Summary
Rising to SERPreme Heights - Metro Shoes Non-Brand Clicks Surge by 676% Infidigit & Metro Shoes embarked on a successful journey within a fiercely competitive niche. Collaboratively, the teams set objectives, tackled challenges, & seized opportunities, implementing a comprehensive SEO strategy to boost the visibility of non-brand keywords. Over a 10-month period, this partnership delivered outstanding results, a 418% increase in Organic Sessions, 186% in Overall Clicks & 676% Growth in Non-Brand Clicks.
Challenge
Metro Shoes faced several critical SEO challenges: - Domain migration from https://www.metroshoes.net/ to https://www.metroshoes.com/, resulting in a significant drop in traffic, clicks, impressions, rankings, authority & links. - Removal of products from brands like Mochi & J. Fontini also contributed to decreased traffic. - Meta tag issues were identified & staging sites ranked higher than the main site, diverting traffic. - Accidental removal of breadcrumbs & H1 tags affected mobile user experiences. - Filter pop-up caused accessibility problems for users & bots. - URL structure changes for the bags category led to traffic declines. - Canonical tags were altered from www to non-www versions, de-indexing many www version pages. Also, permanent redirects were removed from non-www version pages to www version pages. Filters were missing from the sale page. Addressing these challenges was vital to regaining ranking, enhancing the user experience, & staying competitive in e-commerce.
Objective
Infidigit & Metro Shoes collaborated to create a strategic plan aimed at boosting organic traffic following the domain migration from https://www.metroshoes.net/ to https://www.metroshoes.com/. The strategy set forth the following key objectives: - Recover & accelerate organic traffic after the domain migration - Improve the visibility for non-brand queries on the SERP - Improve the non-brand clicks by 500% - Improve the organic sessions by 400% - Enhance crawling & indexing processes - Improve mobile version accessibility for search engine bots - Resolve critical SEO element rendering issues - Ensure the serving of major HTML attributes in accordance with web standards This collaborative effort aimed to optimize Metro Shoes' online presence & drive substantial organic growth in the post-migration phase.
Strategy
The establishment of well-defined objectives paved the way for the development of a comprehensive methodology, which encompassed a range of solutions designed to enhance the overall performance & effectiveness of the website. This methodology was structured & implemented with the following key components: Enhancing User Experience: The primary focus was on improving the user experience of the website. This entailed making the site more user-friendly, intuitive, & engaging. By optimizing navigation, layout, & design, the aim was to create an environment that would captivate & retain visitors. Reducing Bounce Rate: Reducing the bounce rate involved providing relevant & engaging content, ensuring fast page load times, & optimizing the overall user journey to encourage visitors to explore the website further. Enhancing Credibility: To bolster trust & authority, the methodology included strategies to present accurate & reliable information throughout different sections of the website. This helped establish Metro Shoes as a reputable source in its industry. Improving Discoverability: The website needed to be more discoverable, both for search engine bots & users. This involved implementing SEO best practices, such as optimizing meta tags, keywords, & ensuring a logical site structure. By doing so, Metro Shoes aimed to increase its visibility in search engine results & make it easier for users to find relevant content. Addressing Development Issues: The methodology also placed a strong emphasis on rectifying significant development issues that had a detrimental impact on various elements of the website. These issues had not only hampered the site's SEO performance but also contributed to a subpar user experience. Resolving these problems was crucial for the overall success of the website.
Data
From optimizing our website to enhancing user experiences & building a stronger online presence, data served as our guiding light. We did the below implementations on our website - - Added titles to all the images on the website to improve the user experience. - Linked blog subdomain to site-wide footer section to improve the overall internal linking structure of the website. - Included ‘Similar Products' & ‘Popular Searches' section on the PDP (product detail page) to improve the overall internal linking structure, user experience for increasing their time spent on the website, & reduce bounce rates. - Included ‘Collection Page Schema' on PLP (product listing page) to improve the overall rankings. - Optimised Metro Brands' Wikipedia page & gained backlinks from it. This helped to improve brand visibility, referral traffic, knowledge panel, search ranking, & backlinks, in return increasing the site credibility among users. - Created & optimised 200+ new page logics such as color + shoe type, color + shoe type + gender, season/weather + shoe type, color + shoes, color + shoes + gender, etc. This helped improve non-brand keyword rankings & visibility. - Generated do-follow backlinks on Metro Shoes website from all sister domains such as Walkway, Fitflop & Mochi Shoes to improve the backlink profile. This had a positive impact on external links. - Generated do-follow backlinks from pages & the site-wide footer from the parent domain, Metro Brands LTD. This helped to increase brand presence & external links from the parent domain. By harnessing the insights derived from data, we were able to optimize our website, enhance user experiences, & strengthen our online presence. This data-inspired approach not only propelled our marketing strategy but also set us apart in the competitive landscape, ultimately leading to our success.
Solution
For Metro Shoes, we embraced a blend of innovation & creativity to supercharge our SEO strategy: AI-Powered Optimization: We leveraged the power of artificial intelligence, using ChatGPT & BARD to streamline our SEO process. AI helped optimize meta titles, descriptions, & off-page elements efficiently. It also played a crucial role in keyword research & staying updated with industry trends. This integration of AI brought an innovative edge to our SEO strategy. Smart Schemas: Our approach included AI-fueled schema generation, allowing us to enhance the visibility & click-through rates of our content. This innovative use of schemas amplified our content's impact on search engines & users. AI-Driven Keyword Insights: We harnessed AI to gain deep keyword insights, ensuring that our content was not only optimized for search engines but also aligned with the evolving needs of our target audience. Category-Specific Page Creation: To boost Metro Shoes' performance for seasonal categories, we introduced category-specific pages. This creative solution improved the growth trajectory for these vital product categories, enhancing user experience & search engine rankings. Our approach fused the technical prowess of AI with creative thinking. It wasn't just about optimizing for search engines; it was about delivering content that resonated with the hearts & minds of Metro Shoes' audience. This fusion of data-driven insights & innovative content creation formed the core of our strategy, resulting in exceptional outcomes for Metro Shoes.
Results
Between July 2022 & April 2023, following the implementation of our SEO strategy, significant improvements were observed on the website. Organic sessions experienced a remarkable surge, increasing by a substantial 418%, showcasing the effectiveness of our approach in attracting more organic traffic. Moreover, the overall number of clicks on the website saw a notable boost of 186%, indicating increased user engagement & interaction with our content. One of the most striking outcomes was the exceptional growth in non-brand clicks, which skyrocketed by a staggering 676%. This surge in non-brand clicks highlights the success of our efforts to capture the attention of users who were searching for terms beyond our brand name.
