just posted a case of success of one of its eCommerce projects, which has achieved increase your income incredibly in just one year. And yes: only with organic traffic.
The data is there: a year apart, your client, the eCommerce specialized in party items and costumes increased your organic traffic more than 60%. And this has led to an incredible increase in company profits.
Let’s start!
Optimize the online store of a giant in the sector
Don Disguise is still in an implementation phase since it is a very large website and there is still work to be done. Even so, The first phase of implementation has given some more than remarkable results.
Next, we will tell you about the implementations that were carried out so that you better understand the strategy carried out. Attention!
What strategy has been carried out?
From the technical audit From the site we were able to see what state the project was in and what it needed to get a good boost at an organic level. In order not to make this article tedious to read, we are going to detail the most notable optimizations that achieved all this increase in organic visibility.
1) Analyze Top URLs
Since the project had a large number of URLs, it was decided to first analyze the Top URLs of the site, in order to perform all the optimization of these, since writing so many texts is a job that has a very long timing.
With this, the positioning work was focused on these Top URLs of categories and subcategories of the site.
2) Optimization of Titles and descriptions of the site
Based on research developed, an On Page structure was applied not only aimed at positioning the TOP keyword of each landing but also to encourage users to clicked in the result.
The concept of (Click Through Rate) refers to the number of clicks a link receives (in this case SERP results) compared to total impressions. Therefore, through this metric we can know how effective our results are in Google.
Made track CTR that the pages have in the SERPs to be able to assess if the strategy of titles and descriptions was well oriented.giving a good result.
minitip!
You can check the CTR of your project in Google Search Console!
3) Content optimization
The next point in the strategy that has been followed was the global content analysis to see where the project was. To carry out this point, the software of safecont (here you can see a in case you are not familiar with the tool).
The site was crawled with Safecont to detect which landings had a high rate of Thin Content and also of Similarity. This section must be taken into account to avoid having a possible penalty.
But… what do these two terms mean?
- Thin Content: Thin Content, as deduced from its name, is when a landing page with a positioning objective does not contain content that is sufficiently extensive or of sufficient quality to resolve user queries.
- Similarity: The concept of similarity between pages refers to when the structure and content between the URLs of a site is similar. In projects such as eCommerces, it is normal to find high similarity rates, but it is recommended not to exceed 30% similarity between pages to have a project without the risk of penalties.
To solve this problem, it was decided create unique quality content and extensive enough to avoid both Thin Content and Similarity.
4) Optimization of the internal link juice of the top URLs
First of all, it is important to describe what is link juice of a site so that you understand what it is for and why it is so important to have it under control. It will be explained only at the SEO level, which is the subject that we want to tell you about in this article.
At the SEO level, it has the function of transfer authority between the pages of the site by using internal and external linking although in this section we will only talk about the internal one.
With the Link Juice comes another term to take into account to optimize the transfer of authority between URLs this term is the “Page Rank”: Page Rank is a google algorithm used to measure the level of authority and quality of a web page.
Once we have clarified what Link Juice is, we will explain how it has been treated in this particular project:
Link Obfuscation
The first step that has been followed to “cure” the Link Juice of the site, was obfuscate links that required this practice. Wondering what link obfuscation is? Now we explain it to you.
Link obfuscation is a practice that is done to hide links from google eyes. There are several ways to do it, in this case javascript was used in Base 64 since Google does render the JavaScript, but it does not take it into account when transferring the Link Juice to the linked URL.
And how does the user see it?
For the user it is still a link and it maintains its functionality so you will not have problems with it.
Here you have a mini TIP!
E-Commerce links to the user account, to the shopping cart or to the form, are links that make us lose Link Juice, that’s why we obfuscate them.
5) Infinite Scroll App
Another point that is very common in eCommerces and that very few people manage correctly is product galleries.
In the vast majority of E-Commerces, these galleries contain a large number of products and pagination. This drift a lot Link Juice towards URLs that we do not want to focus on at the positioning level and reduces the transfer of force to the Category landings that are the ones that we are interested in positioning.
Should an infinite scroll always be implemented in a project? NO. In this case it made sense because of the casuistry of the project, but each case has to be assessed individually to make this decision.
How is it implemented? of “GoogleBlog” where you can follow their instructions to the letter
6) Optimization of duplicate and triple links in each product
Another optimization that was used was reduce the number of links that was in the products displayed in the galleries of the categories and subcategories to 1.
Here’s another mini tip!
In the vast majority of eCommerces, by default, a duplicity and even a triplicity of outgoing links is generated in the products of the galleries. These links are usually from the image, the product title and the add to cart button. This must be solved in such a way that there is only one outgoing link in each of the products, affecting the user experience as little as possible.
7) “NoFollow” links to external domains
External domains that were linked from internal domain URLs are added the rel=”nofollow” attribute due to the decontextualization of external domains.
8) Optimization of Internal and External Anchors of the Top URLs
The next step was choose the right anchors that pointed to all the Top URLs, both internal and external.
9) Breadcrumbs
Another step to correctly direct the Link Juice of the site was the Breadcrumbs implementation. Thus helping the user experience and on the other hand to enhance some of the chosen keywords:
Another Mini Tip!
In the Breadcrumbs implementation always use as anchor the Top Keyword of each landing, since the implemented Keyword will be the Keyword that will receive the greatest strength from this implementation.
10) External links campaign for Don Disguise
Finally, the external link strategy was managed to continue increasing the Page Rank of all the Top URLs. To do this, link campaigns were carried out based mainly on the following points:
- Generate natural anchoring patterns (Brand and URL).
- Find sites with a related theme.
- Domains with good metrics and traffic.
- Domains without SPAM.
Conclusions
The project is still in an initial phase of optimization, but it seems clear that with a few well-focused changes and without great complexity for the IT team, it is possible to significantly grow a project.
This methodology in medium-sized e-commerce is always the same: identify the key elements of the business and then give the points that we look at as standard in any project.
- Ask the client the profit margin of their products or the average of the category and subcategory and we name them market micro niches
- Detect the opportunities that exist in these market niches based on the competition both in terms of SEO and prices.
- Once it is clear which URL to attack, work can begin and optimize the different URL clusters according to the importance and timeliness of each one of them, designating an order of priority.
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