The client is an importer / online store specialising in the sale of wholesale tools & electronics equipment for tradesman, electrical contractors, hobbyists and the general public.
Whilst the website has been operating for more than 10 years and the business for over 20, no real effort towards online marketing had been made.
With over 25,000 products across 4 online stores, the company was looking to increase their revenue online and increase the visibility of certain products in organic search results.
This case study outlines the requirements of the client and the strategies used to increase visibility and generate a 50% increase in organic traffic over the last 12 months, as well as a 15% increase in revenue.
With the website having recently gone through a redesign to improve the user interface and user experience, the client had suffered huge losses in traffic since launch. The client needed to recover their lost traffic quickly and increase visibility in the search engines and generate more revenue through the online store.
Also having recently secured distribution for a new range of products, the client was hoping to quickly demonstrate their ability to move these products by increasing organic search traffic as well as PPC traffic for this brand.
After performing a full website and analytics audit i’d established that the traffic loss was due to a change in URL structure from the previous
site… The developer had not setup redirects to the new pages causing a huge lift in 404 errors for organic traffic users, we set to work creating a
map of the old URL’s and put redirects in place to point to the new pages.
Due to the age of the business and website it had accumulated a solid amount of authority. The majority of work required would be leveraging
this authority and powering up the websites internal pages with on page optimisation techniques and improved site architecture.
Using the data found in Google’s webmaster tools I was able to find keywords the site was already indexed for. After running the data through a range of SEO tools I was able to isolate which of these had the most potential in terms of search volume, competition and conversion rate and could be considered a quick win to increase traffic with a few tweaks. Most of these keywords were at the product level which generally show a better rate of conversion and will directly help improve revenue over time.
The next step was to perform research on brand related keywords that we could use whilst creating new content for product brand pages on the website. During the first 2 months I had focused on 3-4 brands that had shown excellent conversion rates for organic traffic in Google Analytics with the main focus being the new brand. Once the brand pages were updated with the improved content it was a matter of improving the site architecture and interlinking brand & product pages to help link juice flow down from the homepage to the product level.
Now in our 13th month of the campaign, i’m able to show data for the period of: 30 June 2018 / 1 July 2018
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