This case study highlights how i-Run, a leading retailer of running, fitness, trail, and hiking products, strengthened its organic search strategy to drive growth during peak retail periods. With e-commerce at the center of its business for many years, the company relied heavily on organic search as a key source of traffic and revenue. However, as paid channels gained prominence in its marketing mix, the share of organic traffic began to decline. To maintain long-term sustainability and reduce dependence on paid acquisition, i-Run renewed its focus on organic search performance. By leveraging search optimization and improving the visibility of its product and category content, the company enhanced its ability to attract high-intent customers during critical seasonal periods. The strategy h

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