How international SEO helped increase ecommerce revenue by 105% in the USA
A international ecommerce SEO case study for Skanwear
INTERNATIONAL EXPANSION FOR ONE OF THE UK'S LEADING ELECTRICAL SAFETY CLOTHING SUPPLIERS
INTRODUCING SKANWEAR...
Skanwear is one of the UK's leading manufacturers of electrical safety arc flash clothing, a legal requirement for people working in and around large electrical installations such as wind turbines or data centers.
With a both an ecommerce arm and enterprise level accounts, their Shopify website is the first point of contact for everything they do. Find it at skanwear.com
THE CHALLENGE:
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Restructure the website to increase visibility in the USA
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Restructure the website to increase conversions in the USA
Skanwear already have a physical presence in the states with account managers on the ground and inventory ready to dispatch. However, a tailored digital presence for the US was almost completely lacking.
This project was part of a much wider long term engagement I have been working on with Skanwear focussing on their on-site and technical SEO as well as content marketing to help them achieve their growth plans.
THE APPROACH...
Organic traffic from the US had steadily increased in recent years, driven largely by SEO activity focused on strengthening visibility in the UK market. While this naturally attracted relevant English language searches internationally, growth in US revenue had remained limited. The strategy therefore centre's on transforming existing US traffic into qualified sales opportunities, while expanding visibility within the significantly larger US arc flash market. Crucially, this needed to be achieved without compromising organic performance across established UK and EU markets.
WHAT'S BEEN WORKED ON...
INCREASING ORGANIC SALES
✅️ Delivered strategic guidance on upgrading Shopify to support US specific currency, tax and shipping experiences.
✅️ Conducted detailed user journey analysis to identify whether US performance issues were traffic or conversion related.
✅️ Carried out in-depth market analysis to benchmark US demand for arc flash products against the UK market.
✅️ Completed comprehensive competitor analysis of leading US electrical safety retailers to identify content and category gaps.
✅️ Introduced specialist UX and PPC partners to support the wider growth strategy and help achieve annual revenue targets.
INCREASING ORGANIC TRAFFIC
✅️ Ensured correct hreflang configuration + technical SEO setup to ensure US users find appropriate regional content.
✅️ Supported on the hiring of a US based specialist copywriter to create content aligned with US electrical safety regulations and compliance requirements.
✅️ Refined existing blog content to better align with evolving AI searches such as AI Overviews and ChatGPT.
✅️ Rolled out deeper collection page structures targeting a wider range of commercially focused arc flash search topics across both US and UK markets.
✅️ Restructured internal linking to better cluster legacy and new US content, strengthening topical relevance and search engine signals.
THE RESULTS
+105%
INCREASE IN ORGANIC REVENUE FROM USA
2025 VS 2024
+24.9%
INCREASE IN ORGANIC TRAFFIC FROM USA
2025 VS 2024
ADDITIONAL BENEFITS
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A robust Shopify platform is in place to support Skanwear in the US for the forseeable future.
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An accurate understanding of the demand and level of competiton in the US Skanwear up are up against digitally.
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Easy access to a range of specialists to continue to support the growth of the brand overseas.
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A clear understanding and process for repeating an international rollout to other countries and languages in the future.
“I've been working with Dan for quite a few years now and it's been a great collaboration. Since we began using Dan there has been an obvious increase in revenue and other positive data sets due to his hard work"
Ben Cass
Head of Marketing at Skanwear