In early March 2024, an online plumbing store found itself in a challenging situation. Despite offering a comprehensive range of plumbing products, from high-end fixtures to everyday repair parts, the store was struggling to gain traction in a competitive market. Sales were stagnant, and website traffic was alarmingly low, with organic search accounting for less than 12% of the total traffic. This was a glaring issue considering that industry standards indicate that successful online retail stores in this niche often receive 35-40% of their traffic from organic searches.

Identifying the Core Issues

The online store's website, although functional, was not optimized for search engines. The site had several technical SEO issues, such as slow loading times, poor mobile optimization, and a convoluted site structure. The absence of relevant meta descriptions, improper use of header tags, and a lack of keyword-rich content were further compounding the problem. Moreover, the website's backlink profile was weak, with fewer than 150 referring domains, most of which were of low authority.

Competitive Landscape Analysis

The competition in the plumbing supplies market is fierce. Established players had a strong online presence, with their websites consistently ranking on the first page of search engine results for high-value keywords like "plumbing supplies online," "buy faucets," and "pipe fittings." Competitors were leveraging advanced SEO strategies, including content marketing, local SEO, and high-quality link-building campaigns, which were driving both their visibility and conversion rates. In contrast, our client was languishing on the third or fourth page for most of these keywords, leading to minimal visibility and low click-through rates (CTR).

The Financial Impact

Financially, the store was underperforming. Monthly revenue from the website hovered around $18,000, with a conversion rate of just 1.2%. The cost per acquisition (CPA) was high, at approximately $55 per customer, largely due to the heavy reliance on paid search campaigns that were not yielding a sustainable return on investment (ROI). The store's overall marketing budget was being stretched thin, with little to show for it in terms of organic growth or brand recognition.

The Strategic Imperative

Given these challenges, the imperative was clear: a comprehensive SEO strategy was needed to increase organic traffic, improve search engine rankings, and ultimately drive higher revenue. The store's leadership was committed to a six-month SEO overhaul, with the goal of achieving a minimum 150% increase in organic traffic, a 100% increase in revenue from organic channels, and a significant reduction in the CPA by the end of August 2024.

Actions Taken and Results Obtained

Stage 1: Comprehensive Website Audit and Technical SEO Fixes

Audit and Benchmarking:

The first step was to conduct an exhaustive audit of the website. Using tools like Screaming Frog, Google Search Console, and Ahrefs, we identified over 3,500 URLs on the site, out of which approximately 820 had critical SEO issues. These issues ranged from broken links, duplicate content, and missing alt texts to complex problems like poor URL structures and lack of canonical tags. The site had an average page load time of 4.3 seconds on mobile devices, significantly higher than the industry benchmark of 2.5 seconds, leading to a high bounce rate of 65%.

Technical SEO Improvements:

We implemented a series of technical improvements over the first month. This included optimizing the site’s code to improve load times (resulting in a 1.8-second reduction to an average of 2.5 seconds), restructuring the site’s architecture for better crawlability, fixing over 400 broken links, and adding alt texts to 1,250 images. We also addressed duplicate content issues by adding canonical tags to over 600 pages. Mobile optimization was another critical focus, with the site’s mobile usability score improving from 67% to 92% as per Google’s Mobile-Friendly Test.

Results:

By the end of March 2024, these technical fixes led to a noticeable improvement in site performance. Organic traffic increased by 22%, and the bounce rate dropped to 48%. The site’s overall health score, as measured by Ahrefs, improved from 52 to 83.

Stage 2: Keyword Research and On-Page Optimization

Extensive Keyword Research:

We performed an in-depth keyword analysis, identifying over 4,500 potential keywords. Out of these, 1,200 keywords were selected for targeted optimization based on their relevance, search volume, and competitive difficulty. The primary focus was on long-tail keywords, which had lower competition but higher intent, such as "affordable plumbing supplies online" and "buy showerheads with free shipping."

On-Page Optimization:

We optimized over 300 product pages by integrating these keywords into meta titles, descriptions, H1 tags, and product descriptions. Additionally, we created 50 new product category pages that focused on the most promising keyword clusters. Internal linking strategies were revised, resulting in the addition of over 1,000 internal links to improve link equity distribution across the site.

Results:

By April 2024, the changes began to show tangible results. The site saw a 35% increase in impressions on Google Search Console, with 25% of the optimized pages ranking on the first two pages of search results. Organic CTR increased by 18%, and keyword ranking for selected terms improved by an average of 32 positions.

Stage 3: Content Creation and Marketing

Content Strategy Development:

We developed a robust content strategy aimed at driving organic traffic and establishing the store as an authority in the plumbing supplies niche. The content plan included the creation of 60 blog posts, 15 comprehensive buying guides, and 10 how-to videos over the six months. Topics were carefully chosen based on keyword research and consumer search intent, focusing on both informational and transactional queries.

Content Creation and Distribution:

Content was produced at a steady pace, with two blog posts and one guide published each week. Additionally, we collaborated with industry influencers and plumbing professionals to produce authentic and authoritative content. We also implemented a structured content promotion plan, leveraging social media channels, email newsletters, and guest posts to distribute the content and build backlinks.

