Nutritional Supplements
SEO Audit
SEO Strategy
Foreword
This client is a well-known online retailer specializing in dietary supplements, sports supplements and bodybuilding supplements. The company's website offers comprehensive resources ranging from scholarly articles to premium-grade supplements. With a primary focus on serving professional athletes and anyone passionate about fitness, the company has achieved a legendary status within the industry.
Key Challenges
As a website's size and complexity increase, its technical aspects are crucial for SEO performance. Therefore, addressing the most significant technical issues became our top priority.
Incorrect Redirects
Previously, the eCommerce section of the website was located within the subfolder, and then got a dedicated subdomain. The migration was managed through global redirect rule. Unfortunately, this resulted in many 404 error pages and broken redirects because the global redirect resolves only a small set of pages.
Poor On-Page Optimization
The consequence of having under-optimized, broad and generic title tags due to Shopify settings is reduced performance. Then, the website had content issues on collection pages, from too many H1 tags on the website to formatting the entire paragraph as an H2 tag and displaying main content with text too small for reading.
Broken Internal & External Links
Although the website architecture was changed, the old internal link structure remained the same, which caused unnecessary 301 redirects and 404 errors. Also, the website had more than 20,000 broken backlinks.
International SEO Not Utilized
Without proper hreflang tags and content in foreign languages, pages designed for other countries only ranked for English keywords, leaving huge untapped potential in other foreign markets.
Unoptimal Web Architecture
Due to the not utilized SEO structure and internal linking strategy, the decent portion of market demand was untapped. First, the filter pages were not visible to Google, since they are blocked from the Robots.txt file. Then, although having the right products, some filter values are not added in the filter section at all, missing a great opportunity in the market.
Poor Content Strategy
With content formatting issues, imprecisely linked articles and pages, 1,800+ pages with a word count lower than 200, over 6,000 URLs that are indexed and didn’t bring any organic traffic - the content on the website definitely did not use its full potential.
Next Steps & Strategic Action Plan
After identifying the fundamental issues and conducting global market research, our next strategic step is to develop a sprint-based action plan and implement revenue-driving corrections.
