With over 30 years of experience in probiotics, coupled with continual research and new product development, ProVen is one of the world’s most respected producers of probiotics.
The products developed by ProVen Probiotics have been used in research relating to allergies, common illnesses and specific digestive complaints and are designed to be used in pregnancy, through infancy, childhood and into adulthood.
Ecommerce Case Study
- Improve on-page SEO, including technical elements
- Creation of long-form content, including pillar articles
- Extend the link-building and citations program
A Closer Look At The Case Study Site
Period undertaken: May 2019 to Present
This eCommerce website sells a range of health supplements mostly targeting a UK and US based client list.
Apart from selling supplements, they also had a blog targeting additional long-term keywords about women’s and men’s health, but it was rarely updated.
Operating within a YMYL (Your Money or Your Life) niche meant that we had to pay extra attention to:
- Building authority
- Establishing trust
…both for visitors and for Google by providing niche-leading content to accompany the products sold.
Having left their previous SEO agency who over-promised and under-delivered, this client came to Want SEO with the following goals and objectives:
- Establish SEO as an additional traffic source with the goal of higher revenue
- Achieve profitable SEO engagement within 6 months
- Improve content & link quality to establish authority and outrank competitors
Increase in authority score form 10 to 27 with over 200 new pieces of organic content.
The Biggest Challenges We Had to Overcome
It’s safe to say that the client’s website had a number of issues that needed to be fixed in order to get it back on track to saturating the search engine results pages. The client joined Want SEO after quitting another SEO service.
We also knew we were up against reputable websites, so we had to be inventive in our approach to campaign strategy. Competitors such as:
The biggest and most pressing challenges we had to overcome were:
- Optimising the on-page elements (page titles, headings, meta descriptions, image alt texts etc) of core landing pages.
- Fixing keyword cannibalisation between several core landing pages for important commercial and product-focused keywords.
- Creating new long-form pillar content for the client’s blog to increase keyword visibility and establish E-A-T (Expertise-Authority-Trust).
- Create and implement an internal linking strategy throughout the site, using optimized anchor texts and smart, contextual links.
- Building authority by securing backlinks from more relevant domains.
As a result of the above issues, the client’s site was being held back from ranking for many important transactional keywords related to the products they were selling.
The lack of blog content also meant that the site struggled to rank for any new long-tail keywords or build topical authority in Google’s eyes.
In order to be able to compete with those monster sites mentioned above, we needed to create a plan of attack, and that’s exactly what we did
Our Plan of Attack
The site had drawbacks across all three major components of SEO:
- Off-page SEO
Here’s a breakdown of how we overcame the challenges:
Step #1 – On-Page SEO Optimisation
Addressing the on-page SEO issues was crucial to improving its overall performance. Here’s how we tackled this challenge:
Keyword Optimization: First, we revisited the content and identified relevant keywords for each page. We made sure to incorporate these keywords naturally into the content, including in titles, headings, and throughout the text. This helped search engines understand the topic and relevance of the pages.
Meta Tags: We paid special attention to meta tags, including meta titles and descriptions. We ensured they were unique, descriptive, and contained keywords to entice users to click through from search results.
Header Tags: Properly structured content is key, so we reorganized the headings using H1, H2, and H3 tags. This not only improved readability but also signalled the content’s hierarchy to search engines.
Image Optimization: We optimized images by reducing file sizes and adding descriptive alt text. This improved page load times and made the content more accessible.
Internal Linking: To enhance user navigation and SEO, we added relevant internal links between my pages. This helped distribute link equity throughout the site.
URL Structure: We ensured that the URLs were concise, descriptive, and included keywords when applicable. Clean and well-structured URLs make it easier for both users and search engines to understand the content.
Mobile Optimization: With the increasing importance of mobile-friendliness, we made sure the website was responsive and provided a great user experience on all devices.
Addressing these on-page SEO issues, we not only fixed the content issues but also laid a solid foundation for the website to perform better in search engine rankings and provide a better experience for the visitors.
Step #2 – Fixing Keyword Cannibalisation
We resolved keyword cannibalization on the website by conducting a thorough keyword analysis. We identified overlapping keywords on multiple pages and restructured our content to target specific keywords on each page. This helped us clarify the purpose of each page and avoid competition within our own site.
Additionally, we updated the internal linking strategy to ensure that pages with similar content were linked appropriately, guiding search engines and users to the right pages. This approach improved our website’s SEO performance and eliminated keyword cannibalization issues.
Step #3 – Targeting Long Tail Keywords
We enhanced the website’s SEO strategy by focusing on long-tail keywords. We conducted extensive keyword research to identify specific, less competitive phrases relevant to our content. Then, we incorporated these long-tail keywords naturally into the content, including in headings, titles, and throughout the text.
By tailoring the content to address these unique queries, we attracted a more targeted audience and improved our chances of ranking higher in search results. This approach allowed us to capture valuable organic traffic and better meet the needs of our users.
Step #4 – Improving Internal Linking
We improved the website’s internal linking by conducting a thorough audit of our existing content and identifying opportunities to connect related pages.
We strategically placed relevant anchor text within the content to create clear pathways for users and search engines to navigate through the site.
Additionally, we implemented a sitemap and a well-structured navigation menu to enhance user experience. By optimizing the internal linking structure, we not only improved the overall organization of the website but also ensured that valuable link equity was distributed effectively across our pages, enhancing our SEO efforts.
Step #5 – Building Authority With Backlinks
We built authority for the website through a proactive backlink strategy. We contacted industry-related websites and blogs to secure high-quality, relevant backlinks. Additionally, we created valuable and shareable content, earning natural backlinks from authoritative sources.
We consistently monitored and disavowed low-quality or spammy links to maintain a healthy backlink profile. This approach boosted our website’s credibility and improved our search engine rankings, establishing us as a trusted source in our niche.
Analysing the Results
After implementing the strategies above, the results speak for themselves.
- Increased organic traffic from 9k per month to 14.2k
- Increased sales revenue from $17,122 per month to $92,119
188% increase in organic growth from the SEO channel and an increase of engagement of 32% year-on-year.
Increase of 156k new users via organic SEO.
Having implemented the above strategies and overcoming the challenges laid out at the beginning of the case study, the client’s website has seen continued improvement in both organic visibility and revenue.
To recap, in this case study we focused on:
- Optimizing the on page SEO elements of the website
- Fixing keyword cannibalization problems
- Targeting long tail keywords through long form pillar content
- Improving internal linking structure
- Building authority with relevant backlinks