Getting Started with SEO: How One Website Ranked in 3 Months

Search engine optimization (SEO) can seem intimidating—especially for new website owners or small businesses trying to stand out in a crowded digital landscape. However, SEO doesn’t have to be overwhelming or expensive to be effective. With a structured approach and the right tools, even a modest website can see substantial gains in a relatively short period.

This article walks through a real-world scenario of how an online shop improved its technical setup and leveraged Google Search Console to fix indexing issues—leading to first-page rankings for niche keywords within just 90 days.

Understanding the SEO Starting Point

The website in focus was a small e-commerce store targeting a specific product category within a niche market. They had a basic Shopify setup, clean design, and a handful of product pages. While the products were well-photographed and described, the site was receiving little to no organic traffic.

They had no dedicated SEO team or strategy. Their goals were clear:

• Improve visibility for niche keywords
  
  

• Get discovered by users through organic search
  
  

• Build a steady stream of non-paid traffic
  
  

Step 1: Diagnosing the Problem

The first step was identifying why the site wasn’t showing up in search results. They set up Google Search Console (GSC), a free tool that provides insights into how Google crawls and indexes your website.

Initial findings revealed:

• Only a portion of their pages were indexed
  
  

• Several pages were listed under “Crawled - currently not indexed”
  
  

• There were duplicate content warnings and missing canonical tags
  
  

• Sitemap issues were causing Googlebot to miss important pages
  
  

In short, their content wasn’t discoverable—not because it was bad, but because search engines couldn’t access or interpret it properly.

Step 2: Improving Site Structure

The team then tackled the website’s structure. A solid site architecture helps search engines crawl and rank content more efficiently. Improvements included:

URL Optimization

• Simplified URLs from long, parameter-based structures to clean slugs (e.g., /products/eco-friendly-tote-bag)
  
  

• Ensured each URL had one clear version to prevent duplicate indexing
  
  

Navigation Hierarchy

• Created a logical category structure (e.g., Home > Products > Totes > Eco-Friendly Tote)
  
  

• Added breadcrumb navigation to help users and bots understand page context
  
  

Internal Linking

• Linked product pages from blog content and category pages to distribute link equity
  
  

• Avoided orphaned pages by ensuring every page had at least one internal link
  
  

Step 3: Fixing Indexing Issues with Google Search Console

Next, they addressed the indexing problems highlighted in GSC.

Sitemap Submission

They generated a clean XML sitemap using Shopify’s built-in tools and submitted it to GSC. This allowed Google to more efficiently crawl and index priority pages.

Resolving “Crawled - Not Indexed”

For affected pages, they:

• Improved on-page content (adding unique descriptions and better keywords)
  
  

• Reduced duplication by consolidating similar product pages
  
  

• Added canonical tags to indicate the preferred version of similar pages
  
  

Requesting Reindexing

After making improvements, they used GSC’s URL Inspection Tool to request indexing for high-priority pages. This step helped speed up Google’s recognition of the changes.

Step 4: Basic On-Page SEO Implementation

Once the technical foundation was stable, they optimized each page for better search performance.

Keyword Optimization

• Conducted basic keyword research using free tools and focused on long-tail keywords with low competition
  
  

• Used keywords naturally in titles, H1 tags, meta descriptions, and body content
  
  

Meta Tag Improvements

• Created unique, compelling meta titles and descriptions for all key pages
  
  

• Used call-to-action language to improve click-through rates
  
  

Alt Text and Image Optimization

• Added descriptive, keyword-rich alt text to all product images
  
  

• Compressed images to improve page load speed
  
  

Step 5: Content Creation for Visibility

To further improve search rankings and capture long-tail traffic, they launched a blog targeting search questions relevant to their products.

Sample topics included:

• “How to choose the best eco-friendly tote for daily use”
  
  

• “Canvas tote bags vs. nylon: which is more sustainable?”
  
  

These blog posts linked back to product pages and helped build internal link equity, while also answering user questions directly—improving relevance in Google's eyes.

The Results: Page One Rankings in 90 Days

After implementing these changes:

• The number of indexed pages in Google doubled
  
  

• Organic traffic increased by over 70%
  
  

• Several niche keywords reached page one of Google search
  
  

• Product pages that previously received zero organic visits began converting
  
  

The blog also started appearing in search results, driving top-of-funnel traffic and assisting with brand visibility.

Key Takeaways

This case illustrates that technical SEO and basic on-page optimization can yield impressive results, even without a big team or budget.

Here are the most important lessons:

• Fix technical barriers first. If search engines can’t index your content, it won’t rank.
  
  

• Use Google Search Console actively. It’s free and provides essential data for optimization.
  
  

• Build a logical site structure. Clean URLs and internal links make a huge difference.
  
  

• Start with long-tail keywords. You’ll face less competition and rank faster.
  
  

• Don’t skip the basics. Meta tags, canonical tags, and content quality all matter.
  
  

Final Thoughts

SEO success isn’t reserved for big brands or massive teams. With a structured approach, the right tools, and a focus on fixing foundational issues, even small websites can achieve visibility.

For this online shop, it all started with addressing technical SEO and using Google Search Console as a guide. Within 90 days, they weren’t just visible—they were on the first page.

If your site is struggling to gain traction, start with the fundamentals. The results might surprise you.