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From Zero Visibility to Category Leader How Brickstreet Dominated Google's Crypto Wallet Search Results

At a Glance:

  • +359% Organic traffic growth in 9 months (April'23- Jan'24)
  • #1 Ranking for "SafePal case" & "Crypto wallet cases"
  • 23 out of 30 tracked keywords ranking on Page 1
  • +45% Organic traffic growth in January 2024 alone

Know the Client and Business

Brickstreet (brickstreet.shop) is an Indian e-commerce retailer specialising in crypto hardware wallets and accessories carrying leading brands including Trezor, Ledger, SafePal, and ELLIPAL. Operating in a narrow, highly technical product category, Brickstreet needed to be found by buyers actively searching for specific wallet models, a segment where generic SEO tactics fall short and precise, product-level optimisation is everything.

The Problem

  • When we began working with Brickstreet in early 2023, the brand had strong products but almost no organic visibility to show for them.
  • Most of their core product keywords including “hardware wallet India,” “ledger hardware wallet,” and “crypto hardware wallet” were either unranked or sitting outside Google’s top 100 results entirely. Organic traffic stood at just 233 visitors per month, leaving the business almost entirely dependent on paid and social channels to drive visits to the store.
  • A well-established competitor, Etherbit, held stronger visibility across several shared high-intent keywords, meaning Brickstreet was losing the most valuable traffic in their category to a direct rival.
  • Underneath all of this sat a layer of technical debt that was actively working against them, duplicate content across product pages, missing metadata, indexing issues, and broken links that prevented Google from properly crawling and ranking the site.
  • The result was a brand with genuine category expertise and quality products that simply could not be found by the buyers who were already looking for exactly what they sold.

The Problem

We ran a structured, multi-phase SEO programme that addressed technical foundations first, then scaled content and authority building. Rushing content onto a technically broken site would have compounded the problem rather than solved it.

Phase 1 — Technical Foundations

Before a single new piece of content was published, we cleared the technical issues holding the site back. This included rebuilding title tags and meta descriptions across all product pages, resolving duplicate content issues, fixing 404 errors with proper 301 redirects, and applying canonical tags across collection pages to consolidate ranking signals. These fixes ensured that everything built on top of them would actually land.

Phase 2 — On-Page & Content Strategy

With the foundations clean, we turned to content. We ran a detailed competitor gap analysis identifying the keywords and content areas where they were winning and Brickstreet was absent. Those gaps became the content roadmap. We published a minimum of four blog posts per quarter targeting product and category keywords, built out FAQ content on top product pages, and established a consistent content syndication workflow with the client’s team to maintain publishing momentum.

Phase 3 — Off-Page Authority Building

Alongside content, we scaled Brickstreet’s off-page authority steadily each month growing social bookmarking submissions from 35 to 62 per month, directory submissions from 28 to 56, and Quora answer activity from 4 to 11 monthly contributions. Authority was built gradually and consistently, not in bursts which is what produced compounding results rather than temporary spikes. The impact showed up first in keyword rankings, then compounded into traffic, visibility, and category leadership over the following months.

The Problem

Keyword Rankings — April 2023 to January 2024:

Keyword

April 2023

 (Position of Keywords)

January 2024

(Position of Keywords)

Hardware Wallet India

41

3

Crypto Hardware Wallet India

33

4

SafePal S1

9

1

SafePal S1 Hardware Wallet

11

3

Crypto Wallet Cases

Not in Top 100

1

Ledger Hardware Wallet

Not in Top 100

4

Traffic & Visibility:

  • Organic traffic grew from 233 to 1,070 monthly visitors, a 359% increase from baseline to January 2024
  • Total site traffic grew from 1,785 to 3,980 monthly visitors over the same period
  • Organic traffic grew 41% quarter-over-quarter in Q4 2023, then a further 45% month-on-month into January 2024 compounding momentum, not a one-off spike
  • SERP clicks improved 64.2% quarter-over-quarter and average click-through rate rose from 1% to 1.6%
  • Product-rich results in search grew from 352 to 680 and product snippet results grew from 323 to 636

 

Google Search Console Performance Comparison

Before SEO (Jul–Sep 2023)

Before SEO (Jul–Sep 2023)

Google Search Console comparison showing significant growth in Product Rich Results after implementing technical SEO, structured data optimization, and product page improvements. Product Result clicks increased from 352 to 680 (+93%), while Product Snippet clicks increased from 323 to 636 (+97%).

 

  • 23 out of 30 tracked keywords ranked on Page 1 of Google by the end of Q4 2023

Category Leadership:

  • Brickstreet secured the #1 position for “SafePal case” and “Crypto wallet cases”
  • The brand held top-3 positions across its entire SafePal product category by January 2024
  • Brickstreet outranked direct competitor Etherbit on shared high-intent keywords including “SafePal Case” and “Hardware Wallet Case” reversing the competitive gap that existed at the start of the engagement

Why It Worked

  • Nine months. One consistent strategy. No shortcuts. The results were not driven by a single tactic or a lucky ranking spike. They came from doing the unglamorous work first fixing what was broken before building what was new, and then executing content and authority building with discipline and consistency month after month.
  • Technical foundations were cleaned before content was scaled. Off-page activity increased gradually rather than in bursts. And every content decision was informed by direct competitor analysis rather than guesswork.
  • That combination technical discipline, content strategy, and sustained authority building working together turned a store with almost no organic visibility into the category leader for its core product line in under a year.|

We performed better than Etherbit for the “SafePal case” keyword

We perform better than Etherbit for the “Hardware Wallet Case” keyword

Our SEO strategy transformed Brickstreet’s organic search presence by improving rankings for high-intent crypto wallet keywords. Through technical SEO, content optimization, internal linking, authority building, and schema implementation, we achieved substantial growth in visibility, organic traffic, and search-driven revenue while strengthening the brand’s authority in the competitive Web3 and crypto market.

With the implementation of SEO strategies-content generation, on-page optimization, quality backlinking, local SEO, and mobile optimization, Shreeji Steel Corporation has established a prominent online presence drawing prospective clients. This case study focuses on sales expansion and creating the necessity of market positioning with the help of SEO strategies in the manufacturing sector.

Case Details
Client Name

Brickstreet

Service Provided

SEO, Technical SEO & Content Marketing

Locations

Global (Primary Markets: USA, Canada & Europe)

Industry

Crypto Hardware Wallets & Web3 E-Commerce

Products

Hardware Wallets, Crypto Wallet Accessories, NFT Devices & Web3 Gaming Products

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