CASE STUDY · ECOMMERCE SEO
DTC cookware brand (Italy), +256% clicks to product pages
- +256.52% clicks to product pages in 3 months
- +248.83% impressions
- 184 → 656 clicks to product pages
- Client Italian DTC brand of iron and cast iron pans
- Catalog 6 SKUs
- Market Italy
- Timeline 3 months
About the project
A small Italian DTC brand selling iron and cast iron pans, with 6 SKUs and a loyal customer base.
The products were good, but the site had almost no text beyond specs.
Google had nothing to rank for the questions buyers actually type, like “come trattare padella in ferro” (how to season an iron pan), “padella in ferro induzione” (iron pan on induction) or “padella senza rivestimento” (pan without coating).
With only 6 products, adding more product pages wasn’t an option. Content was the way to grow.
What we did
Buyer-question research
We pulled questions from customer service emails, competitor reviews on Amazon.it and Italian cooking Facebook groups. We grouped them into 4 themes: seasoning, induction, cleaning, and switching away from non-stick.
Product pages as guides
Each of the 6 product pages got a “first 30 days with your pan” section, a seasoning video shot in the founder’s kitchen on a phone (no studio), an FAQ built from real customer emails, and a comparison table against coated pans.
Chef and creator content
We gave pans to 8 cooks from trattorias in Milan and Bologna and to home-cooking creators, and asked for unedited footage of everyday use, not ads. Those clips went on YouTube Shorts and Instagram and were embedded back on the product pages.
Care hub
One long guide on seasoning and restoring iron pans, linking to every product. It became the page other Italian food sites linked to when they discussed iron pans.
Brand mentions for AI search
We got the brand into Italian cooking communities and “migliori padelle” (best pans) roundups through honest product seeding, so Google and AI answers started associating the brand with “padella in ferro”.
Results
Clicks to product pages went from 184 to 656 (+256.52%) in 3 months.
- Impressions grew from 25K to 87.1K (+248.83%). Product pages now show up for long-tail questions they had never ranked for.
- Sales grew along with traffic: organic search became one of the store’s main sales channels. Most organic orders came from shoppers who landed on a product page from a seasoning or induction question and bought in the same session.
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