How A Local Retailer Grew Online Revenue 194% In Two Years With Ecommerce SEO
When Mulligal first partnered with CadenceSEO, the owner wanted her online store to help carry the business through the slower winter months when foot traffic naturally declined.
Two years later, that goal has been far exceeded. The online store is now a significant source of revenue, with year-over-year sales continuing to climb as more shoppers discover Mulligal through organic search and Google Shopping.
Client Spotlight: Mulligal
Mulligal is a locally owned women’s golf apparel retailer based in downtown Wausau, Wisconsin. The store carries new and consignment golf, tennis, and pickleball apparel, including clothing, shoes, hats, visors, accessories, and seasonal styles. Business is strongest during the busy summer months when golfers are active, while sales taper off during the winter.
Online sales gave Mulligal an opportunity to create more consistent revenue throughout the year. The website already existed, but it was not positioned to compete for the searches that mattered most.
Before working with CadenceSEO, the owner managed much of the website herself and had already tried working with other marketing agencies. Finding honest guidance and dependable support had been difficult. She wanted a partner who could provide straightforward recommendations and help her make smart marketing decisions as the business continued to grow.
The Challenge: Turning A Seasonal Store Into A Year-Round Business
Mulligal had a loyal customer base, a successful retail location, and a strong product mix. The next challenge was helping new customers discover the business online. At the start of the partnership, the website’s site structure, key pages, and product discovery all had room to improve, especially for shoppers looking for specific golf apparel brands.
The Strategy: Building A Stronger Foundation For Ecommerce Growth
Rather than overhauling the entire website, CadenceSEO focused on making consistent improvements that would create lasting value.
Expanding Brand Landing Pages
One of the biggest opportunities was creating dedicated pages for the many brands Mulligal carries.
Many shoppers search by brand name rather than by individual product. Without dedicated brand pages, Mulligal was missing valuable opportunities to appear for those searches.
Those pages have become some of the site’s strongest ranking assets, helping more shoppers find Mulligal when they are already looking for the brands available in the online store.
Optimizing Core Ecommerce Pages
CadenceSEO also works on existing collection pages, site content, and page structure so customers and search engines can better understand what Mulligal offers.
These updates help shopping pages gain visibility while making the browsing experience clearer for customers.
Improving Technical SEO
Behind the scenes, technical improvements continue to strengthen the site’s overall health and performance.
Metadata updates, crawl improvements, and ongoing optimization create a stronger foundation that supports continued organic growth.
Increasing Authority
As Mulligal expands its retail presence, CadenceSEO continues supporting the business with local citation management, authority-building backlinks, and press releases that reinforce the company’s growing presence both online and within the local community.
Providing Honest Marketing Guidance
The owner regularly receives emails and calls from companies promising the next big marketing solution. With so many options available, it is not always clear which opportunities are worth pursuing.
Instead of making those decisions alone, she has a trusted team she can turn to for advice. When she is reviewing a new marketing proposal, discussing ideas for the website, or asking questions about SEO, CadenceSEO provides straightforward recommendations based on what will genuinely benefit the business.
The partnership also makes day-to-day website management much easier. Rather than handling updates and SEO tasks herself, the owner can rely on CadenceSEO for ongoing support, giving her more time to focus on serving customers and growing Mulligal.
The Results: From Seasonal Support To A Thriving Ecommerce Business
The original objective was to generate enough online sales to help support the business during slower seasons.
Today, Mulligal’s ecommerce store has become a significant part of the company’s continued growth.
Recent results include:
- 44% increase in gross online product sales over the past 30 days compared to the same period last year.
- 180% increase in revenue during May 2026 compared to May 2025.
- 194% increase in revenue compared to May 2024.
Those revenue gains are supported by stronger organic visibility for the kinds of searches that matter most to Mulligal. As CadenceSEO built and optimized dedicated brand pages, Mulligal earned new and improved rankings for high-intent brand searches, including Sunday Swagger, Walter Hagen golf shirts, Kinona, Tail golf clothes, Annika golf apparel, and GGblue golf.
Several of these keywords now rank in first-page and top-three positions, helping Mulligal reach shoppers who are already searching for specific women’s golf apparel brands. That makes the traffic more valuable than broad awareness traffic because it connects the website with customers who are closer to browsing or buying.
The dedicated brand pages continue to capture valuable branded searches and bring qualified shoppers directly to the website.
Could Your Business See Similar Results?
Mulligal did not come to CadenceSEO looking for a complicated marketing plan. They needed honest guidance and practical support at a fair price.
The exciting growth came from doing the right things consistently: building better pages, improving the site, strengthening visibility, and making decisions based on what made sense for the business.
If your business is ready to turn organic search into a stronger source of revenue, CadenceSEO is ready to help.
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