SEO Specialist & Strategist: E-Commerce SEO

Challenges

• The information architecture of the site wasn’t built thinking of SEO, for this reason, climbing up the ranking resulted more challenging as the client didn’t have the possibility to restructure it.
• The structure of the content wasn’t optimised for conversions and required some work where possible.
• Reporting: the client created and adopted their own way of reporting throughout the years, editing the default channels to include what best suited their needs, often merging sources. We fully adapted our reports to suit the needs of the client and make the data as clear as possible.

The Process

• We proceeded by having a deep chat with the client, understanding their business goals and priorities, the main products and categories.
• We studied what teams were easy to work with within the business and which required more time to approve/work on things to make sure we were proceeding to achieve short-term gains, as well as long-term gains.
• We then proceeded with the onboarding, running an overall SEO audit to better understand the main issues, comprehensive keyword research and competitors analysis.
• Meanwhile, we also built a reporting dashboard to ensure all data was available to be consulted monthly.

The Strategy
The SEO audit uncovered multiple areas of improvement, including on-site content, internal linking, information architecture and technical elements such as image optimisation, speed, URL structure, redirections & canonicals.

• We proceeded to analyse the client categories to optimise the categorisation and their naming while optimising the meta data and H1s in bulk to gain some short-term gains.
• Once this was done, we worked to optimise the content on the pages and internal linking, to boost the categories’ visibility.
• Meanwhile, we’ve been running a tech audit, IA and CRO audits to make sure we could make the website ready for conversions.

The results
Working together for one year, we’ve averaged a monthly 20% traffic and 15% revenue increase, for an overall 50% increase in traffic and 30% increase in revenue YoY, perfectly hitting the forecasted numbers.
We increase the average ranking position from position 30 to position 15, boosting the number of keywords within the top 3 by over 20%.