Case Studies
Golf eCommerce Case Study
Summary
Website Background: UK-based golf equipment eCommerce store.
Main Objective: increase sales by improving brand specific product pages ranking in Google's search engine results. Adapt to new online shopping habits during Covid and appear more visible & buyer friendly than the competition
Results: Increased monthly revenue from £37,451 to £109,377 (£127,266 at peak during the COVID-19 pandemic.
The Case Study
The Objective: Increase sales by improving brand specific product pages ranking in Google's search engine results. Adapt to new online shopping habits during Covid and appear more visible & buyer friendly than the competition
The Website: UK-based golf equipment eCommerce store looking to challenge the big brands in the market.
The Challenge
- Huge competition! We had to figure out how to compete against household names.
- Poor link quality both internal and external.
- Lots of missed keyword opportunities mixed with poor on page optimisation.
- Problems with missing and duplicate content.
The Strategy
Backlink Review
A natural link profile usually has a healthy mix of exact match, partial match, branded and generic anchor text. However, our client had a cluttered backlink profile with many domains that were not only irrelevant but very low in their quality. To combat this problem, incremental updates to the disavow files were made monthly on all variations of the client's domain in Google Search Console. This helped us to exclude the toxic links Google associated with the client.
Internal Linking
Internal linking is a powerful way to direct both users and Google to your most important landing pages. In most cases, our client was linking to category, subcategory and product pages with generic and extremely safe anchor text like "see more", "view now" and "click here". Internal links help provide Google with contextual information about how your web pages relate to each other. Therefore, wherever possible, we recommended using keyword rich anchor texts that their category, subcategory and product pages were targeting.
Optimizing Category Pages
Competing category pages were outranking our client at will. This was due to the fact that the competition included complementary excerpts of text on their category pages to supplement the products listed on the page. The client's site contained content that was overly optimised for the keywords they were targeting. Our strategy therefore was to add content to the pages that were lacking in text whilst replacing the text on pages that were keyword stuffed. Doing this helped provide context to the user in terms of what or how to buy as well as help Google to establish topical relevance for the client.
The Results
Increased daily search traffic from 940 to 2,684. Increased monthly transactions from 394 to 1,028. Increased monthly revenue from £37,451 to £109,377 (£127,266 at peak).
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