Muddy Puddles: 826% Growth in Organic Shopping Revenue

The Challenge

Many ecommerce businesses only complete the minimum work required to submit their products to Google Merchant Centre. While this allows products to appear in shopping results, poorly optimised product data can significantly limit their visibility and performance.

Muddy Puddles had an opportunity to achieve more from its existing Shopify store, product pages and shopping feed. The business needed a clearer understanding of its competitive search landscape, the areas in which it could grow and the changes required to improve performance.

The project required us to:

• Assess Muddy Puddles' position within the competitive search landscape
• Identify new organic growth opportunities
• Find opportunities to improve the performance of existing pages
• Audit and overhaul the Google Merchant Centre feed
• Align product page content with shopping feed data
• Provide the internal team with a clear and actionable optimisation strategy

The Work

We delivered our Ecommerce SEO Accelerator over two months, working with Muddy Puddles throughout April and May 2025.

The project focused on identifying the changes most likely to deliver rapid organic search improvements. A key area was the relationship between Muddy Puddles' Shopify product pages and the data supplied through its Google Merchant Centre feed.

Our work included:

• Analysing Muddy Puddles' position within the competitive organic search landscape
• Identifying new growth opportunities across relevant search results
• Reviewing existing pages and recommending improvements to their organic targeting
• Auditing the Google Merchant Centre product feed
• Identifying missing, inconsistent or underoptimised product attributes
• Developing recommendations to improve product feed quality
• Reviewing product page optimisation in relation to the shopping feed
• Identifying opportunities to improve product visibility in organic shopping results
• Producing a complete SEO optimisation and growth strategy
• Working collaboratively with the Muddy Puddles team throughout the project
• Handing over clear recommendations for the internal team to implement

The Outcome

The project demonstrated how quickly organic shopping performance can improve when an ecommerce business goes beyond the basic requirements of submitting a product feed.

Following our audit and strategic recommendations, the Muddy Puddles team implemented the optimisation plan across its product feed and Shopify store.

The growth highlights:

• Google organic shopping sessions increased by 780%
• Google organic shopping revenue increased by 826%
• Overall SEO visibility grew by approximately 23%
• Product page content and shopping feed data became more closely aligned
• Muddy Puddles gained a clearer understanding of its organic growth opportunities
• The internal team received a complete strategy for continued optimisation

The results show the value of treating the Google Merchant Centre feed as an important organic search asset. By combining stronger product data with better-optimised product pages, ecommerce businesses can achieve substantial improvements without needing to change their underlying product range.