*Within three months into the test, our client saw a +25% boost in Organic Clicks, and a +17% rise in ranking keywords after implementing our recommendations.
SEO CASE STUDY // +25% in Organic Clicks
Client Background
Market: United States, nationwide
Industry: Big-box retail chain // Housewares, furniture, and specialty items
About: Household name with once over 600 stores nationwide
Jump to: Project Goals | SEO Strategy | Project Results
Retail chain focused on home goods, offering a diverse range of products for bedrooms, bathrooms, and kitchens. Known for its extensive selection, the client provided both in-store and online shopping options for home furnishings and essentials.
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Current SEO state
The client decided to change their website infrastructure and platform, and understood that this migration can harm their search visibility and rankings. There was nobody within the organization who had enough SEO expertise to take-on this project.
Problem & Project Goal
Problem: Poor organic visibility of important landing pages (PLPs), and limited resources available.
Goal: Improve organic visibility of selected landing pages
Strategy
1) Perform an in-depth analysis of the competitive landscape to identify which competitors are dominating the SERPs for targeted keywords.
2) Compare the key SEO elements of the client’s landing pages against those of the top-ranking competitors to uncover areas where elements are either missing or under/over-optimized.
3) Take into account client’s limited resources to make updates.
4) Carefully select the pages suitable for a test.
5) Recommend client a test setup on how to measure the impact of the changes made to optimize the pages.
What we did
We selected a set of pages that had sufficient data to measure the test impact while ensuring they were not critical to the daily performance of the business. We selected the top target keywords for each landing page, and for each page we identified three ecommerce competitors that outranked the client’s pages. We crawled both the client’s and competitors’ and analyzed their key SEO elements.
Our analysis revealed that the main discrepancy between client and competitor’s pages was the lack of textual content on the client’s pages. For each page we provided clear instructions on how to update the page copy. To monitor the impact of the updated copy we created 2 groups of similar pages, and set up a test in Google Looker Studio, to compare the performance of the updated pages against a control group of pages that were not updated.
The results
In the 3 months after the page copy was updated the updated pages showed a +25% improvement in organic clicks from Google. While at the same time the clicks for the pages in the control group declined by 11%.
For the updated pages the number of keywords appearing in search increased by +17% in this 3 months. while it declined by -3% for the control group.
