Crisloid Board Games - SEO Case Study
Crisloid Sees 283% Growth in Website Traffic Through SEO
How a targeted SEO strategy helped a premium American game brand grow organic visibility, traffic, and purchase-intent activity.
Crisloid, a premium American game manufacturer specializing in backgammon, mahjong, cribbage, dice, and custom game sets, partnered with Gain SEO Agency to increase organic visibility, improve qualified traffic, and drive more purchase-intent activity through SEO. Since the start of the campaign in January 2024, SEO has become a major growth driver for the website, helping Crisloid expand visibility across high-value product categories including mahjong, backgammon, travel backgammon, custom backgammon, dice, and cribbage.
The Challenge
Crisloid had a strong brand, high-quality products, and a niche audience, but needed stronger organic visibility to reach customers searching for premium game sets online. The opportunity was to grow visibility for competitive product and category keywords, especially around mahjong, backgammon, custom backgammon, travel sets, dice, and cribbage products.
Before the current growth period, organic search was already important, but the site had significant room to expand keyword rankings, improve product/category visibility, and turn that traffic into measurable shopping behavior.
The Approach
Gain SEO Agency focused on a targeted SEO strategy built around product-category growth, keyword research, on-page optimization, content planning, and performance tracking.
- Keyword research and targeting: High-intent game-related searches, including American mahjong sets, backgammon setup questions, travel backgammon, custom backgammon, cribbage questions, and related product terms.
- On-page SEO and page optimization: Important product and category pages were optimized across mahjong, backgammon, dice, and travel backgammon.
- Content strategy: Informational search topics supported product discovery, including how to play mahjong solitaire, how to play backgammon, backgammon board setup, cribbage questions, and American vs. Chinese mahjong.
- GA4 tracking and reporting improvements: Tracking improvements helped better measure traffic, engagement, checkout activity, and Place an Order conversions.
- Ongoing SEO analysis and optimization: SEMrush, GA4, and Google Search Console were used to monitor performance and guide monthly optimization priorities.
The Results:
Increase in overall traffic year over year
Place an order conversion events tracked
Increase in Make an Appointment Clicks from Bing Organic
Keywords ranking in the Top 3
The SEO campaign helped Crisloid significantly increase qualified organic visibility and website engagement.
- By April 2026, overall traffic was up 283% compared with the previous April. Organic search was also identified as a top traffic source, with organic engaged sessions up 282% year over year.
- GA4 reporting from January, 2024 through May, 2026 shows 263.7K active users, up 326.9% versus the previous period, along with 263.1K new users, up 329.9%.
- Organic search became one of the site’s strongest acquisition channels. During the reporting period, google / organic generated 155,410 sessions, making it the largest listed traffic source, ahead of direct and paid search.
- Conversion activity also became measurable. During the GA4 reporting period, the site recorded 5,567 checkout page conversions and 3,304 Place an Order conversions.
- Keyword visibility improved substantially. SEMrush position tracking showed Crisloid reaching 64 Top 3 keywords, 83 Top 10 keywords, and 119 Top 100 keywords, with 103 improved keywords vs. 31 declined keywords.
Performance Snapshot
| Metric | Result | Context |
|---|---|---|
| Overall Traffic | +283% | April 2026 vs. April 2025 |
| Organic Engaged Sessions | +282% | April 2026 vs. April 2025 |
| Active Users | 263.7k | Jan, 2024 - May, 2026 |
| New Users | 263.1k | Jan, 2024 - May, 2026 |
| Google Organic Sessions | 155,410 | Jan, 2024 - May, 2026 |
| Checkout Page Conversions | 5,567 | Jan, 2024 - May, 2026 |
| Place An Order Conversions | 3,304 | Jan, 2024 - May, 2026 |
| Top 3 Keywords | 64 | SEMrush Position Tracking |
| Top 10 Keywords | 83 | SEMrush Position Tracking |
Product Category Growth
Crisloid’s strongest SEO gains were concentrated around important product categories.
- In April 2026, mahjong dominated page performance. The mahjong category page generated 43,277 views and represented 29.16% of total views for the period shown. Other strong pages included the 9 Florence Mahjong product page, Mother Nature Mahjong Set, Heron Mahjong, the shop page, and the backgammon category page.
- In the longer GA4 reporting period, the mahjong category page generated 303,017 views, while the backgammon category page generated 97,563 views.
- SEMrush identified the backgammon category page as the top page by estimated traffic, with 23 ranking keywords, an average position of 6.78, and an estimated traffic gain of +201.79. Other improved pages included the Newport Master Backgammon Table, large leather dice cup, mahjong category, and cribbage
category pages.
Why It Worked
The campaign worked because it connected SEO activity to real product demand.
Instead of focusing only on generic traffic, the strategy targeted searches with clear buying or research intent, such as mahjong sets, travel backgammon, custom backgammon, dice, cribbage, and how-to content related to the games Crisloid sells.
That combination helped Crisloid grow both visibility and shopping behavior: more users discovered the site through organic search, more users reached key product/category pages, and more users triggered checkout and order-related conversion events.
Key takeaway: SEO helped Crisloid expand organic visibility across commercially important game categories while creating measurable growth in qualified traffic and order-intent actions.
Data Sources Used
- GA4 report covering January, 2024 through May, 2026
- SEMrush Position Tracking report
- January 2024 SEO Summary
- April 2026 SEO Summary