Businesses need effective strategies to attract traffic through Search Engine Optimization (SEO), optimize conversions (CRO), and increase sales. This case study shows how a leading online retailer of fresh Christmas trees, wreaths, and garlands partnered with New Path Digital to:
- Improve their position on Search Engine Results Pages (SERP) by 11 positions
- Increase relevant keywords in the top 10 by 50%
- Generate a 12% increase in average order value
- Streamline shipping and delivery messaging to boost customer confidence and satisfaction.
The Challenge: Untapped Market Potential
- Low Organic Site Traffic During Peak Sales Season
Despite being the busiest time of the year, the website received traffic but failed to capture its full potential. - Poorly Organized/Hard to Navigate Website
Users found the navigation confusing, leading to low conversion rates. - Website Not Fully Indexed by Google
A significant portion of the website wasn’t indexed by Google, resulting in lower visibility in search results.
The Solution: SEO and Content Marketing
New Path Digital devised a comprehensive strategy focusing on three core areas:
Technical SEO
The SEO and website experts at New Path Digital implemented a series of technical improvements to ensure the site was optimized for search engines and user experience. Key actions included:
-
- Creating and submitting an XML sitemap for better indexing by Google.
- Establishing a clear URL structure for easy navigation and search engine crawling.
- Ensuring the site was mobile-friendly, providing a smooth experience across all devices.
- Addressing duplicate content issues and implementing canonical tags to avoid penalties.
- Optimizing page speed to enhance user experience and reduce bounce rates.
- Fixing broken links to ensure all pages were accessible and functional.
On-Page SEO
New Path Digital focused on improving on-page elements to make the website more relevant to user search queries and enhance visibility in search results. This included:
-
-
- Conducting thorough keyword research to identify high-value search terms.
- Optimizing title tags and meta descriptions to improve click-through rates.
- Improving headings and subheadings to better structure content for users and search engines.
- Implementing a mobile-friendly design for optimal user experience across devices.
-
Content Marketing
The team implemented a robust content marketing strategy to attract and engage the target audience. This strategy focused on:
-
-
-
- Regularly creating fresh, relevant content to keep the website up to date and aligned with user interests.
- Segmenting content to cater to specific audience needs and improve user engagement.
- Developing a content calendar to plan and organize content publishing for consistent output.
- Crafting high-quality, valuable content that attracts and retains visitors, increasing brand awareness and driving sales.
-
-
The Results
The strategic approach adopted by New Path Digital yielded impressive results:
- 58% Increase in Organic Site Traffic
Organic site traffic increased by 58% during their limited sales season, reflecting higher visibility and improved customer engagement.
- 11th Spot in Google Ranking
The website’s average Google ranking improved from the 22nd spot to the 11th. Over 500 relevant keywords ranked in the top 10, marking a 50% increase from the previous year.
- 12% Increase in Average Order Value
The average order value grew by 12%, signaling higher customer spending. Sales of the most profitable product, the garland, increased by 5%.
New Path Digital’s SEO and content marketing strategies significantly improved the client’s online presence and sales. This case illustrates how a well-thought-out digital marketing strategy can help overcome challenges and drive business growth.
Blog Last Updated on 4 days by New Path Digital