The client asked us to help them increase organic traffic and sales. Since the Handmade Ornaments Store sells Christmas decorations, it generates sales only during the pre- and Christmas period. Having this in mind, we developed an SEO strategy to improve the general website performance, and attract searchers during the height of the season.
One of the main reasons for the website’s low rank was the insufficient amount of published content. Simply put, there was not enough text to rewrite in order to optimize the website for the most profitable keywords that would later contribute to visibility boost. Besides, the less content published on the website, the higher the risk of duplication.
To cope with this issue, we prepared suggestions and guidelines for writing blog posts, concerning the main theme of the website, which is Christmas decorations. We also provided the client with general recommendations concerning web content.
With time, the client’s team wrote and published keyword-rich and SEO-friendly content.
Our team was in charge of creating content for homepage and category pages.
First thing we did to unlock the potential of internal linking was rewriting, hence improving, some of the category names and menu links.
We also focused on updating the website footer. Apart from the company’s name, it hadn’t offered any extra information for the visitors.
Our team categorized the links into sections (e.g. Social, Help & Support and Shop) for improved internal linking.
Additionally, since the client was publishing more content on the company’s blog, we could use it to carry on with building the internal linking, and improving the link equity.
Here, we had to create a clear heading structure, as the website didn’t have one. The main issue was that none of the categories or product pages had H2 headings.
This is how the homepage heading structure used to be build:
Homepage heading structure after optimization:
Title tags and meta descriptions for the category and product pages required necessary corrections. They weren’t optimized.
An example of the incorrect, meaning too general, title tags and meta descriptions:
This is how the optimized title tags and meta descriptions looks like:
Product and category names were too general to attract the potential customers. These elements also didn’t contain specific keyword phrases, as a result they seemed to be too vague.
For example, the “ribbons” category – even if optimized correctly – wouldn’t be visible for potential buyers. Such a phrase is simply too general and doesn’t indicate its festive character.
We modified all of the product and category descriptions, saturating them with relevant keywords.
Here is an example of corrected “ribbon” category:
Our audit revealed that the client’s website didn’t have a sitemap. We generated this critical element of on-page SEO and uploaded it to the Google Search Console. In this simple way we notified the crawlers that the client’s website is ready to be indexed and called out every time a searcher types a query concerning Christmas decorations.
When we started working on the client’s website, its backlink profile was far from being described as strong. There were not enough domains that referred to the client’s website, improving the profile. We had to change that, and therefore followed our quality link building strategy.
After doing keyword research, we contacted the client in order to pick the most important keywords for the off-site process together. When the strategy was all set, we manually built referring links that brought the traffic to the homepage and subpages. For this process we used only relevant referring domains with high authority.
Domain parameters before improving the link profile:
Domain parameters after employing out off-site strategy:
Referring domains graph before improving the link profile:
Referring domains graph after employing out off-site strategy:
By adjusting the SEO strategy to the business profile, we succeeded in reaching the goals the client strived for. The results listed below prove that carrying out the continuous search engine optimization process delivers long-term effects. These, in turn, bore fruit during the height of the season. Here is what we achieved:
RESULT 1 Increase in seasonal traffic before and after introducing our SEO strategy: November/December 2020 vs. November/December 2019
RESULT 2 +4700% increase in organic traffic in 6 months
Organic traffic in January-December 2019 vs. January-December 2020
RESULT 3 60% increase in sales
In 2020 organic traffic made up to 60% of the web traffic, and in 60% contributes to the sales
In 2021 our client launched paid search, turning into the second main source of traffic
RESULT 4 Increase in clicks, impressions and average site position
2020-2021
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Here’s when we learn about your current hurdles and business goals. Also, we present you with an initial action plan for your website.
At this stage we run an in-depth analysis of your website. Having all the details, we map out the fastest route to meet your goals that can be achieved through SEO.
You get your fully-customized SEO plan with the pricing options. We go through all the stages together, so that you have the full picture of how the SEO strategy is going to improve your website ranks.
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