Organic sales and traffic growth for a children's toy retailer
Toy retail is bought by adults for children, searched by age and occasion, and almost entirely decided in an eight-week window before Christmas.
- Client
- Kids Toys Ecommerce
- Industry
- Ecommerce & Retail
- Timeline
- 12 months
- Year
- 2026
Where they started
The store was organised by brand and product type, which is how the buying team thinks and not at all how a parent or grandparent shops. Real searches are age-led and occasion-led — gifts for a four-year-old, presents for a nephew, educational toys for toddlers — and none of those had a page. Compounding it, the category is extraordinarily seasonal: rankings need to be established months before the Christmas window, and a site that starts optimising in October has already missed it.
What we did
We built age-band and occasion collections alongside the existing brand structure, with gift-guide content that captures the enormous 'present for a [age] year old' search volume. The content calendar was built backwards from the seasonal peak so pages have time to earn rankings before demand arrives. Product pages were rewritten for the buyer rather than the child — developmental benefit, what's in the box, age suitability, safety information — and Product schema surfaced price, availability and reviews in results.
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