Edya Media https://edyamedia.com Results Focused Digital Marketing Sat, 16 May 2020 21:26:53 +0000 en-US hourly 1 https://edyamedia.com/wp-content/uploads/2018/11/em-180x180.png Edya Media https://edyamedia.com 32 32 SEO Case Study: Local E-Commerce Company https://edyamedia.com/seo-case-study-ecom/ Mon, 11 May 2020 21:39:37 +0000 https://edyamedia.com/?p=1500

The client is a Los Angeles area wholesale supplier & manufacturer in the eye-wear industry.

The Problem

Not ranking on first page for competitive target keywords. The main keywords are responsible for over 90% of sales from organic traffic through Google.

The Goal

Increase keyword rankings in order to increase organic traffic and sales from the website.

The Results

I was able to get them to rank consistently in the top 5 positions for their competitive primary keyword which has about 8,100 searches per month.

main-keyword-1

Several less competitive secondary keywords moved to top positions in the search engine results page.

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By the Numbers

From April 1, 2019 to Feb 29, 2020

Increased e-commerce revenue by 321.97% from $6,643.40 to $28,032.93

e-commerce-1

Increased new users to the site by 166.62% from 7,816 to 20,839 new users.

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The Process

Step 1: Set up tracking

tracking-1

Tracking is one of the most important things you need to have. Otherwise you won't be able to measure your progress.

I started off by making sure Google Analytics was setup properly and added goals to track newsletter signups and customer inquiries for custom products, and for the contact us form.

I also installed Google Tag Manager with custom events such as outbound link tracking and page scroll depth.

Step 2: Research & Analysis

Competitor Research

I looked at competitors to see their:

  • Keyword rankings
  • Content
  • Backlink profile

Keyword Research

I researched potential article topics as well as product based keywords using Ahrefs (a comprehensive SEO tool).

Market Research

I analyzed the sites on page 1 of our targeted keywords. I also reviewed similar sites that sold directly to consumers in order to see their approaches and to get a better overall picture of the eye-wear market.

Review current data

Next, I went through their Google Analytics data to determine the first pages to focus on first.

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I also looked at Google Search Console to see what their top keywords were.

Step 3: Audit & On-page Optimization

I conduced an audit to determine if there were any issues that needed to be fixed.

These are the most important factors for each page:

  • H1 tag
  • Title
  • URL
  • Subheadings
  • Content

I also went through and updated the title and meta descriptions with keywords and using copy-writing techniques in order to increase the click through rate.

Next, I looked for pages with broken links and fixed those.

I also reviewed internal anchor text ratios and adjusted them for targeted pages and keywords.

After these changes are done, I usually circle bank on them to see if they had positive or negative effects.

Step 5: Content

Editorial Calendar

Here is what I did to plan out articles based on my research:

  • Outline and prepare briefs for writers
  • Edit content using best practices
  • Keyword density, synonyms, natural language processing
  • Add images as necessary
  • Add content upgrade to get emails on long form posts

Step 6: Off-site Promotion & Optimization

In order to rank in Google, your site needs links. These days, it's more about quality rather than quantity.

I analyzed keyword anchor texts and compare them to what's ranking on the first page. This is to make sure you don't over-optimize and to see what is working.

Then, I reached out to different sites for guest posts, resource pages, industry directories.

That's it!

Let me know if you have any questions in the comments below.

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