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CASE STUDY · ECOMMERCE SEO · SINGAPORE
Ecommerce SEO case study: winning "tea in Singapore" for a premium loose-leaf brand
An organic tea brand selling into Singapore. The job was to own the search intent around buying tea locally, and turn that visibility into traffic that actually reaches the shop. Three months in, four of the five target keywords sat at position 1.
Technical SEO
On-page
Content gap
Link building
Project facts
AT A GLANCE
41
Ahrefs Domain Rating
Ahrefs
293
Backlinks
Ahrefs
398
Organic keywords
Ahrefs
1,213
Organic visits / month
Ahrefs
Every number on this page names the tool it came from.
The brief
The Tea Story sells premium loose-leaf tea to Singapore shoppers. The brand name already worked in search. Everything else did not — the phrases someone types when they want to buy tea, not when they already know who you are.
So the target was narrow and deliberate: build topical authority around tea in Singapore, then make sure the pages that rank are the ones that can sell. Three keyword sets mattered — the brand itself, and the two ways people describe the purchase.
Where the site started
Baseline pulled from Ahrefs before the work began.
- Ahrefs Rank 1,370,994 · URL Rating 30 · Domain Rating 41
- 293 backlinks from 126 referring domains
- 398 organic keywords, roughly 1.2K organic traffic, traffic value $361
- Around 1,200 visits a month, most of it brand-driven
[ Figure: cs1-teastory-fig1-ahrefs-site-health.png — Fig. 1 — Website health overview, Ahrefs ]
What I worked on
- Website audit
- Competitor analysis
- Brand visibility
- Location-based targeting
- On-page fixes
- Technical SEO
- Content gap analysis
- Backlink building
- A high-quality backlinking process rather than volume
The order matters. Audit first, then the fixes that unlock everything else, then the links — not the other way round.
Where the keywords landed
Positions recorded in Ahrefs at the end of the engagement.
- tea gift set singaporePosition 1
- tea storyPosition 1
- the tea storyPosition 1
- tea set gift singaporePosition 1
- tea singaporePosition 6
[ Figure: cs1-teastory-fig2-ranking-keywords.png — Fig. 2 — Ranking keywords and positions, Ahrefs ]
The pages doing the work
- theteastory.co/105 keywords · 582 visits/mo
- /gift-sets54 keywords · 302 visits/mo
- /product-page/white-jasmine-tea-tube-collection20 keywords · 25 visits/mo
- /product-page/rose-lychee-martini-tea-blend15 keywords · 11 visits/mo
- /shop11 keywords · 8 visits/mo
Gift sets carried the commercial intent. That is where the category and product work was concentrated.
Off-page
Links were earned rather than bought — editorial mentions and niche-relevant placements. 293 backlinks across 126 referring domains at the point of reporting.
[ Figure: cs1-teastory-fig3-backlinks.png — Fig. 3 — Referring domains and backlink profile, Ahrefs ]
The result
Organic traffic climbed to 1,213 visits a month, and Singapore contributed the majority share — 135 keywords and 748 of those visits, 51.7% of the total. That split is the part I care about. Traffic from the wrong country is a vanity number for a brand that ships locally.
[ Figure: cs1-teastory-fig4-organic-traffic-countries.png — Fig. 4 — Organic traffic trend and top countries, Ahrefs ]
What I would tell a similar brand
- Ranking for your own name is not ranking.
- On a hosted platform like Wix you have fewer technical levers — so content and internal structure have to do more of the work.
- Gift intent and product intent are different searches. Give them different pages.
- Check which country your traffic is in before you celebrate the total.
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