This helped to display rich snippets, such as star ratings and price details, in the search results.
Ranking & Results
Keyword Rankings: Game of Bricks began ranking on the first page of search results for competitive keywords like “LEGO® lighting kits” and “custom LED lights for LEGO® sets” within 4 months.
Increased Organic Traffic: Organic traffic increased by 35%, with a significant rise in traffic coming from product-specific search queries.
Improved Conversion Rate: By optimizing the site’s structure and product pages, the eCommerce conversion rate saw an uplift of 20%, leading to more sales directly from organic search.
Higher Engagement: Blog posts and product guides received higher engagement, with visitors spending more time on the website, which boosted the site’s overall SEO performance.
This eCommerce SEO project helped Game of Bricks expand its reach, increase its sales, and build a stronger online presence in the LEGO® lighting kit market.
