Two Years of SEO for an Online Vape Retailer
Vape Store Direct had been trading online for years with a search presence that had barely moved in all that time. We started in October 2024. Two years later estimated monthly traffic has gone up six times over and the keyword count is ten times what it was. The campaign is still running.
The Results
In October 2024 vapestoredirect.co.uk was on an estimated 254 organic visits a month and 205 ranking keywords. By September 2026 that had reached 1,546 visits and 2,014 keywords, the highest keyword count in the site's history.
Monthly organic traffic
1,546
Up from 254 in October 2024
Ranking keywords
2,014
Up from 205 in October 2024
Campaign length
24 months
Started October 2024, still running
Paid advertising
None
Every visit on these charts came from search
Monthly organic traffic
Ranking keywords
Figures are taken from Semrush for the vapestoredirect.co.uk domain in the UK database, one reading per month between October 2024 and September 2026. Organic traffic in Semrush is an estimate based on ranking positions and search volumes rather than a count of visits. Paid traffic across the whole period reads zero.
The Starting Point
This was not a new website. Vape Store Direct had been trading for years. For most of that time its search presence had sat flat at a couple of hundred visits and a couple of hundred keywords. The site was not going backwards. It simply was not going anywhere.
That is the most common position we see. A shop that works, run by people with no time to work on how it gets found.
Vaping also shuts off the usual paid routes, which leaves organic search doing the job advertising does in other sectors.
What We Did
The same process we run for every client, applied to a shop rather than a service business.
Site audit
We audited the website first, so the work started from what the site actually had rather than what it was assumed to have.
Keyword research and topical clusters
We mapped what people search for around e-liquids, kits and flavours, then grouped those searches into clusters. Each cluster has a page for the category, a hub page for the subject and informational pages beneath it.
Informational pages
We published pages answering the questions people ask before they buy. Pages like these bring people to a shop who are not yet searching for a brand by name.
Schema and internal linking
Every page carries structured data and links to the others in its cluster, to its hub page and to the category page it supports. That tells search engines what the shop sells and how its pages relate to each other.
Category and product pages
The pages that sell were treated as landing pages in their own right rather than as a list of products, with the informational pages above them pointing customers down towards them.
Audits every three months
The site is audited every three months while the campaign runs. Pages that rank are given clear calls to action. Pages that do not rank are rebuilt rather than left sitting there.
Where It Is Now
The first six months are messy. Traffic bounces between 27 and 338 a month while the keyword line climbs steadily underneath it. Rankings were being built before they were worth anything, which is exactly what the early stage of a campaign looks like on a chart.
From the autumn of 2025 the traffic line follows the keyword line upwards. Traffic reached 1,875 in May 2026 and has moved between 1,400 and 1,900 since, while the keyword count has carried on climbing to its highest ever point.
The campaign is still running, so these figures are a position rather than a finish line.
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