Project · Industrial lighting, e-commerce (UK)
A Shopify lighting catalogue in a category people shop by picture
Industville sells industrial and vintage-style lighting in the UK, on Shopify. It is a category where the buyer is shopping visually and by room rather than by product name, which makes the gap between how a catalogue is structured and how people actually search unusually wide. I worked on it as a client at Propeller.
Where it stands now
| Semrush, 15 September 2026 | Value |
|---|---|
| Semrush Rank | 17,940 |
| Ranking keywords | 6,404 |
| Keywords in positions 1–3 | 640 |
| Estimated organic visits a month | 31,293 |
| Keywords that trigger an AI Overview | 918 |
UK database, pulled 15 September 2026. Six hundred and forty terms in the top three is a strong position for a catalogue this size. It describes the domain today, after the engagement, and is context rather than a result.
SEMrush, Google Search Console, SearchMetrics, GA4, Screaming Frog, Ahrefs.
Shopify catalogue not ranking for how people actually shop?
Collection structure is usually the culprit, not the product pages. Send me the domain and I will show you the gap.
Typical reply time: within one working day