A Toronto watch dealer, now on page one for the searches that sell.
Johny Watches had the reputation and the Instagram following. Search sent a few hundred visits a month. Organic traffic has more than doubled, and the store now sits in the top five for the Toronto searches that matter: used watches, watch store, luxury watches, watch dealers.
Ahrefs figures are third-party estimates. The same model is applied to every site, so the direction and the relative gap are what matter. Client-side numbers come from Johny Watches' own Google accounts.
Known on Eglinton. Invisible on Google.
Johny Watches is a pre-owned luxury watch dealer at 353 Eglinton Avenue West, buying, selling and trading Rolex, Patek Philippe, Seiko and other references. Word of mouth and Instagram built the business.
Search had plateaued. National chains and grey-market sellers held the Toronto results, the Shopify theme had indexation and speed problems, and there were no pages for the way people actually search: by brand, by neighbourhood and by what they want to do, buy, sell or get a watch serviced.
A non-authorized dealer also has a legal line to walk on every page. Any structure we built had to carry that disclaimer by default, not page by page.
What was in the way
- No brand or city pages, so every search landed on the homepage
- Theme-level indexation and speed issues on Shopify
- A Business Profile that was not being worked
- A non-authorized dealer disclaimer required on every page, with no structure to carry it
What we cleaned up before we built anything.
Luxury buyers do not tolerate a slow store or a vague one. The first pass was speed, indexation and a single page template that carries the legal and trust elements every time.
Indexation and speed
Theme bottlenecks resolved and a mobile-first structure applied across the store.
One template for every SEO page
Disclaimer banner, H1, model tag pills and trust bar above the products. Brand history, buying rationale, sell and trade section, directions and map below.
The disclaimer, handled once
Every SEO page carries the non-authorized dealer notice structurally. Nothing to remember, nothing to miss.
Business Profile rebuilt
Categories, services, photos and a posting cadence the store could sustain.
Pages for every brand, neighbourhood and intent.
Brand and city collection pages
Rolex for Markham, Newmarket and Bradford. Seiko for Toronto and Canada-wide. Each with directions to the surrounding neighbourhoods and an embedded map.
Sell-your-watch and watch-repairs pages that rank on their own
Watch repair Toronto now sits at #5, sell watches Toronto at #4. Two intents, two pages, no cannibalization.
Listing content for the pre-owned inventory
Reference-accurate specification tables and descriptions, so product pages earn the long-tail searches collectors run.
Google Business Profile as a channel
Posts on a schedule, the profile kept complete, and the storefront showing up in Maps for watch store Toronto.
Profile updates weekly. Page work monthly.
Business Profile updates run on a fixed weekly rotation. Listing and collection work is batched each month, produced ahead and published on schedule.
Scheduled is not delivered. Every page is submitted to Google the day it goes live and checked at its public URL the day after.
Organic traffic, more than doubled.
Ahrefs estimates monthly organic visits from the keywords a site ranks for. Johny Watches went from about 744 a month in mid 2024 to 1,604 in September 2026, with the top-three keyword count rising from 27 to 69 over the same period.
| Position | Search | Searches / mo |
|---|---|---|
| #2 | used watches toronto | 250 |
| #3 | watch store toronto | 150 |
| #3 | toronto watches | 90 |
| #4 | watch stores toronto | 150 |
| #4 | luxury watches toronto | 100 |
| #4 | watch dealers toronto | 100 |
| #4 | pre owned watches toronto | 70 |
| #4 | sell watches toronto | 70 |
| #5 | vintage watches toronto | 250 |
| #5 | watch repair toronto | 350 |
Ahrefs organic keywords, Canada, September 10, 2026. Positions are Ahrefs' last check, not a live result, and shift daily.
Before and after, from Johny Watches' own accounts.
Snapshots taken from Search Console and Shopify during the engagement, as published on the original case study in 2025.
51.1K clicks and 1.3M impressions in Google Search over six months, with clicks trending up across the period.
Shopify sessions, 2023 against 2024. The store went from roughly 20,000 sessions to roughly 100,000 in the year the SEO structure went live.
More brands, more neighbourhoods, more references.
Brand and city collections expand as inventory allows, and the listing work continues so every reference in the case earns its own search. The Business Profile keeps posting, and the Maps presence for watch store Toronto is the next number to move.
If the ambition is serious, let's talk.
We review every inquiry personally and take on a handful of new engagements a year, for established businesses that are ready to invest in growth.
From $2,500/month · Established businesses · Month to month