Helpful Ecommerce Content Led to 72% Increase in Top 10 Keyword Rankings in 8 Months
A sock company that specializes in no-show socks wanted to drive more targeted traffic to their website to increase conversion rates and lower bounce rates. They wanted product pages to rank higher on the SERPs, drive more organic traffic, and become an authoritative figure in their industry.
When the sock brand first approached Fire&Spark, we conducted a UX audit of their entire site to improve the user experience and organic engagement metrics. We then shifted our focus to creating helpful content that would not only rank for the brand’s target keywords, but also inform potential customers and guide them toward ecommerce pages.
Solution
Fire&Spark worked with the Sock brand to clarify their SEO goals and create a content strategy that would allow their business to achieve them. After fixing high-priority technical issues that were negatively impacting the user experience as well as preventing Google from indexing the brand’s content, Fire&Spark then built out a content library that included high-value topics and keywords. This content, which we called “helpful content”, was crafted to attract searchers who fit the brand’s target audience and were looking for their products. The content not only ranked for valuable keywords, but also informed potential customers on the benefits of the brand’s products.
Additionally, we consolidated and removed thin content that was found across the site, ensuring that each piece of content was helpful for visitors. We also refreshed the brand’s existing blog content to make sure it was targeting purchase-intent keywords that were not only easier to rank for, but also more likely to drive traffic that was ready to convert.
Furthermore, we simplified the purchase journey for the sock brand’s customers by guiding them to the right products while answering important questions along the way. We did this with a powerful 3-step strategy that involved a CRO analysis, high-value keyword analysis, and UX and site engagement analysis.
Lastly, we implemented on-site optimizations that would help users navigate the site more easily (which also tied into the CRO and UX analyses we conducted). This powerful SEO content strategy allowed the sock brand to more effectively reach their target audience while simultaneously boosting keyword rankings.
Methodology
The pillars of our SEO content strategy were:
- Tactical keyword research to uncover purchase-intent and high-value opportunities
- Update existing metadata and on-page optimizations
- Technical SEO audit and high priority fixes
- UX and site engagement analysis
- CRO analysis
- Creation of helpful content to target potential buyers
Results
Since the start of our engagement, the sock company has seen an incredible 72% increase in the number of top 10 keyword rankings over the past 8 months. The site is now ranking on the first page for nearly 350 queries in this month alone! Blog pages in particular saw 39% more clicks year-over-year and on-page optimization efforts resulted in a 51% year-over-year increase in clicks to product and collection pages!
In October to December alone, the optimizations that Fire&Spark implemented for the sock brand’s website helped generate 30% more new users and 28% more pageviews than in the previous year.
Empowered by the content and on-page SEO strategies we developed, this ecommerce sock company was able to achieve business-changing results from the work Fire&Spark developed and executed on.
