17% Increase in Organic Revenue for a Large Industrial Ecommerce Client
Case Study
Overview
A large e-commerce client in the industrial space came to work with me early last year.
They had never spent any time into SEO, so their website was a complete mess when it came to SEO.
Mostly with technical SEO.
They knew they needed to focus on SEO, but they just didn’t know where to start.
This was more of a technical-focused strategy that allowed them to increase product sales from their category/product pages.
17%
Increase in Organic Revenue
17,000
In Additional Traffic
5,000+
Page 1 Rankings
The Problem
Most of their product and category pages were ranking, but their entire technical SEO profile was horribly messed up:
- 1,000s of misplaced canonical tags
- 100,000+ non-indexed pages
- Heavy JavaScript leading to poor rendering
- Pages missing product info and images
It was truly one of the most messed up sites I’ve ever worked on.
Not even just technical SEO, but their entire schema profile was broken.
None of their product schema was validated, so they were missing out entirely on Google Merchant Center.
So fixing this was pretty easy, and why we were able to see some nice wins just from technical SEO.
The Solution
The solution was an easy one.
We just had to fix the majority of the technical issues on the site starting with their messed up canonical strategy.
We had to make sure canonical tags were all set in the right place and separate product pages weren’t being canonicalized.
After months of fixing their technical SEO issues, we were able to move on to their product and category pages.
Their product information was getting pulled directly from their supplier, so it wasn’t unique content at all.
So, we had to do a full overhaul of each page.
This meant:
- Adding product information
- Product specifications
- Product FAQs
- Images of the product
- Internal links to related products
We also worked towards getting their product schema validated so they could be accepted into merchant center.
The Result
After all this was said and done, the client:
- Added an additional 17,000 users in monthly traffic
- Increased organic revenue by 17% YoY
- Had 1,000s of category/product keywords ranking on the first page
This didn’t even involve new content, either.
For the most part, this was just fixing technical SEO and updating product/category pages.
The client’s main revenue driver is coming from organic. It’s almost double what it is from the second highest channel (which is email).
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