Overview
Even after 2 years of launching their site, a skincare brand could not get sales. They took SEO services from a digital service-providing agency a year ago, but it just wasted their time and money.
Most SEO service providers fail to deliver what they promise because they have limited resources, a lack of understanding of evolving Shopify SEO, and an inability to adapt to the client’s store requirements.
However, when an experts-led team implements optimization techniques, organic traffic arrival, sales, and revenue improvement are the major benefits a store can experience quickly. So, the key to an ecommerce store’s success depends entirely on the mastery and proficiency of the SEO team you will hire for your store.
Without further delay, let’s share with you how our journey as a Shopify SEO agency in a saturated market for skincare products went and the excellent methods that helped us drive tangible results!
Challenges We Encountered
A Shopify retailer can take sponsored ad services to capture the immediate attention of their target audience, but that is a temporary solution. Even, statistics say 70% to 80% of internet users ignore paid ads because they rely more on Google’s suggestions and purchase only after getting assured by it.
Our client had similar thoughts; they wanted a consistent traffic inflow to maximize their product conversions through organic search. But, the thing obstructing their purpose was their store’s weak SEO performance.
An SEO audit showed us a clear picture. Many flaws were hampering the store from top ranking.
The challenges in front of us were:
1. Duplicate Content
The store had multiple product pages as it offered different-sized items. For one serum, it had 3 URLs; one was for 50 ml, the other for 100 ml, and the third one for 250 ml.
3 URLs were included for the convenience of customers so that they can pick any product depending on their choice. But, the presence of multiple URL pages was confusing search engines.
Google could not understand the main focus page in this case, and duplicate content page issue was the reason leading to the non-indexing of significant store product pages.
2. Confusing Breadcrumb Navigation
The second factor contributing to the increased bounce rate and a negative SEO impact was confusing breadcrumb navigation. This was a sign of disorganization inside the store. It was like:
The breadcrumbs did not aid users in understanding their current location on the website. The search engine performance was potentially down due to this reason as well.
3. Generic Meta Description
The client relied on descriptions issued automatically through the Shopify platform. However, those did not summarize the features of the products. So, best practices to optimize them for Google as well as customers was required.
Solution-How We Used Our Approach
Issues impeding the store’s growth were detected, and now it was the time to show our expertise.
We have worked with many skincare brands before. So, we knew what would work and how.
Furthermore, optimization for any site doesn’t necessarily demand comprehensive knowledge of the niche. How effectively you create a connection between the target audience and the product that actually matters for SEO.
So, our first task was to provide users with a great experience in the store, and for that, we employed the following methods, which helped us give the desired results for our client.
1. Implementation of Canonical Tags
To resolve the duplicate content page issue, we implemented canonical tags. We decided on a 100ml serum product, which was regular size, to be the primary page to be indexed.
2. Breadcrumb Navigation Improvement
By fixing the breadcrumb, we highlighted the proper path taken by users that let them know their accurate and current location. Also, it provided search engines with information about the website’s structure.
3. Created SEO-Friendly Product Descriptions
Converting product descriptions from generic to interesting proved to be a profitable decision for our client. While writing SEO-friendly meta descriptions, we used the following strategies:
- We kept them unique and described the features of skincare products as benefits.
- We highlighted U.S.P. (Unique Selling Propositions) mindfully for each product.
- We included target keywords naturally.
- We avoided keyword stuffing.
Results
After 9 months, these are the results we had:
- Sales revenue – US$ 4,173,367.32
- Conversion Rate – 2.77%
- Organic Traffic-162K
- Cart Abandonment Rate – 50%⬇
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