A website analysis was conducted and the following factors were identified:
- Magento Ecommerce Website Architecture.
- No Google-Friendly Content Management System.
- No Content strategy.
- Duplicate Content.
- Irrelevant Keywords.
Challenges
There were No unusual challenges were present at the outset of the project.
However, about 2 months into our work with the client, we noticed a rather sudden and dramatic fall in organic traffic along with the drop in search rankings that go along with such a drop.
The cause of this was immediately investigated and we uncovered that the client had inaccurately made changes internally to the categories within the site that had distinctly negative effects. These were massive changes and they all were implemented at the same time without first placing them in a "test folder." In addition the execution of '301 redirects' (used to preserve page authority) was incorrectly executed and the number, length and breadth of the mistakes created a huge challenge.
For the record we revealed all of this using Google Webmaster Tools and SEOMoz crawl reports. Monitoring this, we noticed many instances of repeated errors and inconsistencies involving the Magento piece of the site.
Solution Implementation
- The client provided us with a detailed list of every redirect made.
- We reviewed EACH and EVERY redirect individually to make sure they were written correctly.
- We cross-referenced our manual work with SEOMoz's crawl error reports as well as Webmaster Tool's html suggestions.
- Checked and corrected for duplicate content and duplicate titles. Made them all unique.
- Re-optimized the Titles and Meta descriptions of all top navigation pages.
- Consistently added content to the site in the form of articles mainly.
- Switched to power content and began approaching the highest-ranking articles first and optimized for conversions.
- Implemented a dynamic product feed on the articles section in order to help boost conversions/sales from the content pages themselves.
- On a weekly basis reviewed creep error reports and rankings and corrected any new fault before they would affect rankings and traffic.
Of course, we also proceeded to do regular XED Management Solutions Premium SEO processes. We then started to provide all the below mentioned services according to the said list of services as an initial process:
RESEARCH
- Review Site Structure and Elements
- Advanced Keyword Research
- Keyword Research on Industry and the Competition
- Niche Terms Research
- Competition Back link research for top 10-20 keywords
- Provide Client with Keyword List. Have Client identify any /all irrelevant / negative keywords.
- Determine Link Saturation, Quality and Anchor Texts
- Setup Link velocity monitoring for Client and Competition
- Blog Research
- Plan Social Bookmarking strategy and review existing accounts
We then encouraged forward to Onsite Optimization which obviously involves very strict on-page elements that serve as the base for all future onsite and offsite optimization. Here are those processes paying attention upon the procedure of onsite optimization:
