SEO Case Study: How to Boost Traffic for Organic Textile Company Website

Start:

The textile company updated the design of their website – online shop with organic textile products. The main product of the company and a category in the website menu are pillows filled with buckwheat husks, additional categories were mattresses, decorative textiles. They stayed with the same domain, saved all important URLs and SEO optimization, but the positions on google still dropped significantly. It is a common situation that after vital visible changes, search robots need to re-index the information. But after 3 months, the situation did not change, traffic and the number of customers decreased accordingly. We took up the challenge and began to analyze the main pages: home page, category pages, leading products.

Tasks:

• In-Depth SERP and Competitor Analytics.
• Perform re-optimization of the falling pages.
• Make recommendations for further promotion.

Result:

• Good website visibility is not just high-quality SEO optimization, especially for an online store. When visitors come to the site for the first time, they want to get detailed information about the products, see photos, videos, make sure that this is exactly what they need, understand whether it is possible to trust this company, how they can receive the goods, what are the conditions of guarantee, return, etc. That is why we do not limit our analysis only to technical issues, such as meta tags, text quality, and the presence of descriptions for images. We conduct a comprehensive assessment of the client’s site and compare it with competing sites in the search results.
• For a period of time, pillows filled with buckwheat husks were very popular and in demand. Over time, many users purchased such a product and tried it out. Pillows with husk filling are not the easiest product to care for. In order to wash such a pillow, you need to move the husk, dry it in the oven, wash the pillowcase separately, and then place the husk back into the pillow. It takes a while, doesn’t it?
• Our recommendations were: expanding the range of products, adding other types of textile products with more frequent consumer demand.
• Also in-depth analysis of queries showed that the main search phrases decreased in search, users searching for such goods using other words. We proposed to supplement the core of the website and vital pages with new and more relevant key phrases.
• Re-optimization of the falling pages was done and positions are back partially.
• Recommendations for new blog articles and product replenishment was made.
• Often, with daily routine, it isn’t obvious for the company’s management why the number of customers is decreasing. That is the reason why an independent analysis of the site is highly vital. The more detailed information is collected for analysis, the more accurate the data will participate in the conclusion and will become the starting point.