About the client
The client is an eCommerce company that sells bathroom fittings such as faucets. Customers buy online, often after comparing several brands, so being found in search matters a great deal.
The challenge
The main problem was brand visibility. The website was not optimised for search, so shoppers looking for bathroom fittings could not easily find it. Technical problems on the site and thin product pages made this worse.
What we did
Our SEO team built an eCommerce SEO strategy in three parts.
Fix the technical issues. We resolved the technical problems that were holding the website back in search.
Improve product content. Product pages were rewritten so that each one gave search engines, and shoppers, clearer and more useful information.
Educate shoppers. We published blog articles that helped people choose fittings to suit their home style. These articles brought in shoppers earlier in their decision and linked them through to products. Guest posting added further reach.
We agreed the goals with the client at the start: organic traffic growth, better rankings for target keywords, engagement on blog and product pages, and conversion rates such as purchases and sign-ups. Reporting tracked organic traffic against the previous year and the previous month, average time on content, bounce rate, keyword rankings and conversion rate.
Results
Over the 12 months from October 2021 to October 2022:
- organic traffic grew 313% year on year;
- 122% more keywords ranked in the Google top 10.
Results in context
| Metric | Result | Period |
|---|---|---|
| Organic traffic | +313% year on year | October 2021 to October 2022 |
| Keywords ranking in the Google top 10 | +122% | October 2021 to October 2022 |
Organic traffic is compared with the previous year. The keyword figure is the increase in the number of keywords ranking in the Google top 10, so it measures how many more search terms put the store on the first page.
For an online store, that matters because shoppers often compare several brands before buying and rarely look beyond the first page of results. Visibility on the terms they search is the first step towards a sale. The reporting also tracked time on content, bounce rate and conversion rate, but the source gives results for traffic and keywords only.
The source gives percentages only, not absolute traffic or keyword counts.
Key takeaways
- eCommerce SEO starts with the technical basics, then product pages, then content that helps people decide.
- Buying guides reach shoppers before they have chosen a brand.
- Agree what you will measure at the start, so organic growth can be tied to business goals.
Let’s Talk
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