+22%
Organic clicks (10.4K -> 12.7K)
+30%
Impressions (33.4K -> 43.5K)
5K+
Google Images impressions
About PULLZ
PULLZ is a Croatian TCG and board game retailer specializing in trading card games, board games and collectibles. The company has built a strong brand within the community, but wanted to expand its reach through organic search.
I joined the project in February 2026 as the Lead SEO Specialist.
The Challenge
Although PULLZ already had a recognizable brand, organic growth across category pages was limited. The company faced several challenges:
- A relatively young website competing against established retailers with years of SEO authority
- Products that frequently go out of stock and are restocked only once or twice per month
- Limited visibility for category and informational searches
- A need to attract new customers while encouraging existing customers to return
The goal was to increase organic visibility and create sustainable long-term growth through SEO.
What We Did
Technical SEO Improvements
We implemented several technical improvements to strengthen the website's SEO foundation:
- Improved page speed and loading performance
- Optimized image sizes to reduce load times
- Added descriptive alt text and branded background to product images
- Improved image SEO to increase visibility in Google Images
Content Optimization
We expanded category and product pages with helpful content placed directly under the H1 heading. This helped search engines better understand page intent and improved the relevance of search snippets.
Content Marketing
We started publishing highly targeted blog content focused on helping customers discover products that fit their interests. Examples included:
- Best Board Games for Adults
- Best Board Games for Children
- Best Board Games for Seniors
Each article included relevant product recommendations and internal links to purchase pages.
Product Page Enhancements
We added FAQ sections to product pages to answer common customer questions and reduce friction during the buying process.
Early Results
While the project is still ongoing, the initial results are promising:
- Over the last three months, organic performance continued to grow, with clicks increasing by 22% from 10.4K to 12.7K and impressions rising by 30% from 33.4K to 43.5K
- Over 5,000 impressions generated through Google Images
- Increased visibility for board game and TCG-related searches
- Blog content helping users discover new games and products
- Improved search snippets through expanded page content
- Faster purchasing decisions thanks to product FAQs
The project continues to focus on building long-term organic growth and increasing visibility across both board game and trading card game categories.