How an Art Supplies Retailer Grew Traffic by 624% in 6 Months
https://castlearts.com/
Stats
19.9K to 143.9K Monthly Visits
Industry
Ecommerce & Retail
Niche
Art & Design
Reporting Date
February 2025
Want to know the secret to a 624% traffic boost?
Look no further than Castle Arts.
This art supplies retailer grew organic traffic from 19.9K to 143.9K monthly visits in just 6 months.
This SEO case study pulls back the curtain on the techniques they used to create a website that attracts, engages, and converts.
You'll also learn how to apply these strategies to your own website and discover the WordPress tools that can help you unlock similar SEO potential.
In This Article
The Catalyst: How Castle Arts Reached 143K Monthly Visits
1. Content is King (and Queen): Two Blog Posts Drive 77.6% of Traffic
Castle Arts understands the importance of attracting customers interested in art and creativity.
To do this, they've tapped into the power of content marketing, and their blog has become an unexpected goldmine for organic traffic.
Remarkably, two blog posts are responsible for a massive 77.6% of all website traffic in February 2025. These standout posts are:
- Coloring Pages: This blog post features over 100 free downloadable coloring pages. Initially, it contributed only 2.55% of site traffic. However, by February 2025, it exploded to become the top traffic driver, generating 45% of all site visits.
- 20 Simple Drawing Ideas: Published in October 2024, this blog post quickly gained traction. Now, it accounts for 32.6% of traffic.
The success of these blogs comes from two key things: on-page SEO and a people-first approach.
On-page SEO is the practice of optimizing web pages to rank in search results. It's about making it clear to search engines what your page is about.
Castle Arts likely focused on these simple on-page SEO steps:
- Keywords in Titles: Using words people search for (like “coloring pages”) in their post titles.
- Keywords in Content: Including their focus keyword and related terms within the body copy.
- Good Meta Descriptions: Writing short, clear descriptions for Google search results that encourage clicks.
- Simple URLs: Using easy-to-understand web addresses (URLs) that include keywords.
By doing these basic on-page SEO steps, Castle Arts made their blog posts easy to find in search engines. Here's an example:
However, it's important to note that it's not just about SEO.
These blog posts are also people-first, meaning Castle Arts created content users actually want (free coloring pages and easy drawing ideas.) This helpful content attracts visitors who are genuinely interested in art (aka, the Castle Arts customer).
(We’ll get into this people-first approach in greater detail later.)
This combination—simple SEO and helpful content—is why two blog posts drive so much traffic for Castle Arts.
Google rewarded Castle Arts with an influx of new SEO rankings, at 19.6K keywords.
Why This Matters:
Castle Arts is a prime example of an eCommerce business using a blog to reach a wider audience. Here's why this strategy works so well:
- Blogs can diversify your keyword portfolio. Blog posts can allow you to target industry-related keywords that don't fit into your product or collection pages.
- You can showcase products naturally. Blogs let you subtly feature products within the content. (Don't forget to include an internal link, too!)
- Blogs attract and engage customers. Good blog content brings in interested customers and keeps them engaged.
- High-quality content is SEO that lasts. Content-based SEO is a long-term traffic strategy that doesn't cost a dime.
How to Optimize Your Blog for Search Engines:
Want blog traffic like Castle Arts? Keep it simple:
- Know your audience. Find out what art topics your customers search for.
- Offer value. Create helpful content like free downloads or tutorials.
- Do basic SEO. Follow SEO best practices and use keywords in titles, text, and descriptions.
- Engage your community. Think of creative ways to interact with your community. (Example: Castle Arts has an online gallery where users can upload their art.)
- Keep improving. Check what type of content works best for your site. Then, improve upon it and refine your content strategy.
Related reading:
Content Optimization Tools:
Creating people-first content that’s search-friendly can sound a bit intimidating, especially when you’re short on time.
The good news is that All in One SEO, the leading SEO plugin for WordPress, has recently released an AI Writing Assistant that makes content optimizations a breeze.
This tool integrates with SEOBoost and provides real-time feedback directly in the WordPress editor.
For example, use the Optimization Wizard to get additional keyword ideas for your post or page. This will help you maximize its reach and visibility in search results.
You can also see how the top-ranking domains optimize for your focus keyword. This information is available in the Overview tab and can guide your overall content creation process.
As for on-page SEO, the TruSEO Analysis tool will check your keyword optimizations in the most critical areas. You’ll get a handy checklist that lets you know when you’ve forgotten to optimize a specific element.
These SEO tools help you make content for users and search engines.
2. Visual Appeal Amplified: Image SEO Drives Search Visibility
Castle Arts is all about serving artists. Because of this, they know it's important to grab their attention visually in search results. That's why they use image SEO to stand out in the crowded online landscape.
Image SEO optimizes your visual content for search engines. The goal is to have your images show up in Google search results as rich snippets and to rank in Google Images.
