Case Study · SEO · Apalis

What looked like a minor fluctuation ended up costing real revenue, which Apalis tried to offset with expensive paid campaigns.

For Apalis, SEO accounts for 30 to 35 percent of traffic and revenue—a cornerstone of their business. That is exactly why it became dangerous when their visibility quietly declined over the years, until a Google update suddenly accelerated the trend. Their previous agency couldn't find the cause, and the in-house technical expertise to investigate it themselves was missing.

With over 126,000 items and more than a million variants, every technical decision has a much greater impact than it would for a small shop—this became clear, for example, when a design decision made without considering SEO triggered massive losses in visibility.

They weren't looking for a traditional marketing agency, but rather a partner who understands the technical side and could pass that knowledge on to the team.

Radical transparency instead of a black-box agency: Apalis always knew what was happening and why.

LEAP started with an in-depth discovery phase and identified around 30 areas for action, prioritized by business impact and implementation effort. The ones with the biggest leverage were implemented first: within a year, this amounted to around 20 measures, including pagination and internal linking, supplemented by structural adjustments specifically tailored to a catalog of Apalis's scale.

The difference from previous collaborations: no isolated solutions that only the agency understands, but radical transparency. LEAP didn't just explain what to do, but also why a measure works, supplemented by training sessions for the shop and marketing team.

The effect: The team now thinks things through before making changes to the site and asks targeted questions when unsure, instead of accidentally destroying visibility.