Our client, which just celebrated their 60th year in business, offers home improvement products and high-end small appliances. They wanted to build a search-friendly site that would expand their online visibility and generate more customers.
Challenges
Our client had top rankings for their primary keyphrase, but was invisible for other relevant tier-one and tier-two keyphrases. Relatively few of their product pages were indexed, leading to low acquisition of long-tail traffic. Inceptor realized that their information architecture focused their link popularity on low-priority pages and limited their indexing. Furthermore, they lacked strong category pages that were relevant to customer search terms.
Solution
We analyzed the site’s HTML code, use of dynamic navigation, content and metadata, and internal and external linking structure. We designed new category-level pages that increased visibility for tier-one and tier-two keyphrases. We organized the product pages to support the link popularity of these categories and provide logical shopping paths for visitors.
Results
The new information architecture increased the number of indexed pages and created greater visibility for both high-volume, high-competition keyphrases and for the vast numbers of long-tail keyphrases. Once the new site was launched, the client’s organic traffic increased by 60% over the previous year in the first month, and by nearly 200% within six months. The number of sales increased by 79% in the first month, and by 239% in six months.
