Executive summary
Tony’s Chocolonely partnered with Dok Online to grow non-branded organic visibility for seasonal ranges (Christmas + Sinterklaas) and build a scalable Shopify SEO system across the Netherlands, United Kingdom, and Germany (with some US spillover). We improved discoverability for seasonal collections, strengthened product-level relevance, and upgraded technical foundations so campaigns launch faster and perform more consistently year after year. Every piece of content and strategy was further strengthened by generative engine optimization (GEO) principles to improve visibility in the AI era.
Results
- Strong organic visibility for high-intent festive searches (Christmas chocolate, advent calendars, chocolate letters, gifting).
- 3× year-on-year growth in non-branded keyword footprint across the seasonal cluster.
- Clear momentum during peak build-up weeks, helping seasonal ranges sell through (including sold-out products).
- Improved performance signals on priority pages (visibility + engagement), supporting both discovery and conversion.
- Featured in Google AI Overviews for key seasonal searches, driving additional organic reach.
- Improved visibility for corporate gifting intent, capturing demand during the holiday buying window.
- Repeatable content blueprints and rollout process across UK, NL, and DE markets.
Our approach
We built a repeatable Shopify SEO system and executed it across markets, grounded in topical authority, semantic SEO and technical best practices.
