Summary
Brief summary statement or expression (75 words, including headline): * Our SEO Approach – 5 Steps That Formed a Solid SEO Strategy to Improve ROAS The following action points were successfully implemented by the Infidigit team: Technical Implementations Keyword-gap analysis Topical landing pages were created On-page SEO strategy Inbound link-building was carried out
Challenge
SUPERBALIST recognized the need to increase its presence on SERPs to help increase transactions. Hence, they decided to join hands with Infidigit - an Organic Digital Growth Platform, to improve their visibility via organic channels. Superbalist was interested in a revised online marketing strategy to increase their organic transactions, which could, in turn, help improve the revenue via organic channels. Even though the website is well known, Superbalist wanted to grow at the expected rate and ensure enough user conversions in the form of transactions. The website needed to be more SEO-friendly. The brand was not ranking high for non-brand generic keywords with a high search volume. Also, it was struggling to achieve ranking for highly competitive keywords.
Objective
Since growth in conversion through organic channels was the top priority of the campaign, the following were the objectives of its base strategy: Increase transactions by 80% Increase revenue by 50% Increase ROAS by 60% Rank #1 for 500+ non-brand keywords Make the Mega drop-down menu crawlable Create internal links with relevant anchor texts within the content to improve the visibility of that particular page. Create Topical landing pages to target generic keywords.
Strategy
To address the roadblocks mentioned above, a well-devised strategy was laid out. It consisted of the following actionable: Technical Audit – To begin with, a technical audit was conducted to identify website performance issues. Keyword research – Detailed keyword research was performed to identify the terms customers/users type while searching for the products offered by Superbalist. New page creation – New pages with high search volume keywords—which we were not being targeted earlier even though products under the same categories were present on the website—were created. Created an on-page strategy focusing on the following points: New content plan – Create new pages and refresh the content to optimize the existing pages. Update the meta titles and descriptions Internal linking, via: Content optimization Footer links customization High-quality backlinks - Backlinks were built from high-domain authority sites to gain visibility for various keywords.
Data
Technical Audit A thorough SEO audit was conducted to discover and resolve website performance issues. The following parameters were considered: Page speed Page-level issue Crawlability of the top navigation Canonical recommendations Keyword Research Detailed keyword research was conducted, and the identified keywords were analyzed. We selected the terms potential consumers used while searching for the client's products. As a result, we could get some organic transactions out of it. The selected keywords were mapped to the existing pages and the newly created pages on the website to optimize pages for a specific target keyword, which was essential to the higher ranking of the website for those queries. New page creation New pages were created which were required to meet our audience’s needs. We focused on high search volume keywords that would bring more traffic to the website. More than 500 new landing pages were created. On-page Strategy Content The content strategy was focused on aligning the website with our new target keywords for the new pages. Content refreshment for the content present on pre-existing pages. Meta titles & descriptions To enhance our ranks for competitive keywords, changes were made to page titles and meta descriptions, making them more appealing and relevant. Internal linking Via content: We linked the proper anchors present in the content to pages and blogs to improve the ranking of those keywords. Customization of footer links: We implemented category-wise contextual footer links to improve their ranking. All these on-page implementations helped reduce the bounce rate of the website. High-quality backlinks External links were built via social bookmarking and image submissions. Backlinks were created via Blogger outreach and Q&A sites, like Quora. Keywords that needed a boost in ranking and were trending during the month were targeted.
Solution
Results
After the implementation of the above-mentioned strategy, the following results were observed on the website from the baseline of March 2021: Transactions increased by 103% Revenue increased by 80% ROAS improved by 91% Ranking 1 for 1000+ new keywords Bounce rate reduced by 86%
