Ecommerce SEO Case Study

A comprehensive technical SEO audit revealed some issues common with e-commerce sites. After analyzing data from Ahrefs and Google search console we decided to prioritize fixing the poor crawl and index management, speed optimization, broken links and improving its overall content strategy.

Broken link issues plague ecommerce sites for a reason, as they clear out pages with discontinued or sold-out products without taking care of the links leading to these pages. We crawled the website to pinpoint and manually remove these links at their source. When possible, we would replace the links leading to broken pages with internal links to relevant, working pages. We also applied some basic directives to stop Google’s crawlers from recognizing URLs that are now useless to users, as well as no index pages that are unworthy of popping up on search results page-resolving the crawl and index management issue. 

Speed optimization was another key element that resulted in increased traffic to the client’s site. We moved the site to Cloudflare’s global content delivery network which allows for a quicker connection time for the end users located further away from the client. We also took advantage of the systems content optimization tools which reduced the load times for the on-page content.

Finally, we completely overhauled the sites content strategy by creating relevant and original linkable assets designed to later funnel users to the client’s product pages. Most e-commerce sites ignore topically relevant content in favor of product specific content. We created shareable, informational content that targeted high-volume relevant keywords, then added internal links to direct users to the client’s money pages.

Additionally we helped the client build more authority and credibility by creating a Google My Business account and driving positive reviews from their customers as well as developing the client’s outreach strategy by getting placements on topically relevant publications.