Imagine a world where beauty meets technology, where a website selling makeup and wellness products took a giant leap forward. In less than six months, this site went from getting 33,853 to 66,072 clicks from Google—almost twice as many people found it! They jumped up the Google search results from being in 18th place to nearly cracking the top 10 in average position across hundreds of keywords.
This isn’t just luck—it’s about data-driven online strategies. Let’s dive into the story of how this Shopify website mastered E-commerce SEO and transformed its online presence.
Here’s a summary of the tactics that made the most impact:
- Leveraging low-hanging fruits which are keywords that were already ranking on the second page (or bottom of page one) of Google and just needed a little tweak in the page’s content/formatting to crack the first 3 positions.
- Reviving old pages that were performing well on Google and were lost after a recent migration.
- Identifying keyword patterns & utilizing bulk changes are particularly helpful when you’re working on an e-commerce website with hundreds or even thousands of product and collection pages.
- Optimizing and working on blog content at scale which alone resulted in more than 30% of the total growth in organic traffic.
- Building internal links, especially from blog posts to product and collection pages that are already ranking on the second page of Google. This gives them a good boost.
The Detailed Shopify SEO Case Study
1- Leveraging Low-Hanging Fruits
In short, low-hanging fruits are relatively easy wins. They are pages that are already showing on Google’s first or second page, but they’re not getting much traffic due to being at the bottom of Google’s first page or hidden on Google’s second page.
You can easily identify those pages using Google Search Console (GSC). The way we did it was simple:
- On the Performance report, click on the “Pages” tab
- Then click on the column “Impressions” to sort by the number of impressions
- Make sure to click on the “Average CTR” box at the top of the page
- Typically, I’ll be looking for pages with an Average CTR that is less than 1%. Those are usually (not always) worth checking manually to see if their keywords are ranking on the second page of Google.
Next, you’ll have to check the keyword manually and check the page that is ranking. You may find out that the page just needs a meta title that includes the main keyword.
Or, you may need to dig deeper to identify some secondary keywords that could be added as subheadings within the page. Usually, the tweaks that this strategy unfolds are simple and can be implemented within a few hours.
Note: this data should be taken with a grain of salt; in some cases, you’ll find that a keyword is getting thousands of impressions and almost no clicks and yet it’s not considered a low-hanging fruit or an easy win. If you’re not sure how to check it manually, you can contact us and we’ll do the heavy lifting on your behalf.
2- Reviving Old Pages
A few months before starting to work with this client, they migrated their old website to a new one. During migration, they did not transfer all their pages to the new website, which resulted in a severe loss in organic search traffic.
This issue was easily identifiable using our good old friend: Google Seach Console.
The GSC screenshot above shows a steep drop in traffic just after the migration was completed. The website literally lost more than 50% of its organic search traffic overnight. The challenge here was that we had no clue what was the content on those ranking pages, the pages were no longer there and the content was lost.
All we had to do here was to identify the pages that lost the most traffic then use a tool like archive.org to be able to access a copy of those pages and recreate them with the same content that was already ranking. Here’s an example of a page that wasn’t migrated and lost all of its traffic:
And here’s how it looks now after we revived it using Archive.org’s WayBack Machine:
3- Identifying Keyword Patterns and Utilising Bulk Changes
When it comes to E-commerce SEO, being aware of your target market and how people search for products in your industry and country is crucial. If you’re interested in getting traffic from Google, you must prioritize satisfying the searcher’s intent but you also have to help Google understand that you’re serving this intent correctly.
You should also provide valuable information on product pages rather than just a two-sentence product description that doesn’t add any value to your potential customer.
Here’s a screenshot showing a product page that we optimized to fit the search intent and to help Google better interpret and rank the page:
An example for valuable information on product pages are things like advantages/benefits of a skincare product. People may be searching on Google for the benefits of a specific moisturizer that you sell on your website. By adding a subheading “XXXX Moisturizer Benefits” after your product description and stating a few benefits in bullet points, you’ll maximize your chances to rank not just for the product name keywords, but also for its benefits.
Here’s another example for a different case, let’s say you’re selling an Acer Laptop with the model number HQ-534 and its commercial name is Acer SuperForce (I just came up with this product, it’s not real). By default, you may have set the title of all the product pages with this format: Brand Name + Model Number which in this case will set the title of this page to “Acer HQ-534”.
On Google, most people search for this product with “Acer SuperForce” rather than searching for the model number. Although that’s the same product and Google should typically understand this and rank your product page for the keyword “Acer SuperForce”, this may not always be the case, especially when we’re talking about Arabic content.
The best practice in this case is to set a default page title that has the same format followed by most potential clients when searching. It’s important to dive deeper into researching keywords for different product pages before you take the decision to do a bulk change like this one.
4- Optimizing and Working on Blog Content at Scale
The blog performance is one of our biggest wins in terms of organic traffic. We managed to triple the traffic coming to this website’s blog in less than 4 months. Here’s a graph showing the significant increase in traffic.
On average, we publish 8 new articles per month. We target commercial keywords that play a significant role in increasing sales. With commercial keywords, I mean keywords that searchers use when they’re very close to purchasing a product. Think of keywords like “best laptop under $1000”, “best gaming chair”, etc.
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5- Building Internal Links
Last but definitely not least comes internal linking. Internal linking is an underrated SEO tactic that a lot of business owners forget about. Although it’s usually simpler and easier to implement than most strategies mentioned in this case study, internal linking may be as important as having the main keyword in your page title!
Internal links are the links between your website’s pages. The famous “Related Products” carousel at the end of product pages on most e-commerce websites is an example of internal links (it’s not the most effective internal linking method in terms of SEO though).
Strategic internal linking helps Google and other search engines discover and index the pages on your website. You can also give Google hints on which pages are the most important on your website through interlinking.
There you have it, our top 5 strategies that helped double the organic search traffic of a Shopify website. If you need guidance on how to take your website to the next level with SEO, reach out to us and we’ll happily help you out.