TCF first partnered with Particula to launch their revolutionary AI chessboard, GoChess, on Kickstarter — raising $2M+ and turning it into one of the most talked-about tech campaigns of the year. But this isn't a crowdfunding case study. This is what came after.

After the campaign, the Particula team came back — not to launch, but to scale their ecommerce presence. They didn't just want to sell GoChess. They wanted to build a long-term brand around their entire lineup of smart gaming products: GoCube, GoDice, and GoBalance.

The job was to build an SEO strategy that made sure when someone searched for "smart chess board" or "dice games for adults" or "balance board for kids," they'd find Particula — not just big box stores or Amazon listings.

Strong brand, invisible to new customers

Most of the traffic coming to the site was from people who already knew the brand — searching for "GoCube" or "GoChess." But when it came to discovery, when someone searched for "bluetooth dice" or "smart cube," Particula wasn't even in the conversation. There was a huge gap in visibility for high-intent, non-branded keywords, and that meant thousands of potential new customers were being missed every month.

Conversion rates from organic search were also extremely low. The traffic that did arrive wasn't always landing on the right page or seeing content that matched their search intent.

Technically, the site needed work — page structure issues, slow-loading media, missing metadata, no canonical tags, and no schema markup. These were all fixable, but until addressed, they were quietly hurting performance.

Content was another big gap. There was no blog strategy, no long-tail keyword targeting, and no category-level content to capture informational searches. And with a full ecosystem of products across multiple audiences, any solution had to scale — not just fix one product page at a time.

A full SEO system built from the ground up

TCF built a 6-month roadmap focused on three pillars: technical cleanup, keyword and content strategy, and on-page optimization — all running in parallel.

Technical foundation first

The team audited every corner of the site — cleaning up URL structure, implementing canonical tags, adding schema markup, optimizing images, and improving page speed across the board. These were the quiet, foundational changes that set the stage for everything that followed.

Keyword strategy built around intent

Every product was studied: what problems it solves, who buys it, and what language those people use. Seed keywords were expanded into long-tail queries and grouped by intent. Keywords with clear purchase intent — like "smart chess board" — were mapped to product and collection pages. Informational searches — like "best dice games for game night" — were turned into blog content. Competitor research and SERP analysis shaped not just topic selection but how each piece was structured to match what users and search engines were actually looking for.

Quality content over volume

Just 3–4 blog posts were published per month — but each one was deeply researched, carefully outlined, and designed to satisfy the reader. Every article had a clear goal, a strong angle, and real value. The result was a lean content engine that punched well above its weight, with multiple articles grabbing featured snippets and outranking significantly larger competitors.

On-page optimization and continuous monitoring

Key product and collection pages were optimized with targeted keywords, better copy, and improved meta tags. Category pages were restructured to rank for broader, high-volume terms. Throughout the six months, rankings, impressions, CTRs, and conversions were reviewed every two weeks — with titles rewritten when visibility wasn't converting to clicks, and page layouts adjusted when traffic wasn't converting to sales.