How a local retailer grew online revenue 194% in two years.
Mulligal wanted its online store to help carry the business through slower winter months. A practical ecommerce SEO strategy turned the website into a meaningful year-round revenue channel built around product discovery, brand searches, technical improvements, and honest marketing guidance.
- Women’s Golf Apparel
- Ecommerce & Local Retail
- Two-Year Growth Story
Online revenue in May 2026 compared with the same month in 2024.
Revenue in May 2026 compared with May 2025.
Gross online product sales over a recent 30-day period year over year.
Several high-intent apparel-brand searches reached first-page and top-three positions.
A local specialty retailer with a national ecommerce opportunity.
Mulligal is a locally owned women’s golf apparel retailer in downtown Wausau, Wisconsin. The store carries new and consignment golf, tennis, and pickleball apparel, including clothing, shoes, hats, visors, accessories, and seasonal styles.
Summer foot traffic created a healthy local business, but winter seasonality made revenue less predictable. The website offered a way to reach shoppers beyond the local market and create a more consistent source of sales throughout the year.
The website existed, but it was not positioned to capture the searches that mattered.
The owner had managed much of the website herself and had worked with other agencies before. She needed dependable support, straightforward recommendations, and a strategy that could grow without forcing an unnecessary site overhaul.
- Online sales needed to offset slower seasonal foot traffic
- Product and collection discovery had room to improve
- Many valuable brand searches had no dedicated landing page
- Technical and on-page updates needed consistent attention
- Marketing decisions required a trusted outside perspective
Turn a seasonal storefront into a year-round discovery and sales engine.
Mulligal already had loyal customers and a distinctive product mix. The growth opportunity was helping new shoppers find the business online when they searched for specific women’s golf apparel brands, styles, and products.
Local demand slowed in winter
The physical store performed best during active golf months, making a stronger online channel important for creating more consistent annual revenue.
Brand searches lacked destinations
Shoppers often search by apparel brand. Without dedicated brand pages, the store missed opportunities to meet customers already close to browsing or buying.
The owner needed practical support
Website updates, SEO tasks, and marketing decisions competed with the daily demands of operating and growing the retail business.
Build dedicated landing pages around how shoppers actually search.
Many shoppers begin with a brand name rather than a generic product category. Cadence SEO expanded the site with dedicated brand pages that gave search engines and customers a clear destination for each important apparel label.
Those pages became some of the website’s strongest ranking assets, connecting Mulligal with customers who already knew the brands they wanted and were more likely to browse or purchase.
- Identify brands with meaningful search demand
- Create useful, indexable brand landing pages
- Connect pages to relevant products and collections
- Improve copy, metadata, headings, and internal links
- Keep the experience useful as inventory changes
Make consistent improvements that compound instead of rebuilding everything at once.
The strategy focused on the highest-value gaps first, then continued strengthening the store through ongoing page optimization, technical SEO, authority development, and support for business decisions.
Expand brand landing pages
Create search-friendly destinations for the apparel labels shoppers actively look for and connect those pages to available products.
Optimize collections and core pages
Improve page structure, content, metadata, relevance, and browsing clarity across the ecommerce experience.
Strengthen technical SEO
Address crawling, metadata, indexation, and ongoing site-health needs that support stronger and more dependable organic visibility.
Build authority and local presence
Support growth through local citations, relevant backlinks, press releases, and signals that reinforce the expanding retail brand.
Give the owner a trusted team for day-to-day marketing decisions.
Retail owners receive a constant stream of pitches promising the next big channel, platform, or shortcut. Cadence SEO became a reliable resource for evaluating those opportunities and recommending what genuinely made sense for the business.
- Review outside marketing proposals before committing budget
- Answer website and SEO questions in straightforward language
- Handle ongoing updates that previously consumed owner time
- Prioritize practical improvements over unnecessary complexity
The online store became a significant part of the company’s continued growth.
The original goal was modest: generate enough ecommerce revenue to support the business during slower seasons. Two years later, online sales were continuing to climb as organic search and Google Shopping helped more customers discover the store.
194% growth over two years
May 2026 online revenue was 194% higher than May 2024, demonstrating that the ecommerce channel had grown well beyond seasonal support.
Strong year-over-year gains
May 2026 revenue increased 180% over May 2025, while a recent 30-day period showed a 44% increase in gross online product sales.
Qualified brand-search traffic
Dedicated brand pages earned first-page and top-three visibility for several valuable searches connected to women’s golf apparel labels.
Practical ecommerce work, applied consistently over time.
The result was not driven by one dramatic redesign or short-term tactic. It came from identifying the right opportunities, building useful pages, strengthening the store, and making better marketing decisions month after month.
Find the commercial gaps
Review site structure, collections, brand demand, technical health, and the customer journey.
Build brand destinations
Create dedicated pages for high-intent labels and connect them with relevant products.
Improve the foundation
Optimize core ecommerce pages, metadata, crawling, internal paths, citations, and authority.
Compound the gains
Continue refining pages, supporting business decisions, and expanding qualified visibility.
Build an ecommerce strategy around how customers discover and buy.
The Mulligal growth story connected ecommerce SEO, keyword research, on-page improvements, technical health, local authority, and ongoing strategic support.
Ecommerce SEO
Strengthen category, collection, product, brand, and informational visibility across the customer journey.
Explore ecommerce SEO →Keyword Research
Identify the brands, products, categories, questions, and buying signals your customers search for.
Explore keyword research →On-Page SEO
Improve page relevance, structure, internal connections, metadata, and conversion pathways.
Explore on-page SEO →Authority Development
Build local citations, relevant backlinks, mentions, and external signals that reinforce trust.
Explore authority services →Find the ecommerce opportunities that could create lasting momentum.
Get a personalized video audit highlighting potential gaps in product discovery, collection structure, technical SEO, content, authority, and conversion paths.