Results:

By June 2024, the content strategy significantly boosted the site’s visibility. Organic traffic from the blog section alone increased by 120%, contributing to a 45% increase in overall organic traffic. The content also attracted 320 new referring domains, increasing the website’s domain authority (DA) from 23 to 37. The how-to videos collectively garnered over 45,000 views, leading to an 18% increase in product page visits linked directly from these videos.

Stage 4: Link Building and Off-Page SEO

High-Quality Link Acquisition:

A targeted link-building campaign was launched to improve the site’s authority and rankings. We identified 200 high-authority websites in related niches, including home improvement blogs, DIY websites, and trade publications. Through a mix of guest posting, resource page link-building, and digital PR, we secured 180 high-quality backlinks from domains with DA scores above 50.

Local SEO and Citations:

To enhance the store’s local SEO presence, especially in areas where it had distribution centers, we built citations on over 50 local business directories, ensuring consistency in NAP (Name, Address, Phone Number) details across the web. We also optimized the store’s Google My Business profile, adding new photos, products, and promotional offers, which improved local search rankings.

Results:

By July 2024, the backlink profile of the site had strengthened considerably. The number of referring domains increased from 150 to 510, leading to a 38% improvement in overall domain authority. This link-building effort resulted in a 50% increase in organic traffic from non-branded keywords. Additionally, the local SEO efforts led to a 25% increase in local search traffic and a 20% rise in in-store pickup orders.

Stage 5: Conversion Rate Optimization (CRO) and User Experience (UX) Enhancements

User Behavior Analysis:

Using heatmaps and session recordings, we identified key areas where users were dropping off during their shopping journey. Common issues included a complicated checkout process, lack of trust signals (e.g., customer reviews, trust badges), and inadequate product filtering options. The site’s average cart abandonment rate was 70%, well above the industry average of 55-60%.

CRO Initiatives:

We streamlined the checkout process by reducing the number of steps from five to three, introduced one-click checkout options, and added prominent trust signals across the site. We also enhanced product filtering options, allowing users to sort products by price, brand, and customer ratings. Additionally, we implemented exit-intent popups offering a 10% discount to users who were about to abandon their cart.

Results:

By August 2024, the site’s conversion rate improved from 1.2% to 2.7%, representing a 125% increase. The average cart abandonment rate dropped to 52%, and the average order value (AOV) increased by 15% from $72 to $83. These improvements contributed to a 160% increase in monthly revenue from organic traffic, which reached $46,800 by the end of August.

Stage 6: Analytics, Monitoring, and Continuous Optimization

Ongoing Monitoring and Reporting:

Throughout the six-month period, we continuously monitored key performance indicators (KPIs) such as organic traffic, keyword rankings, and conversion rates using Google Analytics, SEMrush, and other tools. Monthly reports were generated to track progress, and bi-weekly meetings were held with the client to discuss results and adjust strategies as needed.

A/B Testing and Iterative Improvements:

Based on the data collected, we conducted A/B tests on various site elements, including call-to-action buttons, landing page layouts, and product descriptions. For instance, an A/B test on the checkout page resulted in a 12% increase in completed purchases by simply changing the color and text of the primary CTA button.

Results:

By continuously optimizing based on data, we were able to maintain momentum and achieve incremental gains throughout the project. By the end of August 2024, the website’s organic traffic had increased by 154%, from 18,000 monthly visitors in March to 45,720 in August. Overall revenue from organic channels saw a 210% increase, climbing from $18,000 to $55,800 per month.

Conclusion: The Plumbing Store’s Path to Online Success

Achievement of Strategic Goals

The six-month SEO campaign was a resounding success, exceeding all initial targets. The organic traffic increase of 154% not only surpassed the 150% goal but also positioned the online plumbing store as a formidable player in its niche. The substantial rise in revenue from organic channels, coupled with the improved conversion rate and reduced cart abandonment, significantly enhanced the store's profitability and long-term viability.

ROI and Financial Impact

The return on investment (ROI) for the SEO campaign was substantial. With an initial investment of $45,000 in SEO services over six months, the campaign generated an additional $37,800 in monthly revenue by the end of the period. This represents an annualized revenue impact of approximately $453,600, yielding a 10x ROI on the SEO investment.

Sustainability and Future Growth

The improvements made during the SEO overhaul have set the stage for sustained growth. The strengthened backlink profile, improved content strategy, and optimized user experience are expected to continue driving traffic and conversions long after the campaign's conclusion. The store is now well-positioned to explore additional growth avenues, such as expanding its product range, launching new marketing campaigns, and enhancing its customer loyalty programs.

Lessons Learned and Best Practices

This case demonstrates the importance of a holistic and data-driven approach to SEO. By addressing both technical and content-related aspects, and continuously optimizing based on user behavior and market trends, it is possible to achieve significant and lasting improvements in online visibility and sales. The success of this campaign also underscores the value of investing in high-quality content and building a robust backlink profile.

A Model for Future Campaigns

The strategies and tactics employed in this case can serve as a blueprint for other online retailers facing similar challenges. By adhering to the principles of thorough research, strategic planning, and continuous optimization, businesses can transform their online presence and achieve remarkable results in highly competitive markets.

Read also

Today we are experts in creating websites of any complexity, as well as SMM, SEO site promotion, advertising in Google.

We work all over the world

Online work

Email us with any questions

Get in Touch

info@bkr.agency

ENG

Language:

RUS