Growth Through SEO

Client:  Online consumer electronics retailer

Challenge:

The client was experiencing a 40% decline in visits and revenue. They had relied on an in-house team for the basics of SEO and decided to bring Lever in for advanced techniques:

  • Search behavior research to influence product and category naming
  • New page template builds to draw in new sources of organic traffic
  • Canonization of mobile and desktop sites
  • Site experience improvements that impact user experience and search rankings

Approach:

The tactics Lever employed fall under a focus on the four main pillars of SEO:

  1. Technical
  2. Content
  3. Experience
  4. Authority

Tactics:

Over the past 1.5 years, Lever has addressed the following optimizations:

TECHNICAL

  • Taking unreadable page elements to a search bot and making them readable, such as on the home page
  • “Joining” desktop and mobile versions of pages in order to improve indexation

CONTENT

  • Re-focus of content optimizations to match searcher behavior (“mini fridge” vs. “mini refrigerator”)
  • Building a new page infrastructure to handle Brand+Category searches (“LG LED TV”)

EXPERIENCE

  • Steady work on reducing home page load time
  • New top level navigation and site taxonomy

AUTHORITY

  • Natural and compliant link acquisition efforts through PR and content development

Results:

  • Traffic continuing steady growth pattern
  • YTD traffic up 41%
  • YTD revenue up 43%
  • The work Lever did in the previous year laid a foundation for the success seen in the current year

Total Visits chart
Revenue chart

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