Overoptimization of meta information, such as the title and description, as well as the content on the actual category pages. This created a Panda penalty, which made Google devalue the site, knowing that the content was written with the purpose of making them rank higher.
Overoptimized outdated links, affiliate links and the lack of any high-quality backlinks. These three factors gave Braceshop.com a low-quality score in the Penguin algorithm and therefore pushed them down the rankings because of it.
Visiture was tasked with correcting this over the course of eight months.
Increase in Keyword Rankings
Increase in Top 3 Positions in Google
Increase in Top 4-10 Positions in Google
On-Page Strategy and Execution.
Overoptimization Of Content
When Visiture was brought on, we noticed that Braceshop.com was using meta tag information, content and description on category pages, which were too overoptimized for modern search engines. Since category pages were one of the biggest sources of organic search traffic for the retailer, this was a main point of focus. Visiture worked to create accurate keyword research and based on this data, optimized meta information and content for the category pages.
During this time, Braceshop.com was undergoing a website migration. Visiture was tasked with undergoing a website migration consulting initiative. We went through our proprietary checklist to make sure nothing would cause a drop in rankings through the migration. We also provided a complete 301 redirect map, and consulted with the company after the migration was completed to make sure everything was successful.
Over the course of seven months that we were running the campaign, we saw a steady and gradual increase in organic search traffic and revenue, compared to year over year statistics.
We were able to see large increases in keyword rankings across the board, but the biggest accomplishment was going from the 24th position to a top 4 position for the phrase “knee braces,” which as we already stated produces over 74,000 monthly searches.
Using SEMRush and Ahrefs, we were able to see how the campaign performed, without giving away confidential data. In SEMRush we saw a large increase in the amount of keywords that the company ranked for and the amount of estimated traffic over the course of two years.
Ahrefs paints a similar picture in regards to estimated traffic and keywords ranking:
Also, using SEMRush, we could see the total amount of keywords, which increased substantially. In August of 2016, we had 11,268 total keywords, which have increased to 17,943 total keywords as of January 2017. Also in August of 2016, 381 of their keywords were in the top 3 and by January 2017, 1,421 keywords were in the top 3.
Lastly, we were able to correlate high-quality backlinks to the increased keyword rankings, traffic, and sales, because in Ahrefs we are able to see large increases in the “score” of the backlink profile.
This then correlated to the increases mentioned earlier. Overall, it was a successful campaign and the Visiture team is continuing to build off the success.
Data Driven Marketing + Creative Commerce = Results.
Let’s bring our teams together and connect you to your ideal customer.