Ali Silat

• 700% — UK Storefront Organic Traffic Growth in Year One
• 3x — Organic Revenue Growth 2019-2021
• 36 — Data-driven Expansion of Regional Storefronts
• +16% — Organic Sessions Growth During Platform Migration

When I joined The Jacket Maker in 2020, the brand ran on a single primary custom platform site. The newly launched UK and Australia storefronts had almost no organic visibility, there was no system for prioritizing international markets, and hreflang and localized on-page SEO hadn’t been implemented at scale.

I applied the international SEO playbook on the UK storefront: full on-page optimization, hreflang, and outreach link building. That model was scaled to the main site, with 2 hires and quarterly target roadmaps. Market expansion used order data, GA and Search Console traffic, and purchased research to select 36 regions in a data-driven way. When a 2022 Google update hit, I audited page-by-page in Search Console and fixed technical debt using Clarity data. I then led the full Shopify migration: URL mapping via Apps Script, hreflang rebuild, and daily post-launch monitoring.

UK traffic grew by 700%. Portfolio-wide, organic sessions increased by 72%, and revenue nearly tripled from $338,000 to $999,000. Post-Shopify migration, sessions grew by 16% while avoiding typical traffic loss, and email open rates reached 40%.

• 106% — Organic Click Growth in a Year
• 134% — Organic User Growth (GA4)
• 26,000 — Leads Captured via Redesigned Website Form
• 40,000 — Completed Account Applications

When I joined in 2025, the platform had accumulated years of technical debt from a previous replatform and a hacking incident, leaving Search Console full of unresolved issues. Organic performance had flatlined at about 94,000 clicks, and the account-opening funnel pushed all users into a single, lengthy, regulated form, so nearly every lead came from the Android app rather than the website.

I ran a full Search Console cleanup, fixing legacy pages, technical issues, and on-page SEO 1 by 1. Two content plays did the heavy lifting: 10-13 financial calculator tool pages capturing steady high-intent search demand, and investor-education content targeting first-time investor queries competitors had left open. For conversion, I redesigned the funnel around progressive capture: a short website form that collects only essentials, an automated KYC email for source-of-income details, and a second document-submission stage to complete NCCPL verification.

I increased organic clicks from 94,000 to 194,000 in a year. Organic users rose by 134%, and returning organic users were up 179%. The redesigned funnel captured 26,000 leads in its first 6-7 months and processed 40,000 completed applications.

• 550 per Month — Peak Organic Leads Generated
• 30+ — Team Size Grown from Founder Only
• 7 Years — Growth Partnership Duration
• 20% YoY — Organic Traffic Growth with Minimal Ongoing Effort

In 2019, this client had no website, just a Facebook page, and one founder with no team, competing against consultancies with years of head start. They approached me only for the Facebook ads strategy, in a category where every competitor had a website. Still, none were actually targeting the high-intent commercial search queries prospects were using.

I did full keyword research first and found that every competitor’s site ignored the commercial query cluster prospects search for. We launched around 20 pages built entirely around those queries, sourcing a freelance writer against the keyword map. For 4 years, the site held top rankings, plus Google Maps visibility for local intent, using on-page, technical, and local SEO only, zero link building or outreach. As leads scaled, I expanded into CRM, email nurture automation, analytics and attribution tracking, and a custom invoicing system.

Organic traffic grew about 20% YoY off a strong foundation, with minimal ongoing SEO effort. Organic leads held steady at 300-550 per month before paid acquisition added further volume. The founder now runs a 30+ person team.

• 16% — Organic Session Growth During Migration Year
• 30 Days — Time for Google to Re-index New URLs
• 36 — Storefronts Migrated Without Ranking Loss
• 0% — Organic Traffic Lost vs. 20-40% Industry Norm

This wasn’t one site. It was a portfolio of regional storefronts on a custom platform, each with its own URL structures, hreflang relationships, and years of ranking equity. Organic drove a 3rd of a 7-figure revenue base, and the industry norm is a 20-40% traffic loss after migration. A botched migration here would have been a 6-figure mistake.

I built the full old-to-new URL mapping in Google Sheets using Apps Script to automate matching, pattern transformations, and validation at scale, no wildcard shortcuts or blanket redirects. Regional storefronts migrated 1st in 2023 as a smaller-blast-radius test, then the primary site moved in 2024 on a battle-tested playbook. I re-implemented and validated hreflang across the entire cluster, rebuilt Google Ads conversion tracking at cutover, and ran daily Search Console monitoring for weeks post-launch, fixing crawl errors and redirect issues the same day.

Google replaced old URLs with the new Shopify URLs within 30 days. Organic sessions grew by 16% during the migration year, instead of the usual double-digit loss, and additional storefronts launched immediately afterward, bringing the total to 36.

• 98% — Email Deliverability Rate Achieved
• 3x — Open Rate Increase vs. Mailchimp Baseline
• 40% — Peak Campaign Open Rate
• 12-14% — Starting Open Rate Before Migration

Email open rates sat at 12-14% on Mailchimp, low enough to question whether campaigns reached inboxes. For an e-commerce brand where email should be a top-3 revenue channel, that gap left revenue on the table every send. The root issue wasn’t content, it was infrastructure: deliverability, list hygiene, and no behavioral automation. Mailchimp was run as a broadcast tool, not a revenue system.

I staged the ESP migration to protect the sender’s reputation. A list audit and hygiene pass 1st, suppressing dead segments instead of importing them, so the new domain started clean. Then, domain authentication and a warm-up send sequence to the most engaged segments 1st, expanding volume as engagement holds. I rebuilt core flows as behavioral automation, welcome series, abandoned checkout, browse abandonment, post-purchase, triggered by Klaviyo’s Shopify-native order and behavior data instead of manual sends, and shifted campaigns to a segment-first strategy over full-list blasts.

Deliverability reached 98%. Open rates compounded from the 12-14% baseline through 20%, 25%, 28%, up to 40% on most campaigns, roughly 3x the starting point, as the channel shifted from manual broadcasts to automated, revenue-generating flows.

• 36 — GA4 Properties Consolidated into 1 Dashboard
• $0 — Cost vs. Paid Roll-up or 3rd-party Tools
• 1 Week — Build Time During Final Notice Period
• 37 — Automated Sheet Tabs Refreshing on Schedule

The CEO wanted a single view of total sessions, orders, and revenue across all 36 regional storefronts, broken down by channel. Each storefront ran its own GA4 property. Roll-up properties needed the GA4 360 enterprise tier, Looker Studio capped blending at 5 sources against our 36, and a shared property would have double-counted sessions and broken attribution.

I set up the free GA4 connector for Google Sheets to pull each property’s sessions, orders, and revenue by channel on a schedule, one config tab plus 36 data tabs, 37 total, refreshing automatically. I used ChatGPT to help write an Apps Script that merges all 36 tabs into a single master sheet, preserving the channel dimension and store-level attribution. On top of that master sheet, one pivot table rolls the data up to total sessions, orders, and revenue by channel, by store, or fully combined, built in my final 30-day notice period.

Executive reporting across 36 properties in 1 sheet, refreshing on schedule, at zero cost. It was built in 1 week during a notice period, alongside handover work, and is still in daily use as the team’s reporting backbone long after I left.