Executive Summary
The Challenge: RN Coins, a niche ecommerce store for rare coins and banknotes, was virtually invisible on Google. With a disrupted website, thin content, and near-zero domain authority, their online sales were stagnant, generating a mere ₹5,000 per month.
Our Solution: Web Wallah implemented a holistic, three-pillar SEO strategy focused on a technical overhaul, deep content optimization, and strategic authority building, specifically tailored to dominate Google Shopping.
The Results: In under two years, RN Coins was transformed into a dominant force in the numismatics space, achieving staggering growth not just in traffic, but in tangible business revenue and market presence.
| Key Metric | Before (Oct 2023) | After (Aug 2025) | Growth |
|---|---|---|---|
| Monthly Organic Revenue | ~ ₹5,000 | ₹250,000+ | +4,900% |
| Monthly Organic Orders | 8-10 | 50+ | +400% |
| Keyword Rankings | 50-60 | 4,000+ | +7,900% |
| Domain Rating (Ahrefs) | 2 | 48 | +2,300% |
| Products in Top #3 (Shopping) | 10 | 900+ | +8900% |
1. Introduction: Understanding the RN Coins Landscape
RN Cois is a premium provider of authenticated rare coins, banknotes, stamps, and medals. Founded in 2021, their business thrives on trust and expertise. However, their online presence did not reflect their market knowledge. The numismatics market is highly specialized; customers are knowledgeable and search for very specific items (e.g., “Mughal Empire silver rupee,” “UNCIRCULATED 1975 2-rupee note”). This requires an SEO strategy that understands user intent at a granular level.
The core problem was clear: A superior product catalog was being let down by an inferior digital storefront that search engines could not find or trust.
2. The Pre-Engagement Diagnosis: A Deep-Dive Audit
Our comprehensive technical and content audit revealed several critical roadblocks preventing growth:
- Technical Debt: The site was plagued by a cluttered structure, numerous unused plugins, and critically slow page speeds. This created a poor user experience and signaled low quality to Google’s crawlers.
- Content Deficiency: Product descriptions were minimal and not optimized for search. Category pages lacked informative content, and there was no blog to capture informational queries.
- Zero Authority: With a Domain Rating of 2, the site had no established trust or authority in the eyes of search engines, making it impossible to rank against established competitors.
- Invisible on Google Shopping: The product feed was likely unoptimized, causing their valuable inventory to be absent from one of the most high-intent marketing channels for ecommerce.
3. The Web Wallah Strategy: A Three-Pillar Framework
We moved away from a one-size-fits-all approach and built a custom strategy for the unique world of collectibles.
Pillar 1: Technical Foundation & Architecture
We began by building a rock-solid technical foundation to ensure the site was fast, secure, and easily crawlable.
- Website Performance Revolution: We audited and removed redundant plugins, optimized image sizes through modern formats like WebP, implemented lazy loading, and configured robust caching. This dramatically improved Core Web Vitals scores.
- Site Structure Siloing: We re-architected the site’s hierarchy to create a logical flow: Homepage -> Category (e.g., “British India Coins”) -> Sub-Category (e.g., “Queen Victoria Rupees”) -> Product. This helped both users and search engines navigate the catalog intuitively.
- Schema Markup Implementation: We deployed comprehensive structured data across the entire site, including:
- Product Schema: For every item, detailing price, availability, condition, and brand.
- Breadcrumb Schema: To reinforce site hierarchy.
- Organization Schema: To build local business trust.
- Google Merchant Center Optimization: A dedicated feed management strategy was implemented, ensuring perfect data quality, optimal product categorization, and high-resolution images to maximize performance in Google Shopping.
Pillar 2: Content & On-Page Optimization
We transformed every page into a valuable resource designed to rank and convert.
- Intent-Driven Keyword Strategy: We targeted a mix of commercial head terms (“buy old coins”), long-tail product keywords (“1907 one rupee Edward VII coin value”), and informational queries (“how to store ancient coins”).
