The Client:

• A now leading eCommerce store that sells phone accessories across multiple platforms.

• Lifestyle oriented brand that is heavily influenced by social media.

• Started engagement in March 2018 to help gain visibility in a very competitive niche.

The Strategy:

• Following a technical SEO audit of the client’s Shopify store, we identified the most critical issues that needed to be polished first. Focusing on resolving the shops indexation issues and crawl budget, we optimized their on-page quick-wins such as meta titles and product category urls.

• To understand the competitors and market, first we researched all competitors and their keywords. Next, we identified many long tail keywords that we could target first. We were then able to target all competitive keywords with 20,000-50,000+ monthly searches, leading us to eventually outrank brands like Apple and Amazon.

• With competitors having so many more links and greater visibility, it was essential to increase our clients brand authority by creating “viral” content that could be easily published on other websites.

• The shops category structure was inconsistent and needed to be cleaned up. Once that was done it was time to implement the new breadcrumb structure and optimize the parent category pages to rank for additional head terms.

• Finally, with ongoing technical SEO auditing and on-page work the shop continues to expand its competitive edge.

The Client: 

• A music store selling high end drums, boutique cymbals, and other percussion instruments online and in stores. 

• Approached us in 2018 to help gain visibility in the hope of turning into a market leader for their niche.

• Their website visitors were not converting well due to several technical issues.

The Strategy:

• First, we improved the website architecture to avoid indexation issues, Removal of many low quality pages being indexed due to incorrectly defined canonical tags.

• Keyword Research & Competitor analysis. Identified every direct and indirect competitor and created a matrix of their ranking keywords. Then expanded the keyword research resulting in a comprehensive list of keywords and content opportunities to target.

• Content Marketing - Consistent creation of supporting content related affiliate terms. For example, if one category page was targeting “drums”, then we created a series of review articles that targeted different buyer intent keywords affiliate marketers would target (“best drums in 2020”, “best drums for kids”, etc) and linked back to the products on the clients shop.

• We carried out a large link outreach campaign to increase the site’s domain authority.

• After we found technical errors that were stopping almost a third of customers from checking out successfully, we implemented heatmaps, redesigned the checkout page, and optimized it for conversions. Resulting in visitors now finding their way to the cart and make a purchase successfully.