Objective

  • Client’s objective was to drive relevant traffic and conversions for relevant keywords in the golfing industry
  • The website wasn’t ranking for their branded keyword “Golf Buy India” in the top 100 results of Google..

Results Achieved Over 6 Months

  • Monthly Organic Sessions improved by 300%
  • Monthly Traffic from Google Shopping multiplied by almost 15 times
  • Organic Traffic’s direct and indirect contribution to sales jumped by 27 times during the same period.
  • The website has now started ranking on the first page of Google for the keyword “Golf Buy India”.

 

Analytics Traffic Growth Numbers

 

Challenges


– A new website with no domain authority (zero backlinks)

– Exact match domain (The website had a keyword rich domain name which usually isn’t as trusted by Google)

– Negligible presence on the web in terms of social media presence or ratings and reviews from third party sites which is crucial for building trust in Google.

Strategy

– Golfoy was the industry leader in this space but the other competitors had not optimised their sites well for eCommerce as well as Google shopping.

– We saw this as a very good opportunity and reverse engineered Golfoy.com website  through 3rd party tools to identify the pages and products that were getting the most traffic. This in turn helped us identify the categories to focus on in addition to new categories to create on the website.

– Once this identification was done, we rebuilt the site navigation menu to include the important primary and secondary categories in the navigation.

– Category Optimization – We narrowed on SEO optimized category names, added content to these category pages that included targeted keywords and added other sections such as FAQs so as to improve the relevance of these pages along with internal linking to other categories from such pages.

– Product namings – Due to a large catalogue, we came up with naming conventions for product pages that followed best practices. Instructions were given on how to create SEO optimised product names and content to the content teams.

– Optimising Google shopping feed – Google has significantly increased its emphasis on Google shopping. We now see organic product listings show up in Google search results. An optimised feed with product attributes added in was crucial to such an exercise and worked on optimising the feed.

– Technical SEO – Without getting into too much detail about technicalities, aspects that we worked on optimising for mobile, reducing page load time, resolving duplicate and 404 issues. We monitored Google search console and other tools to identify the most prominent issues that were impacting the site and took corrective measures based on which had the max impact.

– Content Creation and Distribution – Becoming a topical authority was crucial as the website did not have a high brand authority. We created long form content on golfing topics that would appeal to the target audience. We thereafter built links to these pages or increased the distribution via sharing it on Linkedin, Pinterest, Medium, etc.

Results

846 keywords in the top 100 of Google with 7 keywords in the top 10 and close to 450 keywords in the top 50 of Google.

Golf Buy India Keyword on the 1st page of Google in 3rd position

Ahref's GraphGBI 1st page ranking

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