This client sells high quality furniture & homeware through their e-commerce website but were struggling to gain any traction in organic search.
Within 6 months of starting the campaign, we increased search traffic by 122.27% which resulted in a 336% increase in transactions worth an extra £165,586.
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The top 20 results in the homeware & furniture market are dominated by huge international brands like Ikea, Tesco & John Lewis which meant our client had no visibility across Google search results.
First we identified major areas of weakness with the sites structure. We also developed a strategy to increase search visibility of longer tail, conversion focused keywords for quick wins while pushing core keywords into the top 3 results.
Our bespoke strategy started to increase traffic and sales within 2 months of deployment, after just 6 months we had managed to achieve-
An increase in organic search traffic by 122.27%
A 336% increase in e-commerce transactions
Which resulted in a 369% / £165,586 increase in revenue
Detailed Case Study - How We Did It
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, if limited, 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, as 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 the key, traffic driving terms they wanted to target, and were struggling to rank even for longer tail keywords.
Therefore our main campaign goals were to:
Push core keywords into index. The brand was not ranking for broad terms which have hundreds of thousands of combined searches each month in the UK.
Rank keywords previously unranked in first 5 pages to page 1. More specific terms with tens of thousands of monthly searches were currently indexed page 5 or deeper.
Increase overall search visibility for longer tail, conversion focused keywords. Long tail terms with thousands of searches a month were hovering around the 3rd page. These represented good “quick win” opportunities.
Ensure correct on-site optimisation. The site had several crucial on-site weaknesses that needed to be resolved if the brand was to grow as the client hoped. Chief amongst them was poor URL structure/content siloing and severely thin content which placed them squarely in “Panda-territory”.
Strategy & Implementation
The central strategy was to:
Consult in the redesign of the website, extensively auditing the test versions of the new site and offering actionable improvements to make the site as optimised as possible.
Build the overall domain authority using a network of high-authority domains as well as targeted outreach to established blogs and sites in the home improvement/interior design niche.
Build the authority of key internal pages through the use of targeted links from an ever growing network of high-authority domains.
On Site Optimisation
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 homepage 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 a network of high-metric domains were behind much of the improvement, we simultaneously ran a more traditional, outreach based link building campaign to help bolster niche relevancy and make 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 December 2015, 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.
Return On Investment
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 2016 saw a 187.4% increase in revenue from organic traffic, generating £210,408 compared to £73,212 in June 2015 - an increase of £137,196.
Between December 2015 and June 2016, the number of keywords ranking in Google.co.uk increased significantly.
Keywords in the top 3 places increased from 47 to 119 - an increase of 153%
Keywords in the top 10 places increased from 247 to 413 - an increase of 67.2%
Keywords in the top 20 places increased from 710 to 1,102 - an increase of 55.2%
Tracked Keyword Improvements
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: