The Client
An ecommerce client needed to find better visibility among its organic market. While also improving the goal conversions of their products, during an increasingly unproductive year.
The Challenge
- Diagnose what issues are causing the website to not be found as easily for branded and user focused keywords.
- Understand the user intent behind many of the products being sold and how content matched up
- See what competitors were doing product and keyword wise and follow what has been working within guidelines
What Was Done?
- A thorough look into meta robots tags and server access logs to see how searchbots were crawling the site and make a new URL map.
- After mapping out URLs, user profiles were researched and created to assist with keyword research and content adjustments
- With keywords aligned to user intent, content was mapped out and adjusted or created to better relate user intent
- Better CTAs were created to improve user engagement
- Products were organized to relate with the user’s flow of purchase to not over market items when not needed
- A very reduced budget was used to target user engagement to product pages only when user intent was present
- Phone numbers were added to meta descriptions to allow for faster contact for phone ordering or assistance
The Results
- Webpages indexed increased during the URL restructuring
- User engagement improved as a result of more webpages being found and product pages ranking better
- Phonecalls increased by 136% over a 6 month time period.
- Which increased user sessions to parent product pages
- Which increased overall goal completions
