SEO, SEM & SMO for Retail
Case Study : Retail Home Improvements Website
Please note : Metrics outlined here represent sensitive, competitive and strategic information. All company names and branding have been omitted from this illustrative data to preserve client confidentiality.
On-Page SEO Tactics
During this 3 month project, BlueCoffee revisited the existing website and made updates to the on-page SEO to improve search engine friendliness. This included the following amends to the site:
- Addition of relevant ALT text to all new images
- Updates to meta data to provide unique page titles, descriptions and keywords for each page
- Redirection of old pages to equivalent new pages
- Creation of search engine friendly page URLs
- Improvements to internal linking
- Creation of custom 404 error page(s)
The knock-on effect of these changes was an improvement in the quality of the site in terms of user friendliness and accessibility.
Off-Page SEO, SEM & SMO Tactics
- BlueCoffee improved the website presence for Google Universal search, adding listings for some key products to Google Base, creating a Google local listing and submitting product images to Flickr
- BlueCoffee created a link building plan, with monthly effort devoted to increasing links to the site from relevant sites
- BlueCoffee implemented advanced web analytics to produce actionable results using goals, with advanced segmentation to determine user engagement
- Submitted articles and product releases Improvements to internal linking
- Created and nurtured a highly targeted pay per click campaign
Online Revenues Up 36.95% in 3 Months
During this 3 month period, our client benefitted from an increase in website generated revenues from £6,461.10 to £8,848.66.
Google Analytics Reports
If you would like to see more in-depth information, please view the Google report for the period:
 |
 |
Google Report : Retail Home Improvements ( L click to view | R click to download ) |
Key Performance Indicators (KPIs)
ORGANIC SEARCH METRICS (3 month period)
Increased Overall Traffic : up from 41,642 to 60,781 |
+ 45.96% |
Increased Organic Traffic : up from 11,977 to 21,075 Key terms targeted based on search volumes, resulting in excellent rankings: |
+ 75.96% |
increase in non paid traffic for the term ‘paint colours’ |
+ 85.97% |
increase in non paid traffic for the term ‘bedroom wallpaper’ |
+ 128.21% |
increase in non paid traffic for the term ‘wallpaper samples’ |
+ 91.58% |
increase in non paid traffic for the term ‘victorian wallpaper’ |
+ 45.45% |
increase in non paid traffic for the term ‘oriental wallpaper’ |
+ 17,100.00% |
increase in non paid traffic for the term ‘paint’ |
+ 46.73% |
increase in non paid traffic for the term ‘wallpaper’ |
+ 625.00% |
increase in non paid traffic for the term ‘interior paint’ |
+ 155.36% |
| Increased Referred Traffic : up from 5,200 to 5,501 | + 5.79% |
Increased Goal Conversions (Paid Traffic) Goal 1: A User Registration (free offer type 1) Goal 2: A Purchase from Online Shop Goal 3: A User Registration (free offer type 2) Goal 4: A User Registration (free offer type 3 activated month 3)
Conversion rates for purchase increased from 5.32% to 6.16% We specifically aimed to increase purchases for this channel to increase the return on investment. |
+ 45.96% |
| Increased Visit Duration : improvements in targeting increased the average visitor time spent on site from 2:51 to 3:03 | + 7.03% |
| Reduced Bounce Rates : number of visitors leaving from homepage without visiting any other pages (inappropriate referrals) down from 32.21% to 29.44% | - 8.60% |
PAID SEARCH METRICS (3 month period)
Increased Paid Traffic : up from 29,050 to 40,574* (*based on £1000/month budget with client initiated 20% increase in expenditure) |
+ 39.67% |
Paid Marketing Increased ROI : up from 193.32% to 226.84% return.* (*figure compares revenue to advertising spend, without factoring in production costs.) |
+ 17.34% |
| Increased Click Through Rate : up from 2.17% to 2.67%. | + 23.30% |
Reduced Cost Per Conversion : |
- 8.34% |
| Increased eCommerce Conversion Rate : visitor to customer conversions up from 0.89% to 1.70% |
+ 90.16% |