Client Background
Shop of Plum is an e-commerce client in the sustainable/ethical fashion space (sustainable women's knitwear). The engagement ran as a 3-month SEO campaign, delivered via Upwork (June 2025 – May 2026 contract window), with a verified 5.0-star client review from Andrea:
"Pankaj is an excellent SEO partner. Clearly communicates and sets expectations. Would work with him again!"
Starting Point
Based on Google Analytics (GA4) data for the calendar year, the site's traffic and revenue were effectively flat for most of the year — the yearly graph shows little to no revenue from January through September.
What We Did
Over a focused 3-month SEO campaign, the work centered on:
- Keyword targeting — optimizing for the client's core commercial term, "Sustainable Women's Knitwear NYC," which had zero ranking (not appearing in Google results at all) before the campaign
- On-page and technical SEO — the standard audit-and-fix work (technical issues, on-page elements, content structure)
- Link building — this was the specific lever that moved the target keyword from no ranking to page 1 of Google
- Ongoing communication and iteration — reflected in the client's review calling out clear communication and expectation-setting throughout
(Note: outside of the link-building → page-1 jump above, we don't have granular records isolating which of the other tactics drove which specific result — those remain pooled, campaign-level results.)
Results
GA4 data (last calendar year) shows:
| Metric | Value |
|---|---|
| Total users | 5.3K |
| New users | 5.2K |
| Views | 25K |
| Total revenue | $5.8K |
The revenue graph shows a clear inflection: flat through September, then a sharp spike in October (the single highest point on the graph, roughly $2K+ in that period alone), followed by continued — if more moderate — revenue in November and December (fluctuating around $1K), compared to essentially zero for the first three quarters of the year.
Keyword ranking: the target keyword "Sustainable Women's Knitwear NYC" went from not ranking at all to page 1 of Google following the link-building phase — later reaching #1, per the client-facing results summary used in reporting.
Honest Caveats
- We have the yearly GA4 trend, but not an exact isolated "before campaign starts / after campaign ends" cut — the October spike is the clearest visible signal, but broader seasonal e-commerce factors (e.g. holiday shopping) may also have contributed to Nov-Dec revenue.
- Keyword ranking is reported for one primary target term; we don't have a broader keyword-position table (like the MountThis.net Google.com screenshot) for this client.
- As with the other case study, this reflects pooled campaign results, not attribution to any single tactic.
Takeaways
The clearest, most defensible proof point here is the shape of the revenue graph itself — a flat baseline for three quarters, followed by a sharp spike coinciding with the campaign period, is a meaningful before/after signal even without granular tactic-level attribution. Combined with a verified #1 ranking for the client's core commercial keyword and a genuine, checkable client review, this is a small but real result — not a template claim.
Data sources: Google Analytics 4 (client account, last calendar year), Upwork completed job history and client review (verified, publicly visible on freelancer profile).