- Product Page Transformation: Each product description was rewritten from a generic placeholder into a rich, unique description. We included historical context, minting details, condition reports, and high-quality images, naturally incorporating target keywords.
- Category Page Enhancement: Category pages were no longer just product lists. They became landing pages with introductory text, educational content about the coin era, and curated collections.
- Strategic Internal Linking: We built a powerful internal link network, connecting related products (e.g., linking all “Mughal coins” to each other) and pushing “link equity” to important commercial pages.
Pillar 3: Off-Page Authority & Trust Building
To rank in a competitive space, we had to build RN Coins’ reputation across the web.
- Niche-Relevant Link Building: We moved beyond generic links to secure placements on history blogs, collector forums, financial investment sites, and cultural websites. This signaled to Google that RN Coins was an authority in its field.
- Profile Creation & Citations: We ensured consistent NAP (Name, Address, Phone Number) details across key business directories and collector-specific platforms.
- Brand Mention Outreach: We identified unlinked mentions of rare coins and successfully reached out to have them linked to RN Coins’ relevant product pages.
4. The Results: Quantifiable Business Growth
The strategy delivered across the board, impacting every metric from top-of-funnel visibility to bottom-line revenue.
4.1. Traffic & Visibility Metrics
- Organic Traffic: Grew from an insignificant ~90 monthly sessions to over 27,000 sessions per month.
- Keyword Rankings: Exploded from ranking for just 50-60 keywords to over 4,000 keywords, with an average ranking position improving from 60+ to 8.8.
- Google Search Impressions: Increased from 600-800 per day to over 25,000 per day.
- Click-Through Rate (CTR): Improved to a healthy 2%+, indicating that our optimized title tags and meta descriptions were compelling users to click.
4.2. Commercial & Conversion Metrics
- Monthly Organic Revenue: skyrocketed by 4,900%, from approximately ₹5,000 per month to a consistent ₹2.5 Lakh+ per month.
- Customer Base: Expanded from a small group of ~50 customers to a robust database of over 2,500 customers.
- Order Volume: Increased from 8-10 orders per month to 50+ confirmed orders per month through organic search alone.
- Google Shopping Dominance: The most crucial win was securing top 3 rankings for over 900 individual products in the Google Shopping feed, placing RN Coins directly in front of ready-to-buy customers.
5. Client Testimonial
“The growth we have experienced with Web Wallah has been nothing short of phenomenal. In the niche world of numismatics, trust is everything, and Web Wallah helped us build that trust online. They took the time to understand our products and our customers.
Their technical expertise fixed our website’s foundational issues, and their content strategy made our product pages truly stand out. Seeing over 900 of our products now appear at the top of Google Shopping has completely changed our business. The over 2,500 new customers and the 4900% increase in revenue are a direct result of their strategic, data-driven approach. Web Wallah is more than an agency; they are a true growth partner.”
– Rahul Mazumdar, Founder, RN Coins
6. Conclusion & Key Takeaways
The success of RN Coins underscores a critical lesson: even in a highly specialized niche, a scientifically executed SEO strategy can yield extraordinary returns. Our approach worked because it was holistic—we didn’t just focus on keywords; we built a better, faster, and more authoritative website that both users and search engines love.
Key takeaways for other ecommerce businesses:
- Technical SEO is non-negotiable. You cannot outrun a slow, broken website.
- Content is your salesperson. Detailed, unique product descriptions are essential for conversion and ranking.
- Google Shopping is a game-changer. For ecommerce, dominating the shopping feed should be a primary objective.
- Authority must be built. Earning links from relevant, reputable sites is the fastest way to establish trust and climb search rankings.
Ready to Build Your Success Story?
Your website has untapped potential. Whether you’re in a niche market like numismatics or a broader ecommerce space, the principles of technical excellence, deep content, and built authority apply.
Contact Web Wallah today for a free, comprehensive SEO audit. Let’s analyze your website and build a strategy to unlock your growth.
