This client sells high-quality furniture and homeware but were struggling to gain any traction in the competitive organic search results.
The brand was well established when it came to us, with a good offline reputation built on the quality of the furniture they designed and sold online.
They had a reasonable link profile mostly from natural blogger reviews and PR coverage.
Their main obstacle to growth was how competitive the SERPs are for their core keywords.
The top 20 places for all but the most niche of long tail keywords were dominated by international home furniture giants such as Ikea as well as huge ecommerce brands such as Tesco, John Lewis, Argos, Debenhams and Marks and Spencers.
As a result of this competition, the brand had very little visibility on the first two pages of Google for key, traffic driving terms and were struggling to rank for longer tail keywords.
Therefore our main campaign goals were to:
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The central strategy was to:
Our top priority during the auditing process was making sure that the site would rank for as many relevant long tail keywords as possible.
While in the long term we were confident that we would rank the site for broad, high volume terms…
The quickest way to rapidly increase organic traffic and the number of sales through organic was to rank the site for more specific terms.
Extrapolated across their product range, these long tail keywords could drastically increase organic traffic.
Therefore, our priority was re-structuring the site so that these long tail keywords had specific category pages targeting them.
Previously the website had a very simple physical silo structure in place with one category page targeting a wide range of different keywords:
Instead, the site now has category and product pages nestled in very targeted content silos, meaning that each related set of related products has a specific SEO landing page targeting keywords relevant to it:
Another major issue holding back the performance of the site was page structure and content.
Title tags across the site were unoptimised, lacking keyword research and often too long/duplicated.
We overhauled not only the title tags, but also used other key HTML elements such as the heading tags to target associated, semantically similar keywords around the main keyword, in order to build each page’s keyword relevancy.
Content, or lack thereof, was a similarly large hindrance to search performance, with category pages containing very little unique paragraph content and product pages containing almost none.
We assisted in populating all of the category and product pages with rich, unique content added in a way that did not detract from the design of the site, or its ability to convert.
Although the site and the brand was well established before we began working together, their link profile was underdeveloped.
As a result of this, we had to be careful with regards to link velocity coming to the site and anchor text distribution.
As a result of this, we began the campaign by building very conservative numbers of links with naked URL, branded and generic anchor text.
Despite these links not being particularly targeted, the resulting improvement of the site’s domain authority resulted in a good deal of keyword and traffic growth.
As a good foundation of links was developed, we began to target the key category pages, using exact match anchor text sparingly yet effectively to rapidly push these pages through the SERPs for a variety of broad and long tail keywords.
While our ecommerce focused link building strategies were behind much of the improvement, we simultaneously ran a more traditional, outreach based link building campaign.
This helped bolster niche relevancy and the link profile as natural looking as possible.
This outreach campaign netted us over 60 links from sites such as:
With the recommendations from the audit actioned in early December and links being pointed at the key internal pages, traffic continuously grew month-on-month.
By June, organic traffic was up 122.27% compared to the previous December, with June receiving 42,635 visits compared to December’s 19,182.
Similarly, the number of new users had increased by over 115%, with 22,545 new visits in June compared to 10,469 in December.
For any ecommerce store, the best measure of successful SEO is traffic that converts.
The brand saw transactions from organic increase by over 336% , with 480 transactions made in June compared to 110 in December.
The new traffic we were bringing to the site was also highly targeted and relevant to the brand, as demonstrated by the 96.3% improvement in conversion rate. In June 1.13% of visitors bought something, compared to just 0.57% in December.
Organic traffic revenue increased 369.43%, generating £210,408 in June compared to £44,822 in December – an increase of £165,586.
Seasonality has an effect on buying habits in this niche, so a year-on-year revenue comparison gives us a more accurate idea of growth.
June saw a 187.4% increase in revenue from organic traffic, generating £210,408 compared to £73,212 in June the previous year – an increase of £137,196.
Between December and June the follow year, the number of keywords ranking in Google.co.uk increased significantly.
Across the 133 core keywords that we track in-house, there was an overall increase of 755 places.
A number of high volume keywords entered the first page, and a number of highly competitive terms entered the index and continue to rapidly ascend the SERPs:
If you want to increase your search traffic, e-commerce sales or recover from a penalty, please get in touch with us now.
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