Note: Due to our contracts, the client in this case study must be anonymous.
The Challenge
A Philadelphia-based athletic cover manufacturer and retailer partnered with Greenlane Search Marketing to assess its website after a recent re-platform and redesign. Since making site changes, the company experienced low, inconsistent online traffic on its revenue-driving product category and product pages.
Upon investigation, our team discovered duplicative content, which caused internal traffic competition and compromised our client’s SEO. Additionally, we uncovered many pages with little information or competitive keyword strategy, explaining the company’s lack of organic web traffic. It was clear this Philly manufacturer’s website needed a serious content overhaul.
The Goal
Our shared goal was to increase website traffic and engagement rates on the company’s most important e-commerce pages. These buy-ready pages lacked robust content and SEO tactics to help users and search engines improve the shopping experience.
We also wanted to enhance the website’s overall buyer’s journey since many supportive resources were difficult to find within its current on-site navigation for those still doing research prior to purchasing. This was a missed opportunity to educate shoppers on its products’ many benefits and show search engines like Google that it offers robust content for added authority.
The Strategy
We began with a Content Audit to evaluate the athletic cover manufacturer’s site categories, products, guides, and resources. We found that most product category pages had little or no content and needed to be improved. There were also issues with the canonicalization of these pages and duplicative query pages, causing the organic value to be split.
To fix these issues, our team categorized whether all pages should be maintained, optimized, or consolidated/redirected. We organized related content and outlined interlinking opportunities in the optimization and consolidation plan. Additionally, we relied on keyword research and competitive SERP analysis to offer a strategic SEO edge.
With the client’s approval of the plan, we began optimizing the product category pages in March 2023, and all recommendations were implemented by mid-May.
The Results
Our marketing agency’s strategic advisement and execution paid off, helping the client reach impressive results.
Not only did the athletic cover manufacturer see a 155% engagement rate increase in a year (from a 34.6% organic engagement rate in February 2023 to an 88.3% organic engagement rate in February 2024), but product pages alone saw a 40% lift in sessions, 44.7% lift in new users, and 125% lift in views.
Ultimately, our content and SEO optimization changes to the client’s product pages were the keys to unlocking improved site metrics.
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