Massive SEO Recovery After Significant Google Algorithm Update Hit

Industry: Ecommerce
Client Name: Lazer Designs

After a Google algorithm update in early 2023 severely impacted organic traffic, conversions, and revenue, Fire&Spark tailored a custom recovery strategy for Lazer Designs. Within a year, we not only matched previous organic performance but surpassed it, achieving 70% year-over-year revenue growth.

70%

Organic Revenue Growth

Algorithm update recovery strategy reversed impacts of update and led to all-time organic revenue highs.

The Challenge

Overview

Lazer Designs, an ecommerce brand specializing in engraved gifts, faced a major setback in early 2023 when a Google algorithm update caused their organic traffic to nosedive, resulting both conversions and revenue dropping approximately 30%.

Facing mounting pressure to reclaim their market share, Lazer Designs needed more than just a traffic recovery plan; they needed an SEO strategy that would propel them to new heights of organic performance.

Primary Challenges

Revenue and Conversion Decline: The algorithm update had a direct and immediate impact on Lazer Designs’ bottom line, intensifying the urgency for a comprehensive SEO solution.
Content Quality and Relevance: Meeting the evolving demands of Google’s algorithm required a thorough evaluation and enhancement of existing content to ensure relevance and authority.
Technical SEO Gaps: Underlying technical issues hindered Google’s ability to effectively crawl and index their website, further limiting their organic visibility.

Fire&Spark recognized these challenges and developed a targeted SEO strategy focused on not just recovery, but exceeding previous peaks for organic rankings, traffic, and revenue growth.

The SEO Strategy & Implementation

Fire&Spark’s recovery strategy for Lazer Designs leveraged our unique understanding of delivering real value to customers. By analyzing the data from the algorithm update, we learned from the challenges to develop a gameplan for sustainable growth which focused on creating authentic, valuable, user-centered content.

Key Elements of the Strategy

Conversion-Focused Optimization

We identified product categories with the highest potential for organic growth and profitability and optimized them for enhanced search visibility.
We crafted compelling, keyword-rich product descriptions and valuable informational content to help high-intent shoppers make their final purchase decision.

Content Quality Enhancement

We conducted a comprehensive audit of site content, refining existing pages to align with Google’s quality standards and user search intent.
We prioritized clarity, accuracy, and engagement to align with the user journey, improving overall relevance and authority.

Technical SEO Optimizations

A thorough technical audit identified and resolved crawl and indexing issues that were hindering website performance.
We optimized site speed, mobile usability, and indexing protocols to ensure Google could effectively access and rank relevant content.

Each of these strategic elements was crafted to connect SEO initiatives with real business outcomes, ensuring that DIFF Eyewear’s visibility, authority, and customer acquisition efforts were effectively tied to revenue growth and competitive positioning.

The Results & Business Impact

Fire&Spark’s recovery-focused SEO strategy not only reversed the negative impact of the algorithm update but also drove growth beyond pre-algorithm levels:

70% YoY Revenue Increase

Our strategy didn’t just recover lost revenue; it generated significant year-over-year growth, outperforming pre-algorithm levels.

87% Increase in Organic Conversions

Conversion-centric optimizations resulted in a strong boost in organic leads and sales.

69% Rebound in Organic Traffic

Our targeted approach reclaimed traffic, attracting a more qualified audience and restoring Lazer Designs’ online visibility.

For many businesses that rely on SEO for customer acquisition, the impact of an algorithm update can be severe enough to threaten their position in the market. Fire&Spark’s recovery strategy enabled Lazer Designs to quickly move beyond recovering the traffic they once had so they could focus instead on what they’re passionate about: moving their business forward.

Looking Forward Long-Term Value

Fire&Spark’s SEO strategy continues to deliver value for Lazer Designs, with ongoing traffic and conversion growth across optimized pages. With continued support, they are well-equipped to navigate future algorithm changes and maintain a strong online presence.

Why Fire&Spark for Lazer Designs?

Algorithm updates can be notoriously damaging for businesses, with some websites never recovering their lost organic traffic and revenue. So, what allowed Fire&Spark to succeed where others have failed?

It’s simple:

With over 20 years of experience in ecommerce SEO, Fire&Spark focuses on what truly drives business growth. Our conversion-focused (read: customer-focused) approach enabled Lazer Designs to overcome algorithm-driven setbacks and achieve long-term growth.

Unlike other agencies, our expansive expertise in ecommerce SEO allowed us to beyond on technical fixes to craft a recovery strategy that meets Google’s elevated standards, helps their customers make purchases with confidence, and is aligned with their business objectives. Our thoughtful approach ensured that our efforts supported growth not just of traffic, but of conversions and revenue, as well.

More Results

See how other ecommerce brands leveraged Fire&Spark’s SEO expertise for measurable success:

2.25X

Revenue Growth

Discover How

78%

Patient Acquisition Increase

Uncover the Approach

2.4X

Revenue Growth

See the Results

Ready to See How SEO Can Drive Results for Your Business?

Connect with Fire&Spark’s SEO strategists to discuss:

Aligning your SEO strategy with revenue goals
Identifying high-value customer acquisition opportunities
Developing a custom, ROI-focused SEO approach