Ecommerce SEO Case Study: 562 to 1,781 Clicks in 90 Days
Mountemart is an online grocery and household store delivering in Nepal — formula milk, cookies, rice, cheese, kitchen appliances. Over the last 90 days it grew from 562 to 1,781 organic clicks, a 217% increase, with impressions rising from 17,761 to 98,868.
It is the fastest-growing property in our portfolio. It is also the clearest illustration of a trap that ecommerce owners fall into when reading their own analytics, so this case study spends as much time on what the growth is not as on what it is.
The numbers
Google Search Console, 9 May – 6 August 2026, versus the previous 90 days:
| Metric | This period | Previous | Change |
|---|---|---|---|
| Clicks | 1,781 | 562 | +217% |
| Impressions | 98,868 | 17,761 | +457% |
| Average CTR | 1.80% | — | — |
| Average position | 8.8 | — | — |
Where the clicks actually come from
Break the top queries apart and the store turns out to be running three different businesses at once:
| Query | Clicks | Impressions | CTR | Position |
|---|---|---|---|---|
| mountemart | 173 | 296 | 58.45% | 1.0 |
| motaram cookies | 39 | 223 | 17.49% | 2.4 |
| nannylac cereal | 13 | 258 | 5.04% | 5.1 |
| bounty chocolate price in nepal | 12 | 875 | 1.37% | 6.0 |
| sipease | 6 | 264 | 2.27% | 7.1 |
| aloe herbal.com | 4 | 4,568 | 0.09% | 7.1 |
1. Brand search: the conversion machine that does not grow you
The single query mountemart produces 173 clicks — roughly one in ten clicks the whole site earns — at a 58.45% click-through rate from position 1. The homepage overall converts at 20.32%.
Those are outstanding numbers, and they mean the store has real brand recall. But branded search does not acquire customers. It captures people who already decided to visit and used Google as an address bar. If you judge your SEO by a traffic chart that includes branded search, you are measuring the effect of your ads, your delivery reputation and your word of mouth — and crediting it to search.
The right way to read this store's growth is to set that 173 aside and look at what remains.
2. Product-name search: where ecommerce SEO is actually won
What remains is very good. motaram cookies converts at 17.49% from position 2.4, and the Motaram peanut cookies product page alone earns 71 clicks at a 13.63% CTR. Baby formula queries — nannylac cereal, farex stage 1, formula milk in nepal — convert between 1% and 5%.
These are high-intent, low-competition searches: someone typing a specific brand of cookie or infant formula plus Nepal is a buyer, not a browser. Individually each query is tiny. There are thousands of them, one per product, and a well-structured catalogue captures the whole family at once.
This is the growth engine, and it is entirely repeatable: every product you stock is a query you can own, provided the product page is indexable, uniquely titled and describes the item the way customers name it.
3. Price and comparison search: the top of the funnel
The third group is informational: bounty chocolate price in nepal, doritos price in nepal, best formula milk for baby 0-6 months in nepal. Lower CTR, higher volume, earlier in the decision. The store's blog serves this layer — its guide to formula milk for babies earns 68 clicks from 2,975 impressions, and the Farex guide another 10.
A store blog that is written around what customers ask before buying, rather than around generic SEO topics, feeds the product pages beneath it. That is what these two posts are doing.
The gap: 98,868 impressions at 1.80%
Here is the opportunity. The store is being shown almost a hundred thousand times a quarter and converting fewer than two in a hundred of those impressions, at an average position of 8.8.
Two separate causes, with two separate fixes:
- Position. An average of 8.8 means a large share of appearances are at the bottom of page one or on page two, where clicks are scarce regardless of how good the title is. Product pages need internal links, category structure and content depth to climb.
- Irrelevant impressions. The query aloe herbal.com generated 4,568 impressions and 4 clicks — a 0.09% CTR. That is someone looking for a different company entirely. Thousands of impressions like these drag the site average down while representing no lost opportunity at all.
This is why an average CTR is a poor health metric for a store. Segment it: branded, product, price-comparison, and noise. Only the middle two are worth optimising, and both are currently converting well.
What the top pages tell you about structure
| Page | Clicks | CTR | Position |
|---|---|---|---|
| Homepage | 403 | 20.32% | 5.4 |
| Motaram peanut cookies 150 kg | 71 | 13.63% | 3.3 |
| Blog: best formula milk for babies in Nepal | 68 | 2.29% | 6.9 |
| Motaram mix fruit cookies jar | 24 | 10.00% | 4.4 |
| Bounty double soft chocolate bar 57g | 22 | 1.11% | 6.3 |
| Paper Flies spiral A4 notebook | 18 | 12.08% | 5.6 |
| Brands: Mota Ram | 11 | 9.32% | 4.4 |
Two structural notes. First, brand pages work: the Mota Ram brand page converts at 9.32%, which means shoppers search by brand and land somewhere sensible. Second, one high-traffic entry point is a URL with query parameters — /brand-detail?id=…&name=Sarbottam — earning 11 clicks from 869 impressions at 1.27%. Parameterised URLs are harder for Google to consolidate and impossible for a customer to read. Moving those to clean paths like the /brands/mota-ram pattern is a straightforward technical win.
The playbook for an ecommerce site in Nepal
- Treat every SKU as a landing page. Unique title, the brand name customers say out loud, the size, and the word "Nepal" or the delivery city where it is natural.
- Build brand hub pages for the manufacturers you stock. They rank for brand-only searches and collect the long tail underneath.
- Use clean, readable URLs. No query strings for pages you want indexed.
- Write the pre-purchase guide, not the SEO article. "Best formula milk for babies in Nepal" earns clicks because it is the question a real parent asks at 11pm.
- Report branded and non-branded separately, always.
- Fix price pages on a schedule. Anything containing a price is a decaying asset; put the refresh in the calendar the day you publish it.
How the store is tracked
Mountemart is connected to GharNaksa SEO as a Search Console-only property with GA4 linked — it runs on its own storefront platform rather than WordPress, so the app is not publishing into it. What it provides is the measurement layer: query segmentation, page-level CTR analysis, rank tracking on the product terms that matter, indexing coverage, and the alerts when a tracked keyword slips.
That distinction is worth making plainly. Not every site needs software to write its content. Every site needs something that tells it which of its thousand pages is the one worth an hour of work this week — and in this case, that answer is a single product-page title rewrite pass across the catalogue.
Next 90 days
The targets are set: lift average position from 8.8 by strengthening internal linking between category, brand and product pages; rewrite titles across the highest-impression SKUs; migrate parameterised brand URLs to clean paths; and grow non-branded clicks specifically, so the next report can show growth that does not depend on people already knowing the name.
More from this portfolio: the 90-day report across all our sites, the construction tools case study, and why search compounds for a business.