Case Study

Shopify SEO & Google Ads Growth of KRAFTKOLOUR by VowelWeb

KRAFTKOLOUR is an established Australian brand in textile dyes, yarn, fabric, and craft supplies on Shopify. VowelWeb executed a comprehensive growth roadmap—slashing 15,000+ crawl errors down to the hundreds, restoring indexability for nearly 4,000 commercial pages, and scaling Google Ads and Shopping around high-intent products to drive +70.8% total sales and +106.9% new customer growth.

Technical & Shopify SEO
Google Ads & Shopping
CRO & Store Optimisation

Project Overview

Transforming an Australian craft & textile supplier’s Shopify store into an optimized, high-converting revenue engine.

KRAFTKOLOUR partnered with VowelWeb to overcome critical technical SEO bottlenecks that were restricting organic visibility, creating massive crawl bloat, and limiting advertising efficiency.

With an extensive catalogue of textile dyes, yarns, and craft supplies, VowelWeb implemented a full-scale optimization program: resolving 15,000+ broken 404 URLs, restoring indexing for 4,000 commercial pages, restructuring Google Shopping & Performance Max campaigns, and enhancing on-site user experience to convert high-intent shoppers.

Vision of the Client

The client envisioned transforming KRAFTKOLOUR’s Shopify presence by eliminating accumulated technical SEO debt, reclaiming lost search equity, and modernizing paid acquisition. The objective was to build a rock-solid technical foundation, dominate Google Shopping for high-intent craft & textile keywords across Australia, and convert incoming traffic into loyal, repeat customers.

We needed a team that could dive deep into thousands of technical errors and restructure our campaigns to focus on what actually sells. VowelWeb delivered outstanding organic and paid growth.

— KRAFTKOLOUR Team

Challenges that were Brought Forward

  • 15,000+ Broken 404 URLs: Massive crawl bloat and broken legacy URLs drained domain authority and caused severe crawl traps for search engines.
  • Nearly 4,000 Non-Indexable Pages: Critical product and collection pages were excluded from search engines due to improper noindex directives, redirects, and canonical issues.
  • Technical & Performance Deficits: A low mobile performance score of 53 with a 3.3s LCP and 640ms blocking time, along with missing image ALT tags, weak meta titles, and H1 heading inconsistencies.
  • Underdeveloped Ads & Shopping Structure: Broad, untargeted advertising generated unqualified clicks rather than focusing on proven high-margin conversion drivers.
  • Product Discovery & CRO Friction: Missing modern collection filters, quick view, trust badges, and conversion touchpoints hampered on-site user journey.

Strategic Solutions

To address these challenges, VowelWeb deployed an integrated, high-impact growth strategy:

  • Surgical 404 Remediation: Systematically mapped, redirected, and recovered valuable historical URLs, slashing 404s from ~15,000 down to just 178.
  • Indexability & Canonical Recovery: Cleared improper noindex directives and fixed canonical hierarchies to restore nearly 4,000 commercial pages to Google’s index.
  • Data-Led Search & Shopping Rebuild: Restructured campaigns around high-intent, converting products (Silk Scarves, Procion Dyes, Wool Tops) and scaled with Performance Max.
  • Merchant Center Feed Optimization: Refined product titles, descriptions, and product categories to maximize Google Shopping visibility and CTR.
  • Shopify CRO Toolkit: Implemented collection filtering, quick view, wishlist, trust badges, FAQs, and exit-intent capture to maximize customer conversions.

Solid Results

Between July 2025 and August 2026, VowelWeb's combined technical SEO overhaul, Google Shopping expansion, and on-site CRO drove record-breaking commercial growth. The store achieved a +70.8% increase in total sales, a +106.9% increase in new customers, and a +1,119% surge in Google Shopping traffic while cleaning up more than 14,800 broken URLs.

+70.8%
Total Sales Growth
+106.9%
New Customer Acquisition
+370.0%
Google Shopping Sales
15k → 178
404 Errors Cleaned Up

Core Deliverables & Benefits

Key achievements and strategic milestones delivered for KRAFTKOLOUR:

  • 15,000+ 404 errors reduced to 178 affected URLs
  • Nearly 4,000 excluded pages recovered for indexing
  • +125% increase in website sessions & +140.4% store visitors
  • +370% growth in Google Shopping sales & +523.5% orders
  • +1,119% increase in Google Shopping traffic
  • High-intent Search CPA as low as A$4.26 per conversion
  • Comprehensive on-page SEO, metadata & ALT text cleanup
  • Full Shopify CRO roadmap deployed for higher conversions
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KRAFTKOLOUR's Shopify store was transformed from a technically constrained, high-error environment into a significantly cleaner and more commercially focused ecommerce operation—reducing 404s from approximately 15,000 to the hundreds while contributing to +70.8% sales growth, +106.9% new-customer growth and +370% Google Shopping sales growth.
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KRAFTKOLOURTextile Dyes, Yarn, Fabric & Craft Supplies

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