250% increase in visibility & fivefold growth in top positions for Funstuff.se

Funstuff is the store that makes your free time more fun. With a unique selection in shooting sports, action sports, and smart gadgets, they offer products that both surprise and engage. The range attracted many visitors, but the challenge was to gain better visibility and reach the right customers for long-term growth.

When the collaboration with Brath began in October 2019, the goal was clear:

To achieve as strong and stable an organic position for the site as possible.

– Filip Lindholm, Founder & CEO at Funstuff.se

It wasn’t just about being seen more, but about being visible for the right keywords, with the right content, and to the right audiences. This is the story of how Funstuff:

• Established itself in search results for real
• Increased its visibility by 250%
• Quintupled the number of Top 3 positions
• Gained a loyal customer base that spends 58% more than new customers

Focus on structure and a long-term SEO strategy

Like many growing e-retailers, Funstuff needed clarity and focus in its SEO work. The aim was to build a solid foundation that could drive long-term growth and remain strong even as the search landscape changes.

Brath initiated a structured effort to map Funstuff’s most important keywords and technical areas for improvement. The focus was to:

• Optimize and prioritize content that reflects customers’ search behavior
• Strengthen the link profile with relevant links
• Create a robust technical platform

The result was a sustainable, results-oriented SEO strategy that steadily improved both visibility and profitability—and gave Funstuff a stable position that holds up over time.

Results in numbers

Traffic and average order value

SEO isn’t just about increasing traffic—it’s about reaching the right kind of visitors, the ones who actually convert and come back. For Funstuff, it has become clear that traffic quality has improved markedly. Data shows that returning customers from organic traffic today spend 58% more than new customers (average order value).

This shows that Funstuff has not only strengthened its visibility, but also succeeded in building a loyal customer base that returns and accounts for a larger share of sales.

Visibility and ranking improvements

The strategic prioritization of SEO has led to strong improvements in visibility and rankings. Visibility in Sistrix has increased by 250% since Funstuff became a client in October 2019.

The number of Top 3 placements has more than quintupled since the start, from 96 to 523 keywords.

Improvements in key keywords

Sökord som ”Pilbåge”, ”Roliga presenter” och ”Soft air gun” har klättrat till topp 5-placeringar i Googles sökresultat.

Keywords such as “Pilbåge”, “Roliga presenter”, and “Soft air gun” have climbed to Top 5 positions in Google’s search results.

The keyword “Pilbåge” has risen from position 17 to position 4.

The keyword “Roliga presenter” has risen from position 27 to position 3.

The keyword “Soft air gun” has risen from position 5 to position 2.

Stability, authority, and long-term success

Through focused work on the link profile and technical optimization, Funstuff has built authority in its niche. Ahrefs shows an increase in Domain Rating from 30 to 44, a clear sign of successful, long-term SEO work.

This solid foundation has made the site resilient to Google’s updates and helped strengthen positions over time. The collaboration with Brath is characterized by trust, clarity, and concrete actions that create tangible results.

We feel confident in the collaboration and we see clear results from every recommendation.

– Filip Lindholm, Funstuff.se

Since 2019, Funstuff and Brath have built an organic success story together—the result of a serious, long-term, trust-building partnership.