Background:
An e-commerce platform in the stationary space, faced stiff competition and an evolving market. With over two decades in the industry, the brand recognized the need to innovate its SEO strategy to improve its national presence and dominate in key local markets.
Objectives:
- To enhance national keyword rankings for broad consumer stationary terms.
- To achieve top rankings in four primary local markets that were identified as strategic growth areas.
- To increase visibility and market share in the highly competitive e-commerce landscape.
Strategies
Analysis
Results
Strategies
Local SEO
Developed geo-targeted web content to attract potential customers in the four selected markets. Enhanced local citations to establish a robust local presence.
Competitive Analysis and Keyword Gap Strategy
Analyzed competitors’ keyword strategies to identify low-competition keywords. Created a comprehensive content calendar aimed at ranking for these specific terms.
Content Optimisation
Revitalised existing content to resonate with both search engines and new audience demographics. Implemented continuous on-page optimisation, including strategic backlink acquisition and keyword enhancement.
Analysis
The analytical focus was on a set of KPIs over a 12-month span
Total Clicks
Achieved a significant total of 9,860 clicks, indicative of successful user interaction with search listings.
Total Impressions
The brand garnered 986,000 impressions, reflecting its improved visibility in the SERPs.
Average CTR
Maintained a CTR at an average of 1%, representing a stable engagement level against a backdrop of increased impressions.
Average Position
Attained an average position of 9.5 in search results, suggesting that most of the brand’s listings were visible on the first page of SERPs.
Despite market fluctuations, the data trajectory showed a consistent rise in key metrics, indicating a positive response to the SEO strategies implemented.
Results
- A 326% growth in net organic keyword portfolio, indicating a wider range of keywords bringing in traffic.
- A 164% increase in organic keywords ranking in positions 1-3, showcasing a significant improvement in SERP dominance.
- An over 23% rise in Google Analytics goal completions, reflecting higher user engagement and conversions.
