How a custom phone case Shopify brand added 80.5% in organic revenue with Google & AI Search
The Dairy sells direct-to-consumer, artist-designed phone cases and tech accessories across the US and Australia. They already had a strong organic presence in Australia, but not in the US. Their core market was severely underperforming. In 22 months working with GoldenWeb, organic became one of their best-performing, most efficient revenue channels, even after they cut their own budget.
Client Testimonial
“SEO can feel like a black box. That wasn't our experience with GoldenWeb — their strategy and reporting were always clear, and we could see progress every month, year over year. We're a small team, so them handling the heavy lifting made a massive difference. The biggest win for us was watching SEO become a genuine growth channel in the US, not just something protecting our position in Australia.”
— Cameron, Co-Founder, The Dairy
The Brand & The Problem
Big market, and even bigger competitors didn't stop us
The Dairy has been designing phone, case, and tech accessories with independent artists worldwide since 2012. Today, Australia and the US are its two biggest markets.
Phone cases are one of the most saturated categories on the internet. Between Amazon, Otterbox, Casetify, and a wave of new TikTok-native competitors, ranking a Shopify store for anything related to “iPhone case” means competing with retail giants. The Dairy's edge was never SEO, it was product: original artist designs, made-to-order manufacturing, and a loyal, design-obsessed audience.
Australia was already in decent shape organically. The US was the real opportunity, and also the challenge. As founder Cameron put it, “we simply weren't visible enough for the commercial search terms that mattered.”
When it came time to choose a partner, the fit was straightforward: deep Shopify and e-commerce SEO experience, plus prior work with Burga made it easy to choose GoldenWeb.
The Proposed Solution
SEO for a brand that launches a new product line every quarter
Fast-moving product catalogs are a nightmare for most SEO strategies. Every new iPhone, every new Pixel, every new accessory line resets SEO progress, as you have to create new pages to go after the main keywords, the focus is constantly shifting... That's why it's even more important to focus on the right type of keywords that bring in the most revenue with the highest chances of success.
- 01
Clean technical foundations
Indexability, schema, sitemap integrity, and Shopify-specific crawl issues fixed before anything else, so every following step compounds on a solid foundation.
- 02
Map every product to a keyword before it launches
New collections go live with SEO-ready titles, descriptions, and structure from day one, remember, "age" is a ranking factor. The sooner you launch, the better you'll do.
- 03
Build backlink authority monthly, prioritized by what's newest
Every fresh collection gets link coverage first, so it isn't left competing on zero domain trust.
- 04
Publish supplemental content on a fixed cadence
Blog silos built around real search demand, backed by data... feeding both Google rankings and AI chatbots.
- 05
Get ahead of AI search, early
llms.txt access for AI crawlers, structured data, and AI-referral tracking, a channel most competitors aren't even measuring yet, which was good news for us. :)
The Results
Twenty-two months of compounding growth
Organic revenue didn't spike and fade, it built a materially higher floor, month over month, through two full holiday seasons. December 2025 was the best month of the entire partnership, and growth held into 2026 even as other channels felt macro pressure.
The Foundation
Authority you can verify, not just claim
Anyone can show you a revenue graph. We'd rather show you the data behind it, real, dated backlinks placed every single month since day one, and real Ahrefs-tracked keyword movement.
The Foundation
Page-one rankings, from a standing start
SEO for a fast-refreshing catalog means constantly launching pages from zero. Here's what that climb actually looked like for a few of the collections mapped and built up over the engagement.
| Keyword / Collection | Before | Now | ||
|---|---|---|---|---|
| iPhone Cases (US) | #97 | → | #8 | |
| Pixel 8 Cases (US) | #43 | → | Top 10 | |
| Brown Phone Cases (new collection) | #30 | → | #6 in 3 months | |
| Domain Rating (Ahrefs) | ~40 | → | ~45 |
The Results
Tougher conditions, better results
Halfway through the engagement, The Dairy scaled their plan up to accelerate backlink volume, then deliberately stepped it back down by 36% for budget reasons unrelated to performance. The months that followed still posted double-digit year-over-year revenue growth, with December 2025 remaining the best month on record.
That's the actual return on SEO: the backlinks, content, and technical foundation built early keep compounding long after spend gets dialed back. It's the ONLY channel where the work done last year still pays this year.
AI Search
Ahead of AI search, too
ChatGPT, Gemini, and Perplexity are already sending purchase-ready traffic to Shopify stores, and almost no one is tracking it yet. The Dairy's AI-referral tracking was built early, positioning them ahead of competitors in a channel most brands aren't even measuring: product research happening inside AI conversations, not just search results.
For Shopify Brands in the Accessories Space
If your competitors are outranking you, it's not luck. It's a system
We work with a small number of Shopify brands at a time so every account gets this level of attention. If you're selling into a crowded, fast-moving niche and want to see what a real SEO roadmap looks like for your store, let's talk.
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