Customer Growth Case Study
Tog Knives
How TOG Knives created a stronger route to new customers through useful sharpening content
200+
Organic clicks a day by late December
90.1k
Clicks from search in three months
2.55m
Search impressions in three months
8.1
Average position across growing search demand
The Client
TOG Knives makes high-quality kitchen knives for people who care about cooking and want tools that perform properly.
The product was strong and the brand already had a loyal following. But organic traffic had stalled while search demand in the category kept moving. Competitors were becoming easier to find for the questions and problems customers were already searching for.
TOG needed a stronger route into the business for people who had not heard of the brand but were looking for help with their knives.
The Challenge
The task was not simply to publish more content.
TOG needed to find the gaps between what people were searching for and what the website could answer. Then it needed to turn those answers into a useful route towards the brand and its products.
The opportunity sat in sharpening. Customers were asking practical questions around whetstones, honing rods, knife sharpness and when to sharpen a knife. There was clear demand, and relatively weak competition.
The goal was to become more useful to potential customers before they were ready to buy.
What results did we achieve?
Organic clicks increased from around 60 to 75 a day in early October to more than 200 a day by late December.
Across the three-month period, the site generated 90,100 clicks from 2.55 million search impressions. Average position reached 8.1, meaning TOG was increasingly appearing on page one for relevant customer questions.
The growth was steady rather than driven by one lucky spike. Visibility accelerated through late November and into December as more sharpening content began bringing new people into the business.
The sharpening hub did the heavy lifting:
“What is the best way to sharpen a kitchen knife?” increased clicks by 3,517%.
“Best whetstone to buy” increased clicks by 259%.
“How to test how sharp a knife is” increased clicks by 148%.
“What angle should I sharpen my knife at?” increased clicks by 127%.
“How to sharpen a knife with a steel or honing rod” increased clicks by 115%.
The business created a stronger way to reach people who needed help now and may become customers later.
Nothing leaves Market Jar unless it earns its place.
The Mechanism
We picked one clear area of customer demand and did it properly.
Rather than scattering effort across generic blog posts, we built a focused sharpening hub around questions people genuinely ask. Each piece gave practical, useful answers and linked people naturally towards related guides and TOG products.
We also improved important pages across the site, strengthened internal links and made sure search engines could better understand the relationship between the content and the products.
The result was not just more visibility. It was a useful route into the business for people who care about their knives and need a credible source of help.
That is the kind of content that earns attention first, then earns the right to sell.
Results, not promises
We’ve helped clients all over the world to grow their pipeline, and increase their revenue. Here’s what they had to say about working with Market Jar.
