Case Studies
Premium Chocolate E-Commerce Case Study
Summary
Website Background: eCommerce site selling premium chocolate in the United States and across the world.
Main Objective: to increase conversions and improve traffic by revamping the client's link building strategy and carrying out a detailed SEO audit.
Results: Organic traffic during the client's seasonal peaks (Christmas and Valentine's Day) increased by 50.47% in sessions compared to the previous year, resulting in an additional 72.31% increase in revenue.
The Case Study
The Objective: The campaign's goal was to increase conversions and improve traffic by revamping the client's link building strategy and carrying out a detailed SEO audit.
The Website: This e-commerce site sells high-end chocolate products in the USA and around the world.
The Challenge
- Crawl and Index Management
- An abundance of 404 Pages and Broken Links
- Speed Optimisation and Lack of a Content Strategy
The Strategy
Performing A Technical SEO Audit
An SEO audit of the client's website highlighted multiple issues that are typical of e-commerce sites. After analysing data from Google Search Console and Ahrefs, we fixed the site's poor crawl and index management, broken links, optimized the website for speed, and improved the client's content strategy.
Broken Internal Links
E-commerce sites often struggle with broken links, as they clear out pages with sold-out or discontinued products without taking care of the links leading to these pages. We crawled the client's website in search of the broken links and manually removed them. Wherever possible, we resorted to replacing the links leading to broken pages with new ones that linked to relevant, working pages. We applied simple directives to prevent Google's crawlers from recognising URLs of no use to the users, as well as non-indexed pages that we deemed unworthy of popping up on the search results page, thus resolving the crawl and index management issues.
Improving Page Speed
To improve the site speed,, we moved the site to Cloudfare's content distribution network, which allowed for quicker connection time for users located further away from the client. We also took advantage of its optimisation tools which reduced the loading times for on-site content.
Revamped Content Strategy
We revamped the client's content strategy by creating original content that could be later used to funnel users to the product pages. Many e-commerce sites ignore topical relevance in favor of creating product-specific content. We created more shareable, informational content that targeted high-volume keywords relevant to the client's niche, and added internal links to the money-making pages within those on-site content pieces.
Establish E-A-T (Expertise, Authority, and Trust)
We helped the client build authority by creating a Google My Business account, sourcing positive reviews from their customers, as well as expanding the client's outreach efforts to include high-ranking, topically adjacent blogs, improving upon the existing link building strategy.
The Results
After implementing the changes described above, organic traffic during the client's seasonal peaks (Christmas and Valentine's Day) increased by 50.47% in sessions compared to the previous year, resulting in an additional 72.31% increase in revenue.
Aside from the seasonal peaks, overall transactions on the client's website increased by 93.20%, and their revenue has increased by 39.45%.
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