Ecommerce SEO Case Study - FI

Case Study – Ecommerce SEO

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  • Niche: Fashion - Online Jewelry Store
  • CMS: Shopify
  • Date Started: 22 October 2023
  • Skills Utilized: Tech-SEO, Content Marketing, Web Analytics
  • Website Size: ~5000 pages

About the Business:

This case study focuses on a newly launched online jewelry store that sells necklaces, bracelets, rings, and earrings. While the brand had success generating conversions through paid campaigns on Instagram, their organic search performance was nonexistent. The owner initially reached out for help with Technical SEO but soon recognized the need for a full SEO package to address organic performance.

Challenges:

  • The client wants to rank for “earrings” & “necklace” keywords.
  • Fixing Technical SEO issues: The website had lots of technical problems that hindered search engine visibility.
  • Increase Organic Traffic: The goal was to generate clicks, impressions, traffic from search engines, as the site had no prior organic traffic.

Tools used:

  • Screaming Frog: For identifying basic-level technical & onpage SEO  issues like broken links, duplicate pages, missing meta tags, etc..
  • Sitebulb: To understand deeper structural issues and crawl behavior.
  • Google Search Console (GSC): For crawling, indexing, and CWV data.
  • Google Analytics 4 (GA4): To analyze traffic sources and on-site behavior.
  • GTM: For event tracking

Approach and Execution:

Technical SEO

  • Website Audit - A thorough technical, onpage, & content audit was done. Following issues were found and fixed:
  • URL Structures: Upon reviewing, it was clear that URL structures were not optimized. Product and collection page URLs were poorly formatted, which affected their visibility in search results. I restructured the URLs using targeted keywords to make them more SEO-friendly.
ecommerce seo redirect chains
  • Log File Analysis: After acquiring the log files, I discovered that many important product pages were not being crawled. Roughly 100 template and tag pages were consuming the site's crawl budget without contributing any value. These pages were removed from both the website and the sitemap, ensuring Googlebot focused on valuable pages.
  • Internal Linking Campaign: I implemented heavy internal linking, connecting relevant products, collections, and blog articles to boost the crawlability and rankings of these pages. This helped improve indexing of new products while boosting the visibility of existing ones.
  • Heading Tags Optimization: The collections pages were missing H1 tags and had poorly optimized H2 tags. I optimized these heading structures to better communicate the page hierarchy and content to search engines.
  • Navigation Optimization: The navigation needed to be simplified to improve user experience and ensure proper indexation of deeper pages.
  • Schema Markup: Implemented structured data markup, such as Product and BreadcrumbList schema, to help search engines better understand the site’s content and improve click-through rates in SERPs.
  • Redirect Chains: I resolved multiple redirect chains that were diluting SEO value and slowing page load times.
  • Image Optimization: Compressed and optimized 500+ product images, reducing page load times significantly and improving Core Web Vitals.
ecommerce seo image optimization

Content Marketing

  • Keyword Research: I performed in-depth keyword research for every collection, identifying high-value search terms with significant commercial intent. These keywords were then mapped with the right collection pages.
ecommerce seo keyword research
  • Competitors’ website content: Reviewed the content of top 5 competitors to understand what is working and what’s not. Made a list of the topics and articles that were doing good.
  • Content Briefs: Developed detailed content briefs for blog articles, collection-page content and product descriptions, focusing on long-tail keywords that attract high-conversion traffic.
ecommerce seo content briefs
  • Meta Tag Optimization: Ensured every product and collection page had unique, optimized meta titles and descriptions that aligned with target keywords.
  • Duplicate Content: Resolved issues with duplicate content, especially on product pages, by creating original and SEO-optimized product descriptions.
  • FAQs: Added FAQ sections to key product and collection pages to target user queries and capture featured snippet opportunities.

Analytics and Reporting

  • Tracking Progress: Set up event and goal tracking in GA4 to monitor user behavior and track which channels were driving the most revenue.
  • Used GTM to track custom events such as “subscribe” and “read more”.
  • Hotjar was also used to analyze user interactions through heatmaps and session recordings, providing insights into how visitors navigated the site, identifying friction points, and optimizing user experience.
top keywords ecom seo

Results Achieved:

  • Improvement in clicks: 55%
  • Improvement in impressions: 57%
  • Improvement in number of keywords: 99%
  • SERP Features: 23
  • Number of keywords ranking in top 3: 14
  • Number of keywords ranking between 4-10: 61
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