Case Study: BigCommerce SEO

Platform: BigCommerce
Niche: Outdoors Gear & Equipment
Goals: Increase Organic Search Traffic & Revenue
Strategy: Technical SEO, On-page Optimization, Content Optimization

 

About the Campaign

This client sells outdoors gear & equipment online through a BigCommerce website.  They began as a traditional brick and mortar store with one physical location that expanded into e-commerce a few years ago.  Their website had a good start on reputation and authority, but their site structure for categories, products, and some other technical aspects were hurting their organic traffic results from Google.

*We are keeping the client’s business name confidential since we are reveling some revenue numbers.

The Challenges

The website has tens of thousands of product, category, and informational pages.  With a site this large, we can’t just jump in and start doing work.  It is more important for us to analyze the current state and see if we can find some low-hanging fruit to start a path for strategy.

After a technical audit we found thousands of errors which were holding them back from ranking in Google searches.  Some were easier to fix, but for others we needed a developer involved.  They also had someone inexperienced in e-commerce SEO working on the site previously.  There were classic over optimization and keyword stuffing issues throughout the pages.

We were excited about the project after the audit because we knew some technical cleanup would make a big difference.

Summary Results

After a few months of technical SEO and on-page optimization of this client’s website, we were able to significantly increase revenues.  Each month since beginning the campaign, we have noticed continual growth from organic search traffic.  April 2019 was a record breaking month for the business, hitting over $80,000 in online sales.  May is on pace to break that record.

bigcommerce seo revenue analytics monthly

 

Google organic search rankings significantly increased over the first few months of the campaign.  Both category and product pages have increased in rankings and traffic each month.  Our team has been focused on optimizing one category silo at a time before moving to the next.  Below are the changes in keyword positions on Google searches as we improved the pages.

 

bigcommerce search ranking changes

 

What We Learned

The biggest takeaway for our SEO Digital team was that every website and situation is different, even within the same platforms like BigCommerce.  We uncovered a few big technical issues within the setting of the platform and in the way their developers set up the website.  These issues were having a huge impact on the way Google crawled the website and indexed the pages.

Our team has an audit checklist with over 100 items we review on each technical analysis.   It was this list that helped us uncover the top level issues – and  we actually found a few new ones to add to our list based on this project and the BigCommerce platform.

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