Location: New York, United States
Industry: Online Retail
An online personalized gift retailer engaged Stone Temple to help increase organic search traffic and improve revenue for a highly targeted set of its most important product category pages in time for the highly competitive holiday season.
Stone Temple performed extensive keyword and competitive analysis, establishing target keywords and supporting terms. As part of the research and analysis process, Stone Temple reviewed the site’s content pages using our proprietary Semantic Content Optimizer tool. This tool compared the client’s pages with the top 10 Google results for key target search phrases, and using TF-IDF analysis, automatically identified content gaps in the client content.
This content gap analysis was used as a foundational source to develop quality content that was both highly relevant for subject matter and user intent, both of which are critical in Google’s evaluation for page authority.
Stone Temple used this research as the basis for content written by experts and managed by our in-house editorial staff. The published content met several goals, including:
- An enhanced, informative and genuinely helpful user experience
- Targeted, purposeful text that was both keyword specific and semantically relevant to searcher intent
- Improved site architecture and link equity flow
In addition to delivering enhanced content, Stone Temple’s technical SEO consultants made recommendations for title, heading (H1, H2 etc.) and meta description tags. Title and heading tags were optimized with relevant keywords, to improve their relevance to the keyword targeting, and meta descriptions were optimized for improved click through rates.
Stone Temple also recommended eliminating pages that contained repetitive content or that introduced additional steps between initial landing pages and destination product pages. The combination of keyword and competitive research also helped the client develop a more effective presentation of their products to users, emphasizing shopping by occasion – such as anniversary or birthday — for gifts. This helped align the customer journey with the way most consumers actually shop for personalized gifts.
Within two months of the client’s implementation of our enhanced content, traffic from organic search on these crucial product pages increased an average of 106% vs. a 41% increase for a control group of similar pages which were not modified.
In addition to the significant growth in organic search traffic, revenue for these optimized pages increased by 152%.