1. Introduction
Anyone who has had even a little experience with SEO knows that SEO is more of a marathon than a sprint. It is a long-term process that can stretch on for years, and the effects of the decisions made only become visible several months after they are implemented.
For this reason, clients sometimes feel that a given strategy is not working, and may even think that the company they hired for SEO is deceiving them. To avoid unpleasant situations like this, it is worth talking to clients and clearly explaining what the SEO process looks like, where it currently stands and how long it takes. This is exactly what we do at our interactive agency JustIdea: we do not shut our clients out of the process, we let them take part in it as much as they want to. We can work together at every stage, or we can act on our own and report on the results periodically.
There is, however, a second approach, aimed mainly at people who are only just considering starting to work with a company. This is a case study, a public report on the results of the campaigns we run. Using real data and charts, we illustrate the effects we have managed to achieve.
2. Start of Cooperation and Strategy
We started working together in July 2022. The effects of the first actions appeared shortly after they were implemented, which immediately showed how important the right approach to optimising the site is.
As with all new clients, the first step was to create a comprehensive SEO audit covering keyword suggestions, technical changes, on-page SEO fixes and blog post proposals.
In the audit, we covered a rebuild of the shop and the main menu. We managed to put together an extensive keyword document, matched to the specifics of the shop, which helped guide the naming of new categories. Content was commissioned for most categories, aimed at improving rankings for particular keywords. We analysed the site from a technical angle, which gave us insight into a number of issues that were not visible but had a significant effect on the site's position in search results. After switching off browser language detection and automatic redirection to a matching language version, we recovered a good amount of traffic to the Polish version of the site.
Our SEO Work Has Included So Far:
- detecting and fixing technical errors on the site,
- optimising On-Site aspects,
- keyword research and commissioning content to fill every page with SEO-optimised copy,
- creating a proposal for a new menu and product structure on the site,
- changing the headings and titles of all categories following keyword analysis
- analysing indexing issues on the pages
We carry out a range of actions to achieve the best possible SEO results, and this had already delivered satisfying results after just two months of working together.
3. Results
Organic Traffic
As you can see in the chart above, since we started the SEO campaign, organic traffic to the site has almost doubled. This is the result of proper site optimisation together with a range of technical work.
The data above shows total revenue, SEO revenue, SEO transactions, the number of unique users, and the SEO conversion rate for the period from 1 July 2022 to 31 December 2022. Revenue from organic results rose by more than 100%, and total revenue rose by 107%. SEO revenue exceeded €135k!
Keywords in the Top 3
The chart above shows the number of keywords in the top 3 search results and how that number changed over two months of working together. This result was achieved purely by making small fixes and changing titles and headings. Once content is added, the effect will be even more satisfying.
Traffic to the Site
The chart above comes from Google Analytics. Since we started working on SEO optimisation for the site, traffic has tripled. The site is now achieving its best results since the start of the year, reaching as many as 2,864 users in a single week from organic traffic alone.
Site Traffic vs Number of Transactions
It was also important for us to track the number of transactions on the site and to analyse the shop's revenue, which confirmed that our work was not being done “for nothing” and was delivering visible results. The chart below shows site traffic against the number of transactions since we started working together. Here too, the current value is the highest since the start of the year. What matters to us above all is how much the client earns thanks to our SEO work.
Number of Users
The chart below shows how the number of new users on the site changed over the last few months. Since we started optimising the site for SEO, there has been a noticeable increase in the number of users, which has remained steady.
Total Clicks and Impressions
The data covers clicks and impressions in search results over the last 4 months, based on a 2-month comparison. The results of our work can be seen in the total number of clicks to the site, which shows an increase of almost 8,000, and in the total number of impressions of the site in search results, which shows a difference of almost 100,000.
Site Visibility in Search Results
The visibility indicator is based on the click-through rate (CTR), which shows the percentage ratio of clicks to the site relative to its appearances in organic search results. Since introducing the right actions to restore the visibility of the Polish language version of the site, we have managed to significantly increase the CTR.
Keywords
The chart above shows how the number of keywords changed over the last 6 months. Since July, there has been a near threefold increase in the number of terms the site ranks for.
4. Summary
The shoe shop we analysed stands out for the specific nature of its products, which are aimed at a particular audience. When we started working together, our goal was to reach as broad an audience as possible, and the effort we put into getting to know the offering has let us further broaden our knowledge and experience working with different industries. The role of the SEO campaign in the work on properly optimising the site is visible in the results shown above, where we can see a steady increase in visits from organic traffic and in the number of keywords for which the shoe shop appears in the top 3 Google search results. The results achieved so far are impressive, and this is only the beginning of our cooperation and our ideas for growing the site.
We are delighted to be able to share such good results with you, and we encourage you to get in touch about improving the visibility of your website in Google search. You can find the details of our offer on our website.
