In this case study, I’ll be sharing how I helped a client in the e-commerce sector regain search visibility and drive meaningful traffic to their website. The client is a well-established retailer specializing in hoverboards, electric scooters, and electric bikes, serving the Irish market since 2016. Initially, their website ranked prominently in search results, but over time, new competitors and a lack of SEO efforts caused a significant drop in traffic and conversion rates.
UNLOCKING OPPORTUNITIES
The absence of SEO maintenance and adaptation to algorithm changes had a noticeable impact on the site’s usability and effectiveness. My SEO audit revealed several critical issues:
- Lack of engaging and unique content
- High levels of duplicate product descriptions
- Absence of targeted industry keywords
- URL structures without product-focused keywords
Additionally, page speed was extremely slow, resulting in a poor user experience. The website’s backlink profile was weak, reducing domain authority, and the client’s Google My Business (GMB) profile was inactive. After assessing these challenges, I created an SEO strategy that fit the client’s budget and started implementing changes to rebuild their online presence.
MY APPROACH
Based on the audit findings, I implemented a comprehensive SEO strategy that included:
- Hosting Upgrade: Migrated the website to an ultra-fast, cloud-based hosting platform.
- Keyword Research: Identified high-value keywords specific to the client’s industry and products.
- Content Optimization: Revised product descriptions with a focus on relevant keywords, eliminating duplicate content.
- Structural Updates: Renamed categories and restructured URLs to include targeted keywords.
- Technical SEO: Addressed on-site technical issues and optimized page titles and meta descriptions.
- Local SEO: Reactivated and optimized the Google My Business profile.
- Enhanced Visibility: Integrated product listings with Google Shopping and social media marketing.
- Schema Markup: Implemented schema markup for improved search result visibility.
- Link-Building: Built a sustainable backlink profile through guest posting and outreach.
RESULTS
This SEO project yielded substantial results, including:
- Keyword Rankings: Over 65 keywords now rank in the top 3 positions and over 85 in the top 10, with continuous growth.
- Traffic and Impressions: Visitor count increased 2.5x, while impressions rose by 7.5x compared to the previous year.
- Performance: The website’s load time improved 36-fold, drastically enhancing user experience.
- Visibility and Conversions: Increased online visibility, boosted transactions, and higher inquiries for repair services.
- Organic Growth: Steady rise in organic traffic and improved search positions for targeted keywords.
FINAL WORDS
This project underscores the importance of a consistent SEO approach. The client’s site had suffered from years of inattention, allowing competitors to overtake its rankings and visibility. Through targeted SEO work, I helped the client regain competitive ground, with continued efforts planned for strengthening product visibility and backlink growth.