Situation
The client’s e-retail website was experiencing a significant drop in organic search traffic despite having a robust product offering and a visually appealing website.
Task
The goal was to identify and rectify issues affecting the website’s SEO performance, particularly improving organic search visibility and traffic. The first step was conducting a comprehensive SEO audit to assess the technical and content-related issues affecting the client’s website performance. The key issues identified from the audit were in the following areas:
- Site Speed
- Mobile Responsiveness
- Schema Markup
- Internal Linking
- Backlinking
- Thin Content
Action
To achieve the goals, we implemented a multi-step strategy, here’s a detailed breakdown of the actions taken:
Improving Site Speed
We compressed images using lossless techniques to retain quality while reducing file size. Implemented lazy loading for images to ensure they only load when needed. Additionally, we minified CSS, HTML, and JavaScript files to reduce the overall page size and server load. Browser caching was enabled to improve loading times for repeat visitors.
Fixing Mobile Responsiveness Issues
By refining the CSS, we ensured that the website’s design adapted seamlessly to various screen sizes. The navigation menus were simplified to enhance the user experience on mobile devices. We also tested the mobile version of the site across multiple devices to ensure it functioned smoothly.
Implementing Schema Markup
We implemented structured data (schema markup) for key product categories. This allowed the site to display additional information, such as product availability, price, and customer ratings, directly in search results, enhancing click-through rates (CTR) and visibility.
Robust Internal Linking
We implemented a more robust internal linking strategy to connect category pages, blog content, and product pages. This helped boost the authority of individual pages and improved site navigation for users.
Creating a Content Marketing Strategy
We initiated a content marketing strategy by launching a blog that provided valuable insights related to the client’s product offerings. This content was designed to target long-tail keywords and answer common customer queries, driving more organic traffic to the site.
Develop a Backlink-building Strategy
We developed a backlink-building strategy by reaching out to relevant industry websites, product review sites, and influencers to generate backlinks through guest posts, reviews, and partnerships. We also disavowed any low-quality or spammy links that were identified during the audit.
Fixing Thin Content Issues
We restructured the content strategy by adding informative, keyword-rich descriptions to the category pages. This included writing unique product descriptions and adding relevant keywords without keyword stuffing. We conducted keyword research to identify high-value search terms related to the client’s products and incorporated them naturally into the content.
Results
+40%
Within three months of implementing the SEO recommendations, organic search traffic increased by 40%. The website’s ranking for targeted keywords improved significantly, with several key category pages moving onto the first page of search engine results.
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