If you’re interested in how a family business operates a webshop through organic channels, read our case study.
Many webshop owners believe that they need to push every channel to make sales work. We present a case where only the organic channel is reinforced, bringing in successful results.
If you’re interested in how a family business operates a webshop through organic channels, read our case study.
At the end of 2021, we started collaborating with Sualati, a family-owned company with whom we have been working on a monthly basis ever since. They have been successfully operating in the market for decades. They had previous experience with the results and benefits of organic SEO, establishing trust in digital marketing. This is where our story begins.
1.Background:
We took over the SEO optimization of an existing webshop with a domain that had been active for several years. It had decent visibility on Google but wasn’t on the first page. The daily organic traffic ranged between 1200-1500, along with Google Ads support. Essentially, Sualati had a professional sales team, a good webshop, an established domain, and we were the marketing team.
2.Starting Point:
Daily traffic level: 1200-1500 visitors. Sualati sells tools for construction, including both hobbyist and professional equipment. Initially, their visitors mainly purchased hobbyist products, which had lower profit margins. Therefore, we needed to change the composition of their visitors to those who buy professional equipment, and also increase the daily traffic. Only the organic channel was considered.
Let’s see how we did it.
3. Challenges:
This larger webshop has over 30,000 products, and their availability varies based on stock and sourcing. Products that couldn’t be sourced were removed from the website. From an SEO perspective, this is not ideal because the product that gets indexed by Google might not be available, resulting in poor performance and lack of profitability. The majority of visitors primarily purchased hobbyist tools. Why is that? How do we change the composition of visitors without negatively impacting the website? Fluctuations in traffic were expected during this process. These were the challenges that required careful consideration since the success of the business depends on maintaining website performance. Let’s see how we tackled them.
4. Solutions:
Given the large number of products and their fluctuating availability, we selected categories to focus on for SEO optimization. However, there were still many categories to choose from. Which ones should we prioritize? Here, we solved two problems simultaneously by selecting categories that included professional equipment and had poor Google rankings. The plan was clear: bring the professional equipment categories to the first page. We analyzed the website using tools such as Semrush, Ahrefs, and Screaming Frog to identify and address on-site issues over the course of several months. It’s important to note that SEO is a slow and time-consuming process. With numerous existing websites and increasing complexity in the Google algorithms, timely responses are crucial. We started building a backlink network, focusing on professional equipment and acquiring links from websites that write content related to this topic.
After one year, the selected categories reached the top positions on Google.
This led to a change in the audience composition and transformed the company’s revenue stream, which now heavily relies on sales of professional tools. The daily traffic has also increased and currently fluctuates between 2000-2200.
Should SEO efforts continue even when the website is already ranking first?
We will showcase our next steps in a future case study. Follow us on social media and our website to stay updated.
5. Key takeaways:
Is it possible to operate solely on organic results? Yes, but it requires a year’s worth of SEO work, patience, and trust!
6. Achieved Results:
Daily Traffic: 2200-2500
Over 10 keywords ranking first on Google.
Thank you for taking the time to explore our case study!
We hope this real-life example of our work with sualati.rs has provided valuable insights into the effectiveness of our marketing strategies and the positive impact they can have on businesses. If you have any further questions or would like to discuss how we can help your own marketing efforts, please don’t hesitate to reach out to us. We look forward to the opportunity to assist you in achieving remarkable results.
Source: Google.rs
Source: Google.rs
Source: Google.rs
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