B2B Construction Supplies eCommerce SEO Case Study
Background
This website came to A1 SEO in the summer of 2022. The website was running in Magento and a migration to WordPress was currently underway. The client had worked with various services providers in the past and had received limited results that were un-aligned with the business’ objectives.
Strategy
Our strategy for this website was fairly straightforward, except for one major obstacle – we could not tweak any content due to a site-wide content freeze whilst the new website was being built.
This limited us to focusing on off-page signals and some weaker integral signals, alongside fixing any existing issues on the Magento website.
Off Page Signals
The website had received 0 off page attention from previous firms.
We started out with a citation campaign to win some foundational links.
Next, we focused on winning links from niche-relevant websites with the aim of powering up both the homepage and some strategically selected inner pages.
Link velocity of 7 was achieved and maintained.
Technical Issues
The site was actually pretty stable.
Magento can be tricky to work with, but the output in terms of structure, navigation and natural internal linking is unbeaten out of the box.
We had some routine tweaks to redirects and broken pages, but nothing major.
Migration
The majority of our work focused on getting a delayed migration project.
When we came on board, the site was due to launch in 2 weeks. We had to push quite firmly to delay this as none of the initial SEO requirements had bee carried out and severe major SEO requirements had not been properly scoped.
A big part of this project was that we wanted to bring the existing canonical structure over from Magento.
A lot of people think that because a URL is not indexed or is set as canonical that it doesn’t carry any value. However, from tests we have run, we are fairly confident that Google is using CrUX data to power parts of their algorithm.
What is important about this is that on eCommerce sites that use Magento, the majority of pages that users navigate to (not land on) are non-canonical, meaning they are duplicates of another page. This root page (the selected canonical) is typically unnavigable on most journeys.
What we seen Magento migrations ignore canonical structures and burn.
Though use of rewrites we were able to keep alive the canonical URLs and legacy Magento structure to stagger redirects into stock WordPress structure at a later date.
After we had a nice pool of fresh, high-quality links, it was simply a case of rinse and repeat.
Results After 6 Months
increase in sales from organic search
return on investment from SEO spend
increase in the cost of traffic
increase in share of the voice
increase in keywords above the fold on Google
increase in keywords on page 1 (1136 vs 758)
increase in keywords ranking position 1-3 (474 vs 197)
MEET THE TEAM
Aislinn Corbet
SEO Account Manager
Anima McBrown
Proofreader/Editor
Allen Bonagua
Technical SEO Executive
Ayesha Parker
SEO Copywriter
Brittany Anderson
Sr. SEO Content Strategist
Bronwyn Kruger
Proofreader/Editor
Erin Steenhoff
Outreach Copywriter
Graham Grieve
SEO Consultant
Jade van der Merwe
SEO Content Assistant
Jana Stevens
SEO Copywriter
Jayson de Guzman
Outreach Lead
Jodie Lawrence
SEO Copywriter
Jonathan Motlhako
Off Page Strategist
Karina Gondola
SEO Content assistant
Kim Weidemann
Outreach Copywriter
Maecie Camata
SEO Executive
Mike Gil
Technical SEO Executive
Nikolaj Popovic
Senior Developer
Pooja Silal
SEO Content Operations
Sebastien du Toit
SEO Content Assistant
Simoné Visser
SEO Content Team Lead
Slobodan Lazic (Laza)
Technical SEO Manager
Tali Rosen
Sr. Outreach Copywriter
Tyhlor Talliard
SEO Copywriter
WHY CHOOSE A1 SEO
A1 SEO has extensive experience, and our SEO experts are familiar with current best practices. A1 SEO has collaborated with some of the fastest-growing businesses in highly competitive industries, helping them rank higher. Our SEO consultants are highly skilled, careful in our planning, and diligent. This enables us to increase traffic and significantly affect the amount of money that flows through your company. Our expertise is in increasing keyword ranks, traffic, leads, and revenue. Our methodical SEO techniques consistently produce quantifiable and significant returns on investment.
SPEAK TO AN EXPERT
Hi there, I’m Graham Grieve, the lead SEO consultant at A1 SEO. The team of SEO experts at A1 SEO only provide SEO. That means that your whole budget is dedicated to ranking your website. A1 SEO has ranked websites in highly competitive niches. Our efforts are clear, and our SEO outputs are easy to understand. If you have any queries, please contact me so that we can improve the visibility of your website in search engines.
