Shopify SEO Case Study: Just Pots
Organic Traffic Growth Across the Texas Market
Organic Clicks
Engaged Sessions
Location
Texas
Serving statewide and local markets
Services Used
Local SEO
On-Page SEO
Off-Page SEO
Technical SEO
Redesign and Development
PPC
Client Overview
An Established Texas Pottery Brand Built for Scale
Just Pots is a Texas pottery retailer selling terracotta, fountains, and planter pots to shoppers and wholesale buyers across the state. They run a full Shopify storefront with real inventory depth, from single decorative pieces to bulk wholesale orders. Their catalog and reputation were already strong. The opportunity was to put that catalog in front of every Texan searching for it, in a market where the most common competitors for a pottery search are retailers like Home Depot and Walmart, alongside regional chains like H-E-B.
The Challenge
Competing for Statewide Demand Against Big-Box Retailers and Local Nurseries
Just Pots was missing the searches happening every day across Texas. Shoppers looking for planter pots, terracotta, and garden fountains were landing on big-box retailers like Home Depot, picking up accessories at plant nurseries, or grabbing whatever H-E-B stocked seasonally. Wholesale buyers searching for bulk orders found national chains first. Just Pots carried deeper inventory and real product specialization, but their storefront was not ranking for the terms those buyers actually typed, in their home market or statewide. The goal: capture organic traffic for the products they sell and convert statewide search demand into online orders.
The Solution
A Product-Led SEO Program Built Around Real Inventory
We started with the catalog, because that is where buying intent lives and where shoppers spend the most time deciding on a planter. On-page optimization ran across product and collection pages so terracotta, fountains, and planter listings could rank for the specific terms buyers search.
Technical work addressed the Shopify constraints that hold most e-commerce stores back: duplicate collection URLs, thin variant pages, and inconsistent product indexation. Fixing those let the catalog get crawled and ranked reliably. A redesign and development pass improved how the storefront presented inventory to both search engines and buyers, working within Shopify’s template limits rather than against them.
Off-page work built the domain authority needed to compete with far larger retailers. Local SEO anchored Just Pots in its home market and created the foundation for expansion into other Texas metros. Paid search ran alongside the organic program to capture demand while rankings matured. The through line stayed consistent: match real products to real searches, statewide and local.
Increase in Impressions
Across Tracked Keywords
The Outcome
From One Market to Statewide Visibility
Organic traffic grew 87%, and the catalog work showed up where it counts: the number of products and collections ranking on page one climbed by hundreds of keywords, and the store’s average ranking moved onto the first page of results.
The statewide goal is where the story lands. Just Pots strengthened its position in its home San Antonio market, reached Austin for the first time in a meaningful way, and began ranking near the top of page one for pottery searches across Texas. A store that once competed in one city is now visible to buyers across the state.
Keywords in the Top 3 Positions
Increase in Organic Sessions
Expanding into AI Search Visibility
Showing Up Where Buyers Now Ask
Search is no longer a list of blue links, and an SEO strategy built only for that format is already behind. Assistants now sit between the shopper and the storefront, which means the work has to account for how those systems select and cite sources. Just Pots now appears in Google’s AI Overviews for a growing set of pottery searches, up from zero appearances at the start of the engagement. When a shopper asks an assistant where to buy planter pots or garden fountains, Just Pots is one of the answers.
AI Overview Appearances
AI Overview Appearances
End of 2024 vs. Mid-2026
Work With Us
Your best products should be the first thing your market finds, at home and across your whole state. See what your storefront looks like from the top of page one.
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