Case Study: Turning SEO Maintenance into Measurable Growth

il Tutto is a premium baby business dedicated to helping families create stylish, safe, and practical nurseries. Offering trusted international brands alongside their popular nursing chairs, il Tutto supports parents from newborn to toddler with beautiful, functional baby furniture and accessories.

Facing ever-increasing online competition, il Tutto engaged Connected to maintain their organic search presence — but what started as a maintenance brief quickly became a powerful growth story.

OUR APPROACH - CASE STUDY

Objectives

The original brief was clear but modest — maintain organic visibility and traffic.

But our team knew the opportunity was bigger. The goal evolved — to drive commercial growth through organic optimisation.

Strategy & Execution

Our process always starts with a deep SEO Discovery, assessing performance across our four pillars: Technical, Relevancy, Authority, and User Experience.

We identify where the biggest opportunities lie — then go straight there. That means laying strong foundations for site-wide, long-term growth, while delivering quick wins on top-priority products to prove impact fast.

And because our focus is always on commercial outcomes, we build custom live dashboards aligned to business KPIs — not just to track rankings, but to measure traffic and sales impact.

For il Tutto, we initially focussed on:

Technical improvements:

• Uncovered the technical cause of 404 errors and rectified the problem

• Implemented correct canonicalisation

• Optimised crawl budget ensuring search engine spiders crawled priority pages

• Designed SEO and UX friendly templates for product categories

  
  

Relevancy - content that speaks the customer’s language:

Our keyword research revealed a disconnect between how il Tutto’s customers were searching — and how the site was showing up.

We closed that gap fast:

• Extensive keyword research to understand the language of the customer and ensure that product information and page copy was highly relevant

• Identified high-impact keywords with volume, intent, and commercial value

• Optimised for both search engines and humans

RESULTS

Outcomes

Here’s the commercial impact of a focused, data-driven approach:

• 37% increase in total organic clicks YoY

• 100% jump in clicks to Cot and Nursery Furniture categories (focus category)

• 9% sales revenue lift in focus product categories — after just 2 months post-launch

• Metrics continue to climb weekly, proving sustained momentum

“Initially, we just wanted to make sure our organic traffic didn’t drop. But Connected has completely exceeded expectations with the depth of data, strategy, and early results. SEO has quickly become a core channel for our business — delivering real commercial impact. Connected is a true strategic partner. They understand our priorities, our products, and our customer — and bring fresh, actionable insights into how people are searching for and engaging with what we offer.” — Julie Georgiadis, il Tutto Marketing Director