Technical On Page SEO
Content Optimization
Time Spent With Client
Oct ’16 – Nov ’17 :: 11 months
Industry
Apparel
Goal
To generate more revenue through organic search.
Scope
This project involved building organic rankings on Google and bringing in more qualified users via relevant transactional search queries.
Plan
- Compile extensive keyword research for niche relevant apparel and activities.
- Analyze competitors in the same market space.
- Adjust product page information and layout to improve UX.
- Create blog posts about activities that this apparel would be relevant for with internal linking to product pages.
Oct ’15 -Nov ’16
Users: 125,144
Sessions: 175,367
Pages / Session: 2.2
Session Duration: 1:01
Conversion Rate: 0.24%
Transactions: 415
Revenue: $23,178
Oct ’16 -Nov ’17
Users: 99,813
Sessions: 134,941
Pages / Session: 3.1
Session Duration: 1:46
Conversion Rate: 0.96%
Transactions: 1,291
Revenue: $64,931
Analysis
When I first took on the “Clothing Comrades” as a client, I noticed that a lot of their traffic was low quality and didn’t provide any value. I refined this traffic by optimizing the product pages to bring in more qualified users who actually have intent to purchase.
After I rolled out the product page changes and created blog posts that were relevant, we saw a sharp dip in traffic. The client came to me questioning the changes, but after a couple weeks of, we started seeing the light at the end of the tunnel – the conversion rate started to creep up.