Did you know? There are over 1 billion searches in Google Images every day.
Ultimately, it helps people find your pictures—and your website.
Some of Castle Arts' image SEO techniques include:
- Using descriptive image file names: They use names for their image files that describe the picture and include keywords. Instead of “image001.jpg,” they might use “castle-arts-colored-pencils.jpg.”
- Writing natural alt text: They write keyword-rich alt text for each image. Alt text is a short description of the picture. It helps Google understand the image and also helps visually impaired users who may use screen readers.
- Implementing schema markup: They use schema markup for images. Think of schema as extra information you give Google to explain your images even better. It's like telling Google “This is a picture of art supplies” in a special way Google understands.
These optimizations have had a significant impact on Castle Art’s visibility in SERPs.
Image snippets have increased to 3.8K rankings in February 2025.
These results feature an image next to the search listing. They’re great for grabbing users’ attention and enticing them to click your result.
Castle Arts also started to appear in the Google Image Pack for the first time.
These results typically appear near the top of search results and feature a small collection of images related to the query.
Ranking in the Google Image Pack also means you’re ranking in Google Images!
Ultimately, this focus on visual content has been instrumental in boosting brand awareness and standing out in search.
Why This Matters:
Image SEO is a big win for visual brands like Castle Arts:
- More Ways to Be Found: Image SEO helps people find you through image searches, not just text searches.
- Better for Everyone: Alt text helps visually impaired users understand your images.
- More Clicks: Images in search results grab attention and get more clicks to your site.
- Show Off Your Brand: Good images build your brand's look and feel online.
- Schema Helps Google: Schema makes it even easier for Google to understand your images.
Castle Arts shows that image SEO is not just about making your website look good—it's also about getting seen in search and getting more visitors.
How to Make Your Images Search-Friendly:
Want your images to rank in Google like Castle Arts?
Here's a quick breakdown of how to do image SEO:
- Use keyword-rich file names. Name your image files with words that describe the picture.
- Write descriptive alt text. Describe your image while trying to keep it concise.
- Implement schema markup. Add schema markup to your images so search engines can easily understand their content.
- Include captions when helpful. In some instances, a caption can provide additional clarity. Use them when a reader would find captions helpful.
- Put images in context. Place images near text that is related to the picture.
- Create an image sitemap. Sitemaps help search engines crawls your images more efficiently. This can lead to increased visibility in image snippets and Google Images.
Image SEO Tools:
Image optimizations can feel tedious, but they don’t have to with the right tools.
AIOSEO has an Image SEO feature that automates some of the most important image optimizations.
You can automate writing image title, alt text, captions, and more using smart tags. These variables are customizable and generate image SEO elements for you.
Next, let's see how Castle Arts makes content that people love.
3. Content for People, Not Just Google: Making Content Users Love
Castle Arts understands that in the age of AI-generated content, being authentic is more valuable than ever. They prioritize content that their customers would genuinely enjoy and find helpful.
This people-first approach is evident in their blog. A prime example is their post on Easter egg painting ideas.
It's people-first because it has:
- Step-by-Step Guides: It breaks down painting eggs into simple steps, easy for anyone to follow.
- Real Pictures: It uses original photos for each step, showing exactly what to do.
- Tips and Product Ideas: It gives helpful tips and suggests Castle Arts products to use (and links to their shop).
- Artist Credit: It says which artist came up with each painting idea, giving credit to real people.
These things show that Castle Arts cares about making content for people, not just for Google. Their blog feels real and human, which is important when so much online content feels like it's made by AI.
Why This Matters:
Prioritizing people-first content offers significant advantages in today's SEO landscape:
- Builds Authenticity and Trust: Human-created content stands out in the age of AI-generated content.
- Keeps People Reading: Genuinely valuable content keeps people on your site longer and coming back.
- Enhances Brand Loyalty: Content for people builds a real connection between your brand and customers.
- Google Likes It Too: Google wants websites that are experts and trustworthy (E-E-A-T). People-first content helps show this.
Google E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It’s a framework Google’s Search Quality Raters use when evaluating websites.
How to Create People-First Content:
Make content that people love by following these steps:
- Know your users. Think about what your customers need, want, and are interested in.
- Be real. Be you. Let your brand's personality shine. Be genuine and easy to relate to.
- Show real people. Highlight the humans behind your brand. Give credit to authors and feature real people.
- Optimize for readability. Make your content clear, easy to read, and fun to look at with pictures and good layout.
- Talk to your customers. Let people comment and share feedback. Build a community.
Content that puts people first will not only rank well, but also build real connections with your audience.
Readability and Author Tools:
AIOSEO has tools to help you make people-first content.
First up, is TruSEO, which checks if your writing is easy to read. You'll get a Readability Checklist that lets you know if you need to make your sentences and paragraphs clearer.
Next, is the Author SEO add-on. This tool allows you to show who wrote your content. You can create powerful author bios that showcase the talent behind your team.
