Mission log · Macys Digital · SEO
Macys Digital is an electronics shop in Playa de las Américas (Tenerife) that sells online. In this ecommerce SEO case study we compare the same 30-day window, from 4 August to 2 September, in 2025 and in 2026. Organic clicks rose from 1,576 to 2,635, an increase of 67.2%. Behind the jump are the comparison buying guides we created for people who are already choosing what to buy.
Image: NASA/JPL/Space Science Institute (Cassini)
All the data comes from Google Search Console and covers organic traffic only, with no ads or other channels.
Mission log
In electronics, each model stays on sale for a short time. Its product page gets visits while it sells and loses them once the model is discontinued. Macys Digital's organic traffic relied heavily on those pages, so every catalogue change took clicks with it.
We created comparison buying guides on the shop's blog. They answer two search patterns: “best value X” and “X vs Y”. Someone searching like that already knows what kind of product they want and is choosing which one to buy.
A guide copes with catalogue changes better than a product page. When a new model comes out, the comparison can be updated at the same URL and keeps what it has already earned in Google.
The guides were published over the last year.
Mission log
| Metric | 2025 | 2026 | Change |
|---|---|---|---|
| Organic clicks (4 August to 2 September) | 1,576 | 2,635 | +67.2% |
| Organic clicks (full month of August) | 1,598 | 2,623 | +64.1% |
| Impressions (4 August to 2 September) | 251,245 | 293,122 | +16.7% |
| Average position | 2025 | 2026 |
|---|---|---|
| Mobile | 11.4 | 8.1 |
| Desktop | 16.1 | 10.3 |
Clicks rose by 67.2% and impressions by 16.7%. If the shop were simply showing up more often in Google, both figures would have grown at a similar rate. The difference comes from rankings, because a result higher up the page gets more clicks from the same searches. Over the full month of August the increase is 64.1%, so the result doesn't depend on how the date window is cut.
In 2026, 69% of clicks came from mobile: 1,820 out of 2,635. On mobile, the average position went from 11.4 to 8.1. On desktop it went from 16.1 to 10.3, a bigger improvement but on less traffic.
The five new guides with the most traffic add up to 787 clicks that didn't exist a year ago:
| Guide | 2025 | 2026 |
|---|---|---|
| /kobo-vs-kindle-vs-pocketbook/ | 0 clicks | 224 clicks |
| /mejor-movil-calidad-precio/ (best value phone) | 0 clicks | 178 clicks |
| /ipad-air-vs-ipad-pro/ | 0 clicks | 148 clicks |
| /mejor-tablet-calidad-precio/ (best value tablet) | 0 clicks | 134 clicks |
| /mejor-camara-compacta-calidad-precio/ (best value compact camera) | 0 clicks | 103 clicks |
Meanwhile, several product pages that brought in clicks in 2025 dropped out once their models were discontinued. In an electronics catalogue that is to be expected, and the guides make up for the loss.
Results depend on the client's business model, margin, investment, data history, offer, creative and sales capacity.
We explain how we apply this to other shops in our ecommerce SEO service. If your website sells services, our SEO agency page shows how we approach it for B2B companies. And our case studies page has the rest of our projects with figures.
Open frequency
If your shop loses clicks every time the catalogue rotates, start here. The audit is free, and within 7 days we tell you what we would do with your SEO, in what order and what it would cost.
Get your free audit
