Overview
From May 2023 to April 2024 we executed a comprehensive SEO campaign for a client in the lifestyle industry. The campaign delivered significant improvements in organic search performance, driving notable increases in traffic, visibility and overall search rankings. This case study outlines the diverse on-page, technical and off-page SEO strategies that we used to achieve these results.
Initial Analysis and Strategy Development
The project commenced with a detailed evaluation of the client’s existing online presence to pinpoint areas for improvement and develop a targeted SEO strategy:
- Competitor Analysis. We analyzed top competitors to understand their keyword strategies, backlink sources and content quality. This helped us identify opportunities for differentiation and taking advantage of the gaps in competitor strategies.
- Keyword Research. Our team performed extensive keyword research to discover high-value, relevant keywords that the target audience was using. This included a mix of short-tail and long-tail keywords to cover various aspects of the lifestyle niche.
- Website Audit. We conducted a thorough audit to identify technical issues, content gaps, backlink profiles and user experience bottlenecks.
On-Page SEO Improvements
To improve the website’s relevance and user engagement, several on-page SEO techniques were implemented:
- Content Optimisation. We refined existing content by incorporating target keywords naturally, ensuring the content was informative and engaging. Our team also created new content pieces, including blog posts, how-to guides and lifestyle tips, to cover additional keywords and provide value to the audience.
- Meta Tags and Descriptions. We optimised meta titles and descriptions for all key pages to include primary keywords and compelling calls-to-action, aimed at improving organic click-through rates (CTR).
- Header Tags. Our team utilised H1, H2, and H3 tags appropriately to structure the content, making it more readable and accessible to both users and search engines.
- Internal Linking. We developed a robust internal linking strategy to ensure proper distribution of link equity across the site, helping important pages rank higher.
- User Experience (UX) Improvements. Our experts improved site navigation and mobile responsiveness to improve overall user experience and reduce bounce rates.
- Image Optimisation. We optimised images for better rankings on the Google Image results, ensuring they were high-quality, fast-loading and included relevant alt text for better accessibility and SEO.
Technical SEO Improvements
Our team made sure the website was technically sound and easily crawlable by search engines was crucial:
- XML Sitemap and Robots.txt. We submitted an updated XML sitemap to Google Search Console and configured the robots.txt file to guide search engine crawlers effectively. Our team also fixed issues with canonicals and duplicate content.
- Structured Data Markup. Our experts implemented schema markup for lifestyle articles and product reviews to help search engines understand the content better, improving the chances of rich snippets appearing in search results.
- Fixing Crawl Errors. We addressed all crawl errors identified in Google Search Console, ensuring that search engine bots could access all important pages without issues.
- HTTPS Migration. Our development team ensured the entire site was served over HTTPS to improve security and SEO signals.
Off-Page SEO and Link Building
Building a strong backlink profile was crucial to increasing the website’s authority and trustworthiness:
- Quality Backlink Acquisition: We executed a focused outreach campaign to acquire backlinks from reputable lifestyle blogs, websites and industry publications.
- Local SEO: Our team optimised the client’s presence in local search results by claiming and optimising their Google My Business listing, acquiring local citations and encouraging reviews from satisfied users on various platforms.
Results
The SEO efforts led to significant improvements over a 12-month period:
- The website achieved 663K organic clicks, which was a 107.4% increase Year on Year.
- Organic sales went up by 112.2% Year on Year.
- The organic click-through rate improved from 6.1% to 8.8%, reflecting the effectiveness of meta description improvements.
- The website’s average position in search results improved from 18.7 to 14.5.