Challenges:
Site traffic experienced downward trend since January 2022 , until May (-23.93%), and only 1,210 non-branded clicks were captured in May. In terms of keyword performance, only 2 are ranked at the top 5 positions. The brand also having a strict regulation from the Government such as not allowed to use the keywords like baby, infant, or milk bottle, milk pacifier photos for all the internal and external content in order to support breastfeeding.
Strategy:
I have finalised few generic keywords with higher search volume and relevant to the targeting pages - Home, PDPs and Sample Request Page. Title and meta descriptions of these pages are refreshed with targeting keywords and proper SEO practices. After that, I also strengthened the website internal linking by updating XML sitemap and adding product components to PDPs, articles and content asset pages with higher priority.
At the same time, content pruning task is in progress and constantly delivered certain amount of pruned articles per month. These pruned articles were enhanced with relevant keywords and more comprehensive information that directly answered questions from users. .
Outcome:
Non-branded traffic plotted an upward trend since June and has achieved 1,768 non-branded clicks in October, which equivalent to +99.3% in YoY comparison. At the same time, few articles are ranked as featured snippet- topic such as Milk Pregnant Moms What Drink During Pregnancy & How Long Can Milk Formula Last After It’s Mix.
In terms of keyword ranking performance, the number of top-5-position keywords has increased to 29 in October.