Shopify SEO Success: From Zero to 6K Keywords for a Niche LEGO Display Case Brand
When BrickShell Cases launched, it had everything going for it—a premium product for LEGO collectors, a passionate team behind the brand, and a clear niche in the display case space. What it didn’t have? Visibility.
The website was sitting at next-to-zero keywords indexed by Google. No one was finding BrickShell through search, even though people were searching for exactly what they sold.
This is the story of how we helped them grow from 0 to over 6,000 keywords in two years, all through Shopify SEO done right.
The Challenge: Zero Organic Visibility
Like a lot of new eCommerce sites, BrickShell Cases had built a clean, simple Shopify store that looked great but wasn’t showing up in search results. Google wasn’t indexing the product or collection pages, and there were no optimized tags or keywords to speak of.
They had the content. They had the product. But Google couldn’t see it.
The Fix: Clean, Consistent Shopify SEO Fundamentals
1. Image Optimization at Scale
LEGO display cases rely on visual appeal—clean, crisp product images are a major selling point. But all those images can weigh a site down.
We compressed all images across the site to reduce load times (a big boost for Core Web Vitals and user experience).
We auto-assigned keyword-rich alt tags for every image, using a dynamic naming system based on product names and categories.
This helped improve both accessibility and image search rankings.
(note: for client privacy reasons, this image is a mockup)
2. Indexing All Pages—Product & Collection
This was the big one.
Many Shopify stores unintentionally leave product and collection pages out of Google’s index. We made sure every single page—especially high-converting product and collection pages—was:
Linked clearly in site navigation
Included in the sitemap
Properly canonicalized
Crawlable by Google’s bots
Once indexing was cleaned up, hundreds of pages were discoverable—and started ranking.
3. Keyword-Driven URL Structure
We updated URLs to follow a clear, keyword-driven structure. For example:
/products/lego-display-case-for-ucs-millennium-falcon/collections/lego-display-cases
Not only is this great for SEO, it’s also more user-friendly—and it’s an easy win that a lot of brands overlook.
(note: for client privacy reasons, this image is a mockup)
4. Meta Tag Optimization
We rewrote every single meta title and description for product and collection pages using structured keyword research, with a special focus on LEGO set names, minifig terms, and product uses (e.g., "LEGO Falcon case" or "minifigure display stand").
This also helped generate Google snippets for many high-intent keywords, which started pulling in click-throughs at a much higher rate.
The Results: 6,000 Keywords and Counting
Here’s what happened after implementing these changes:
Year 1: From 0 to 2,000 indexed keywords
Year 2: Grew to over 6,000 keywords, including top 10 rankings for major LEGO set terms
We also saw rich snippets and image rankings appear across multiple key queries, giving BrickShell Cases a stronger visual and text presence on SERPs.
Other Shopify Growth Marketing Provided by A&O
Review Management
Social proof is critical in niche eCommerce. We helped BrickShell implement and optimize Judge.me, enabling automatic review requests post-purchase and embedding high-trust reviews across key product pages. Over time, this helped boost conversion rates and support long-tail SEO by building keyword-rich UGC.
Email Marketing
We built out a strategic email marketing system, including:
Automated welcome and abandoned cart flows
Targeted product restock and launch campaigns
Newsletter content aligned with LEGO release cycles
These flows worked in the background to recover revenue and deepen engagement with new fans.
Social Media Management
To support brand awareness and community-building, we handled BrickShell’s regular Instagram and Facebook posting—showcasing new products, fan photos, and seasonal content designed to appeal to collectors and AFOLs (Adult Fans of LEGO). Consistency was key, and social platforms helped create touchpoints between launches.
(note: for client privacy reasons, this image is a mockup)
Building Loyalty with Rivo
As BrickShell Cases grew their organic traffic, we wanted to create more ways to keep those new customers coming back—especially since many were collectors with long-term buying potential.
We implemented a loyalty and rewards program using Rivo, a Shopify app built for easy on-site engagement.
With Rivo, we were able to:
Launch a branded rewards widget that let customers earn points for purchases, account creation, and referrals
Set up redemption tiers (like discounts on future cases or stands) that encourage repeat buying
Integrate seamlessly with the existing Shopify checkout and email flows
The result? Returning customer rate and average order value both saw a boost—plus, it gave fans of BrickShell a reason to keep building their collections (and their points balance).
Conclusion
There was no magic trick here—just consistent application of foundational Shopify SEO work, backed by smart review, email, and social strategies. For BrickShell Cases, that meant:
Making sure Google could find, read, and understand every page
Structuring content with intent
Building brand trust and retention post-click
And it worked.
Next up: A&O is actively seeking established and emerging Shopify stores with >100 products that want to boost their Shopify SEO with the help of our established strategies and marketing tactics.
Get in touch today!
Who is A&O?
A&O (Apples & Oranges) is a leading agency specializing in digital strategy for purpose-driven brands like CleanO2—companies that are rewriting the rules in beauty, wellness, and sustainability.
Our mission is to help brands scale impact and sales by aligning story with strategy. From product SEO and high-converting quizzes to email flows, Meta ads, and social content that educates and converts—we build marketing ecosystems that grow with your business.
Whether you're launching a new line, entering a crowded category, or trying to stand out in a sea of sameness, we bring together creative storytelling and technical execution to get you there. With deep experience in Shopify, Klaviyo, and content-led growth, we help brands go beyond visibility and into velocity.
Looking to take your impact brand to the next level? Let’s talk.