Shopify SEO case study
Shopify SEO case study: Fitness Society Supplements
Two redesigns, a massive blog and a 34% lift in online sales.
This Shopify SEO case study follows Fitness Society Supplements, a supplement store and training studio in Melbourne, Florida. Across two redesigns we orchestrated a blog of more than 300 articles and product SEO across 375 products. Ranking keywords grew from about 1,000 to 5,985, and total online sales rose 34 percent.
CLIENT
LOCATION
OFFER
PLATFORM
DATA WINDOW
WHAT WE DID
fitnesssocietysupplements.com, live in October 2026
+34%
5,985
5.9K
339
Where it started
A local favorite competing with the giants.
Fitness Society is more than a supplement shop. Two Melbourne stores, a personal training studio, free InBody scans and weekly run clubs, with a community that shows up in person. Online, though, it sells the same tubs of creatine and pre-workout as Amazon, the national chains and every brand’s own website.
In April 2024 Semrush counted about 1,000 ranking keywords for the store, and for more than a year it hovered around 1,500. To grow online sales, the store needed a site that converted better and a reason for Google to send shoppers there instead of the giants.
The answer was a two-part plan: redesign the store for conversion, then out-answer everyone on the questions supplement buyers actually ask.
Apr 2024
Dec 2024
Sept 2025
Dec 2025
Feb 2026
Apr 2026
Jun 2026
Today
The build
Redesign, then out-answer everyone.
More traffic does not help a store that does not convert, and a beautiful store does not help if nobody finds it. We worked both sides, in order.
Two redesigns, built to sell
The first redesign went after friction. We audited and rewrote the collection and product templates so every product showed a visible Add to Cart button, Judge.me star ratings and a price per serving, sorted sold-out items to the bottom, and cleaned up quick view where it got in the way.
The second redesign rebuilt the face of the store: a new homepage and a set of landing pages on a modern Shopify theme, with the personal training studio, InBody scans, run clubs and the brands Melbourne trains on all given a place, alongside clear paths into shopping by goal.
- Ratings and price per serving on every product.
- A new homepage and landing pages for the store and the studio.
Where it ranks on Google, US
#1
#3
#5
#6
#6
#7
Semrush organic positions, US, October 2026.
A massive blog, orchestrated
Supplement shoppers ask a lot of questions before they buy. Will creatine make me gain weight? Can creatine cause diarrhea? Does pre-workout expire? How much beta alanine is in C4? How much protein is in shrimp? We built a blog of more than 300 articles to answer them, each linking straight to the products that solve the problem.
The creatine weight gain article alone ranks in Google’s top ten for a search with about 12,100 monthly searches, and several articles hold the top spot for their questions.
Product SEO across 375 products
Every product page is a chance to rank for the exact product a shopper already wants. Across 375 products and 27 collections, we tuned titles, descriptions and on-page content so Fitness Society shows up when someone searches the brand and product by name, and ranks first for some of them outright.
Local signals tie it together: free pickup at both Melbourne stores, the brand name ranking first for Fitness Society Melbourne, and the training studio ranking first for its own name.
The store by the numbers
375
339
27
2
2
From the live Shopify sitemaps, October 2026.
The playbook
Shopify SEO that moves product.
A supplement store cannot outspend Amazon. It can out-help it. Every part of this program was built to turn a curious searcher into a confident buyer.
Two redesigns
Templates rebuilt for conversion, then a new homepage and landing pages.
Product trust signals
Visible Add to Cart, Judge.me ratings and price per serving on every product.
A 300+ article blog
The supplement questions shoppers ask, answered and linked to products.
Product SEO
375 products and 27 collections tuned to rank for what shoppers search.
Local pickup
Two Melbourne stores and the training studio tied into local search.
Tracking
Shared tracking across landing pages so every change is measured in sales.
The results
Six times the keywords. 34% more sales.
Semrush counted 1,001 ranking keywords in April 2024. Once the blog and product work were in full swing, the curve turned sharply upward: 2,211 in September 2025, 3,134 in December, and a peak of 5,985 in June 2026. Estimated organic traffic peaked at 5,924 visits in April 2026. Most important, total online sales grew 34 percent, because the redesigned store converted the traffic the content brought in.
Ranking organic keywords, US
Source: Semrush, Apr 2024 to Sept 2026
+34%
6x
5,924
#1
Why it worked
Content brings them in. Design closes the sale.
Plenty of stores publish blogs that never sell a thing, and plenty of beautiful stores never get found. Fitness Society did both halves in order. The redesigns made every product page easier to trust and easier to buy from, so when the blog started sending thousands of shoppers a month, they landed somewhere ready to sell.
Keywords have eased slightly from the June peak to about 5,300, still more than five times where the store started.
What it proves
Local stores can win online.
A two-location supplement shop in Melbourne now ranks alongside national retailers for the questions supplement buyers ask, and turns that traffic into real orders. Two redesigns and a few hundred well-aimed articles made the difference.
If you run a Shopify store competing with the giants, the same approach is open to you.
+34%
5,985
339
375
15 minutes. A plan, not a pitch.
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