DJI

DJI Hasselblad partnered with Eastside to rebuild organic search as a primary revenue channel. Despite category-leading brand recognition, headline commercial terms weren't ranking, blog content was contributing little, and AI-driven discovery was a complete blind spot.

Eastside delivered a full-funnel SEO programme covering technical foundations, launch-aligned content, on-site discovery and emerging AI channels. The work moved DJI Hasselblad to a leading organic position across the category, the SEO strategy delivered a 21% year-on-year increase in revenue - alongside a 66% increase in sessions and a 40% uplift in purchases. The infrastructure is in place to capture demand from both Google and AI-assisted shopping.

The Brand

DJI is the world's leading manufacturer of consumer and professional drones, cameras, and imaging technology. DJI Hasselblad is the official UK retail destination for the full DJI and Hasselblad product range. Operating in a competitive, high-consideration product category, the site targets both enthusiast casual consumers and professional buyers across a wide range of price points and product lines.

The Challenge

• Commercial visibility: Headline product and category terms weren't ranking in positions that captured high-intent traffic at the point of purchase. 
• Underperforming content: The blog and comparison content carried little commercial weight, leaving upper-funnel demand largely unaddressed.
• Technical and structural SEO issues: Schema markup, metadata and collection taxonomy needed work to support crawlability and search appearance. 
• Weak on-site discovery: Internal search lacked synonyms, ranking logic and the navigation needed to make the catalogue findable. 
• No visibility into AI search channels: No framework in place to monitor, attribute, or strategise around traffic from sources like ChatGPT, Google AI Mode and similar platforms.

Future-Proofing 

This was a comprehensive SEO programme that would do more than patch performance gaps. It needed to position DJI Hasselblad to compete in a search environment that was actively changing, where Google's SERPs were shifting, AI assistants were starting to influence consumer decisions, and the rules around discovery were being rewritten in real time.

The technical layer had to clear the path for crawlability and on-page performance, with schema, metadata and taxonomy aligned to how the catalogue actually scales. Content had to be built around real demand, with launch moments treated as commercial events. On-site search needed to support conversion as well as discovery. And AI-assisted shopping had to move from a blind spot to an attributable channel, with the tracking and infrastructure in place to compete in a discovery layer that barely existed a year earlier.

Our Focus

Technical foundations: Delivered schema audits and fixes, metadata improvements across hundreds of product and collection pages, and a restructured taxonomy to better align URL and category architecture with search demand.

Launch-led content at scale: Produced launch-focused content for every major product release in 2025, turning new product moments into organic traffic spikes. The DJI Mini 5 Pro vs Mini 3 Pro comparison article alone generated 1,800+ clicks.

Blog strategy: Restructured the blog with stronger internal linking and clearer topical authority, lifting clicks 270% and impressions 364% year-on-year. Blog-driven revenue grew 1,000%. 

Seasonal SEO: Developed a Black Friday strategy that moved 'dji black friday' from position 33 to 1st, with clicks up 329% and impressions up 153% across Black Friday terms. 

AI search readiness: Set up GA4 tracking and attribution for AI-driven channels including ChatGPT, Google AI Mode and Claude, identifying a rapidly growing revenue stream and building a forward-looking strategy to capitalise on it in 2026.