Both tools help you to create content that is engaging for users and easy for search engines to understand.
Standout SEO Wins
Beyond their core content, Castle Arts leverages social media to build their community and amplify their reach.
Social Media Engagement: Connecting with Artists
Castle Arts understands that building a brand extends beyond the website itself. They actively engage with their audience and foster community through social media marketing.
They utilize platforms like Facebook, Instagram, and Pinterest to:
- Share Customer Artwork: Regularly showcase artwork created by their customers, celebrating their community.
- Promote Academy Classes: Showcase their “Castle Arts Academy” classes, driving traffic to free resources and positioning themselves as educators in the art space.
- Run Giveaways: Organize giveaways to increase engagement and attract new followers.
By being active on social media, Castle Arts builds their brand, connects with customers, and improves their SEO.
Tool: AIOSEO offers Social Media Integration, allowing you to connect your WordPress site to all your favorite social networks. Choose from Twitter, LinkedIn, Facebook, Pinterest, and more. You can also preview your posts and thumbnails for social sharing.
Takeaways
Castle Arts demonstrates an SEO strategy rooted in content creation, eye-catching visuals, and community. Their blog is the standout element that enhances their reach and engages current customers, building a brand art lovers trust.
Here are the key takeaways for your own SEO strategy:
Top 3 Strategies to Emulate
- Leverage blog content to drive eCommerce traffic. Don't underestimate the power of a blog to broaden keywords, expand reach, and build awareness. Create engaging, valuable content that attracts your target audience and drives organic traffic. Use keyword research to find relevant topics and become a go-to resource for your customers, nurturing them towards a purchase.
- Master image SEO for visual content to capture searchers' attention. For visually-driven brands, optimize images with descriptive file names, alt text, and schema markup. This enhances visibility in image search and as rich snippets, attracting engaged users who often have higher conversion rates.
- Prioritize people-first, authentic content that builds trust and community. In the age of AI, genuine, human-created content stands out. Focus on valuable, engaging content that reflects your brand's voice and values. Encourage interaction and user-generated content to build a loyal community and differentiate your brand through authentic connection.
Bottom 3 Strategies to Reconsider
- Neglecting image title tags. While Castle Arts excels in image SEO, they appear to be missing image title tags. These tags offer another opportunity to provide context to search engines and enhance user experience on image hover. Ensure all images have descriptive and keyword-relevant title tags for maximum optimization. You can use the Image SEO feature in AIOSEO to generate image title tags automatically.
- Allowing page titles to exceed character limits. While Castle Arts demonstrates strong on-page SEO, some page titles exceed character limits. Long titles can be truncated in SERPs, reducing clickthrough rates. Aim to keep your SEO titles between 50 and 60 characters. You can use SERP preview tools to see how your titles look before publishing, allowing you to adjust as needed.
- Missing H1 tags on select pages. While generally well-optimized, a few pages on Castle Arts' website are missing H1 tags. H1 tags are crucial for signaling page topic to both users and search engines. Ensure every indexable page includes a clear and relevant H1 tag to improve SEO and user experience. The AIOSEO Headline Analyzer can help you optimize your H1s and write strong headlines that compel users.
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Carve Your Path to SEO Success With AIOSEO
Castle Arts shows how creative, content-focused SEO can transform an eCommerce site's visibility.
Now, it's your turn.
Start your journey to SEO success with All in One SEO as your trusted companion.
AIOSEO is the best WordPress plugin for SEO. It has over 3 million active users and thousands of 5-star reviews. Plus, it makes it easier to do many of the things Castle Arts did, from on-page SEO and image SEO to readability, author bios, and more.
Here are some easy-to-use AIOSEO tools to help you copy Castle Arts' strategies:
- Writing Assistant: Connect your SEOBoost account to AIOSEO to get content optimization suggestions directly in the WordPress editor. You’ll get real-time feedback to improve your content’s visibility in search engines.
- TruSEO Score: Level up your content and go beyond a simple pass or fail. TruSEO analyzes your on-page SEO, giving you recommendations to maximize your content's reach and readability.
- Image SEO: Automate the writing process for image titles and alt text using smart tag variables. You’ll save time from manual entries while helping users and search engines understand your images.
- Author SEO: Create powerful author bios that showcase your experience and expertise. This addon aligns your content with Google E-E-A-T guidelines and builds trust with readers.
- Social Media Integration: Seamlessly connect your favorite social media platforms to your site and share content with your audience. Available integrations include Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, and more.
- WooCommerce SEO: Streamline your eCommerce SEO to win higher rankings for your product pages and product collections. This time-saving tool helps you customize and automate meta titles and descriptions so your product stands out on the SERP.
- Rich Snippets Schema: Win more rich results with AIOSEO’s user-friendly schema generator. Just pick the schema type you want, and we’ll format the structured data properly for Google.
