Hardscaping Products
SEO Strategy
Technical SEO
Content Strategy
Content Production
Digital PR & Link Building
Foreword
With a rich history spanning five decades, the client introduced a new way of paving to North America, setting a benchmark in outdoor living solutions. Established as pioneers in concrete patio paving, they have strengthened their reputation for excellence and grown to the top of the industry in terms of design and innovation.
Key Challenges
Given that the situation was more than alarming regarding organic traffic performance, recognizing and solving crucial problems was our highest priority. The following issues were singled out as those that most significantly contributed to the decline in organic traffic.
Large-scale duplicate content issue
Product, category, and blog article pages existed on many variations of URLs depending on location and other parameters, creating thousands of competing and cannibalizing pages. The most representative example of this problem was the main non-branded keyword, for which over 300 internal URLs were struggling to rank, where due to the complexity of the problem, the company site could not rank in the top 10 results for a long time.
Unoptimal Web Architecture
Due to the non-utilized SEO structure and internal linking strategy, a decent portion of market demand was untapped. The site is categorized to only show top-level product categories, ignoring product variations and specific categories. This allowed competitors to capture a significantly larger market share
Duplicate Page URLs and Canonicalization Issues
The same page could previously be accessed using various URLs (including those with and without the trailing slash and various HTTPS and WWW variations) without proper .htaccess redirects.
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 1,000 broken external links.
Poor On-Page Optimization
With under-optimized, broad and generic title tags, the company’s website encountered below-average performance on top-level category pages. Then, the website had content issues, from too many H1 tags on the website to hidden headings from cookie consent forms and non-optimal H tags hierarchy.
Poor Content Strategy
With content formatting issues, imprecisely linked articles and pages, over 1,400 indexed URLs that didn’t bring any organic traffic, and a lack of strategic approach that should amplify the experience, expertise, authority and trustworthiness, the website content definitely did not use its full potential.
Strategic Action Plan
After identifying the fundamental issues and conducting global market research, our next strategic step was to develop a sprint-based action plan.
The results
Despite the fact that only a fragment of the SEO strategy was implemented, the company experienced great growth in the first year of the SEO campaign. It is a clear indicator that, as more items are implemented, the results will be even greater over time.
107% YoY Growth In Non-Branded Traffic
Doubled organic visitors over the past year by attracting users not specifically searching for the company’s brand and products.
Significant YoY growth on organic conversion
The significant increase in organic visitors resulted in a 90% YoY growth in the primary conversion metric and a 35% YoY growth in the secondary conversion metric.
Increased positions for the most important keywords in the US market
The majority of the increase in non-branded traffic comes from transactional keywords belonging to top-level categories. Keywords are very popular in the United States, demonstrating significant transactional intent.
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