E-commerce SEO Case Study: 15× More Impressions and 3× More Clicks
Overview
Client: Health Supplements E-commerce Website operating in Canada and the US
Industry: Health Supplements & Wellness
Business Overview - An e-commerce website selling health supplements in Canada and the USA, spending $200K per month, but not getting a lot of non-brand organic traffic.
Objective: Considering players like Amazon and Walmart giving the competition, the objective was to make the website rank for non-brand keywords with good volume and transactional intent.
The Challenge
- Make the website rank on non-brand keywords
- Get intent-based traffic
- Increase sales from non-brand keywords
200% increase in the Clicks
Consistent increase in traffic
Website started ranking in top 5 positions
Also, in the AI Overview
15 Times increase in the Impressions
Ranked above Amazon and Walmart too
Our Strategy
- Identify the keywords with good volume
- Filter out transactional vs informational keywords
- Focus on transactional keywords
- Infuse all On-page SEO elements
- Build 300-500 words content for the new collection page
- Build Internal as well as External Links
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In our initial SEO audit, we identified a keyword category with good search volume. Here, the website’s product pages were ranking for the keyword with the maximum search volume.
2 situations or options
- One of the other product pages was ranking for the main keyword. Never on the same page.
- And, the product on that product page got out of stock
We did a simple thing that was missed.
We created a category page for this product and added all products of this category to this page of the website.
We optimised the new category page (built keyword-rich meta tags, heading tags, linked the page from the main menu, created static content on the footer, took internal links, and also acquired a few external links)
The new category page started ranking on the first page of Google in less than 4 weeks, and the impressions grew by more than 15 times, and the clicks increased by almost 3 times.
This SEO win helped us build confidence with the client, and we built several such pages that helped in increasing the traffic by a good 2 times in the span of 5-6 months.
Considering the scale of the website, such an increase in clicks was a huge help in improving the revenue.
Conclusion
Identifying the right keywords, building the right type of page, and optimising has helped the Ecommerce SEO efforts. Our approach to e-commerce SEO has always been to break down keywords, build and optimise pages that provide a clear, keyword-rich theme for Google, and offer a good user experience.
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