eCommerce SEO Case Study: 359% organic traffic increase in 6 months
We were approached in early 2017 by an eCommerce store based in the UK who was having trouble increasing traffic and conversions. Despite running several successful brick-and-mortar businesses, they were finding it tough to make the eCommerce store profitable.
After launching at the end of 2014, they had put a lot of time and money into their products, integrations, and providing excellent customer service, but had taken on the SEO responsibility themselves and struggled to get the site ranking for keywords that their potential customers use.
Project goals:
- Resolve any technical SEO issues
- Identify areas of weakness within content
- Improve key content
- Build high quality backlinks from relevant, authoritative websites
- Increase rankings for UK searches related to their products
- Increase overall organic traffic to the website
Stage
1
Audits
First we performed highly detailed audits of both the technical set-up of the site and the quality and effectiveness of the content.
We identified a number of issues on many of the product pages that would lead to poor rankings for those particular pages, as well as contribute to an overall weaker site, from an SEO perspective.
We had a meeting to address the results of both audits, and discussed the findings of the content audit, and how to improve their existing content to achieve the best results over the coming months.
Deliverables, prioritized and ready for implementation:
- Technical site audit
- Content audit
Stage
2
Content Improvement
The client had already created some guides as supplementary content for their products. Whilst this is, in general, a great way to improve SEO, they had neglected to work enough on developing really high quality content, which resulted in their guides just being more pages on the web - nothing special.
We used the ideas they had already written about to produce industry leading digital assets that complimented their branding. The main things we had in mind when creating this content was the value to people who might become customers, and potential for acquiring backlinks.
Next we worked on improving their homepage by writing 2000 words closely related to their brand, values, products, and target users, along with detailed and unique descriptions for each of their products.
Deliverables:
- 12 high-quality guides, based on their original pieces, but optimised for users and linkbuilding potential
- 2000 words of homepage copy
- Unique descriptions and meta info for over 100 products
Stage
3
Outreach based linkbuilding
We already knew we had high-quality, linkable content for outreach as we'd spent a lot of time researching the industry and making sure our guides were the best.
We used the research from stages one and two to form the basis of an outreach campaign, targeting website owners, bloggers, and influencers, with the aim of acquiring high-quality backlinks.
Manual outreach is slow, laborious, and oftentimes an underappreciated task, but when you start with excellent content, then you do get success.
Outcomes:
- We secured over 50 high quality backlinks
- All links going from real content - no guest posts
- Backlinks all placed by website owners without charge - no paid links
Project outcomes
So what happened?
To put it simply, the store is getting more traffic and making more money.
Organic traffic from Google was up, after six months, by 359.43%
Product pages that were getting fewer than 10 daily visitors are now getting many times that due to increased keyword positions for those pages.
Our guides have helped us build over 50 high-quality backlinks, the value of which cannot be overstated.
Most importantly, the website is selling more products.
We continue to work with the client and hope to enjoy this level of success for many years to come.
Our guides have helped us build over 50 high-quality backlinks, the value of which cannot be overstated.
Most importantly, the website is selling more products.
We continue to work with the client and hope to enjoy this level of success for many years to come.
Want to know how we can improve your website's traffic?
Send us a message and let us know a bit about the challenges you're facing as a website owner, and what you'd like to achieve in the short and long-term.